Vol. 5, No. 1: January 2006

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Article Summaries

Pharma Trends to Watch in 2006

This is the time of the year when we all look into our crystal balls and try to come up with predictions for the new year. In December, 2005, for example, Pharmaceutical Executive Magazine published their 2006 Forecast based on interviews with a few experts. Pharma Marketing News also hosted its 2006 Pharma Trend Survey online beginning January 9, 2006. The Pharma Marketing Roundtable met by conference call on January 12 to discuss trends as well. This article summarizes the collective wisdom from these sources.

Topics covered include:

  • Survey Topline Results
  • Increase in Generic Competition
  • Brands Caving-In to Generic Onslaught?
  • Brand Differentiation
  • R&D and the Pipeline of New Drugs
  • Dreaded Precautionary Principle
  • FDA Regulation of DTC: To Be or Not To Be?
  • Risk: I Say Relative, You Say Absolute
  • New Directions Part 1: Alternative Media
  • New Directions Part 2: Unbranded DTC

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Direct to Physician Telemarketing and Sales

The point of diminishing returns in the sales trench warfare has been reached. For most companies it makes no sense economically to add field staff, especially to cover “white” territories spread across large, mostly rural areas. Another option is telemarketing offered by companies such as ADG Pharmaceutical Biotech Marketing (ADG), which specializes in providing hosted telemarketing services for the pharmaceutical, life sciences and biotech industries.

Topics covered include:

  • Outsourced Telemarketing
  • Demonstrable Return on Investment — A Sales case Study
  • Market Research
  • Seminar & Webinar Recruitment

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Pfizer France: Viva la SFE Difference!

Our European correspondent interviews Annick Pichavant Ruty, VP of Sales for Pfizer France. Surprisingly, according to Ms. Ruty, lack of sales rep time with physicians is not a problem for Pfizer France but she had other internal issues that needed to be addressed to build an effective sales force following two mergers that doubled the number of reps.

Topics covered include:

  • Pfizer France: Pharma Sales Department Stats
  • Nine Enablers for Short and Mid-term Actions

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Women in Pharma

If you want to focus on women as an asset to your business, then look at what women can actually do really well that male leaders struggle with:

  • Link [rather than rank] workers;
  • favor interactive-collaborative leadership style [empowerment beats top-down decision making];
  • sustain fruitful collaborations;
  • comfortable with sharing information;
  • see redistribution of power as victory, not surrender;
  • favor multi-dimensional feedback;
  • value technical & interpersonal skills, individual & group contributions equally;
  • readily accept ambiguity;
  • honor intuition as well as pure “rationality”
  • inherently flexible;
  • appreciate cultural diversity.

Includes commentary from members of the PHARMA-MKTING online discussion group plus real-life experiences of women in pharma sales and marketing.

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