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Opinion: AARPeevedCritics of the pharma industry have gotten good at selective reporting. So good, I've started tuning out. But, with a public official pulling similar punches, my ears can't help but perk up.
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Marketing to Professionals: Tomorrow's Changes TodayHow hard is it to spot an emerging threat or opportunity in time to actually do something about it? Is it as hard as spotting a scud missile in the deserts of Iraq? As hard as identifying an underwater threat to a submarine using only sonar? As hard as spotting a consumer trend in a vast and complex business like financial services?
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How Do You Solve a Problem Like Manufacturing?Outsourcing saves money-except when it doesn't. Here's how to decide what to do.
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Forging AlliancesSuccessful partnerships with third-party organizations such as patient and caregiver advocacy groups, professional associations, and thought leaders are powerful medicine for pharma companies.
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Back Page: Of Movies and DrugsA free flow of cheap counterfeits eclipses the ability of local manufacturers to create new products.
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Marketing to Professionals: The Advertorial EffectAdvertorials were shown to be more effective than branded ads in terms of generating interest, providing valuable info, and provoking follow-up discussions
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Innovation NationThe President is ready to spend heavily to help out economy. Let's invest in ideas that carry us forward.
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Burden of ProofIn an organizational environment characterized by downsizing and zero-based budgeting, public relations no longer can convincingly argue that the function is justified without evidence of measurable results.
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The SecretWhen it comes to corporate reputations, it's clear the pharmaceutical industry doesn't quite get it. (Just pick up any newspaper.) But here's the latest newsflash when it comes to managing a bad rap: You get what you pay for.
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Making the SwitchDr. Doug Bierer felt like he was in a courtroom, waiting for the jury to render its verdict. It was June 2002, and executives from Procter & Gamble and its partner AstraZeneca had just finished presenting their bid to FDA's Non-Prescription Drugs Advisory Committee (NDAC) to market the popular heartburn medication, Prilosec (omeprazole), as an over-the-counter (OTC) drug.
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From 3-D to Pop-ups: Go DimensionalIn this age of new media, social networking, blogs, and cyber-clutter, it's easy to forget the appeal of the real-of things that you can hold in your hand and engage with physically. But make no mistake, despite all of the high-tech tools available to us, advertising still relies on evoking an emotional response by tickling the human senses.
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Marketing ROI: where are we going wrong?At the recent eyeforpharma Marketing ROI conference in Barcelona, one thing struck me forcefully: just how far behind the times the pharma industry is lagging.
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Orchestrating ComplianceProduct managers would be less disrupted if compliance activities at pharma companies were more anticipatory than reactionary.
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Shire to Relocate More Than 500 Jobs to Lexington, MAShire plans to relocate more than 500 positions to Massachusetts from its Chesterbrook, PA, site and establish Lexington, MA, as the company’s US operational headquarters.
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Combating CounterfeitsAfter last year's anthrax scare, people desperately began stockpiling Cipro (ciprofloxacin) and other products to prepare for bioterrorism attacks. Not wanting to bother with a visit to their doctor and not willing to pay the product's high retail price of several dollars a pill, they began ordering Cipro-or what they believed to be Cipro-online, from dozens of websites offering it at discounted rates. The problem is, there is no guarantee they were getting the real thing.
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Get a Grip on the Supply ChainThe Sarbanes-Oxley Act-or SOX, as it is dubbed (not always so affectionately)-requires companies to provide greater control and quality assurance across a vast spectrum of business processes. In practice, SOX plays out differently industry by industry and even company by company. But for pharma, one of the most pressing consequences is the need to improve the accuracy of revenue recognition.
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Marketing to Professionals: Everyone's a ComedianHave the confidence to step outside the norm. A targeted, humorous campaign will attract attention more quickly.
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Sales SlipOne fortunate consequence of a slower job market is that tenure levels are increasing: 80 percent of sales managers now have at least two years experience under their belt.
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The Ins and Outs of EAPsFor a patient who is running out of hope, waiting for a drug to be approved can be interminable. Even on the fast track, a review can take six months or longer. Some patients with life-threatening diseases cannot afford to wait. In response, many countries have developed expanded access programs (EAPs) that give patients with no other viable alternative access to medically important drugs before they are commercialized.
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Sales Management: Cleaning HouseWith fewer feet on the street because of downsizing at many drug firms, sales reps and managers need to work smarter-and that means working with information that's both accurate and up to date
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The List: 2011It's a new year. Even pharma, with its glacial timelines, has its "Out with the old, in with the new" moment. Welcome to 2011!
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Making the SwitchDr. Doug Bierer felt like he was in a courtroom, waiting for the jury to render its verdict. It was June 2002, and executives from Procter & Gamble and its partner AstraZeneca had just finished presenting their bid to FDA's Non-Prescription Drugs Advisory Committee (NDAC) to market the popular heartburn medication, Prilosec (omeprazole), as an over-the-counter (OTC) drug.
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Marketing to Professionals: The Advertorial EffectAdvertorials were shown to be more effective than branded ads in terms of generating interest, providing valuable info, and provoking follow-up discussions
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How to Keep Out of Regulatory QuicksandOIG now requires corporate marketing departments and field sales reps to not only document how they promote products, but to also-for the first time-demonstrate the "intent" of marketing activities.
