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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.
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Generics Battle Heats UpThe competition for generics' 180-day marketing exclusivity is fierce, and Dr. Reddy's Laboratories filed the first court case calling into question FDA's methods for determining exclusivity on a patent-by-patent basis.
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When Accessing Healthcare Value is in the Eye of the BeholderAs patients pay more healthcare expenses directly from their own pockets, the industry must look at patients' ability to pay alongside willingness to pay to understand the various factors of patient decisions to accept or decline treatment.
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Protecting IP Throughout the Product LifecycleNow that patents on several blockbuster drugs have expired, the industry-feeling the pinch-has focused its attention on intellectual property. Because every additional month of market exclusivity can mean an extra $50 million or more in revenue, pharma companies have gone to great lengths to block the entry of generic competition.
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Digital Alternatives Define New Sales ForceTeams must adapt techniques to embrace new technologies in order to remain successful
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India: An Emerging Knowledge Superpower"India, as a manufacturing hub, offers safe, effective, quality medicines, at the very best prices. Now, we are on our way to become a R&D hub." For Dilip Shah, General Secretary of the Indian Pharmaceutical Alliance (IPA), India is currently on its way to undertake one of the greatest transformations ever experienced within the pharmaceutical industry, although the excitement has been over 30 years in the making.
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Drug Promotion to Docs on the DefensiveCanberra, Australia-The Australian Pharmaceutical Manufacturers' Association has denounced calls from the country's media and some of its doctors to drastically curtail drug promotion. APMA chief executive Alan Evans says any such move would severely affect the healthcare of millions of people in Australia and could even result in premature death.
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Can Med Tech Follow Pharma's Lead in Patient Advocacy?The drive towards greater patient centricity in the med tech industry has been reinforced by new EMA legislation. Can med tech follow pharma's example in engaging with patient advocates?
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Legal: Foreign PolicyCompliance requires overcoming cultural barriers. To start with, in some countries the taboo against bribery is not as strong as it is here.
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Doctor's OrdersDr. Michael Kessler and Mark Vitello of MD Mindset have the cure for the common sales pitch? Look at the transaction from the customer's perspective
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Finding the Translators: Helping Connect the Science to the PatientThe need for analytics translators is not limited to data science. The adoption of all scientific or technical advances, including those in the healthcare industry, needs effective translators. So what does this mean for pharma marketing?
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Ten Minutes to ConnectHow one conversation between a woman and her physician can make or break a brand
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The Road to Nowhere?Drug companies can do to specialists what Intel did to PC box makers: commoditize them.
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Direct to Consumer: No-Name OpportunityMost DTC marketers say education has been their primary goal all along, but that often, branded messages got in the way. Now marketers are doing something about it, as evidenced by recent increases in unbranded ads. Pharma companies are producing campaigns that more clearly encourage consumers to seek information about their conditions, rather than just running out and requesting a script from their doctors.
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Back Page: Risk AssessmentGenomic researchers are developing tools to determine whether the right patients are taking statins.
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Decoding the Disruption: Making Meaningful Marketing Out of Top TrendsSeparating the meaningful from the merely novel, Bill Drummy outlines his Top Ten digital marketing trends for 2017.
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Industry Business Check: Market Review Rates the Latest Full-Year OutputsA look at pharma and biotech financing, M&A, and stock market performance in 2023—and where developments may head next as company executives continue to navigate stormy but perhaps stabilizing waters in the months ahead.
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Track Patients, Not PrescriptionsEven though data can single out physicians with high marketing upsides, most pharma companies are doing without such high-value data.
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Meetings: Doctor ConsultationMeetings at which peripheral activities become the focal point are likely to attract scrutiny.
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A New Game Plan for Pharma HRNew dynamics are forcing the industry's human resource departments to rethink their operational game plans. The drivers-consolidation, globalization, scientific advances, public policy, and competition-have pushed HR leaders into new territory to address business needs.
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Building Common Knowledge to Get ResultsA leader can reframe a situation. By recognizing that her own perspective may be incomplete, the leader can expand her frame to include more options for action than simply repeating herself.
