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Marketing to Professionals: Shaping the Future of MedicareThe cost of healthcare has become so great that it's important to review the evidence to determine whether the drug is a good value for the money. Yet, pharmacoeconomics is rarely included in the decision process.
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Shedding WingsIt's an open question whether a pharmaceutical company really needs to have the drug testing process inside its corporate walls, or whether they really should be focusing much more on building effective relationships, in terms of building awareness and acceptance of their products, with both the physicians and end consumers.
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In Search of the Holy GrailProcter & Gamble Pharmaceuticals discovered that a network resulting from even a modest integration offered benefits that exceeded the sum of its parts.
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Keys to SuccessJohnson & Johnson's pharmaceutical group builds team and relationship skills into performance evaluations. J&J's Robert Wills says, "Such skills are a built-in expectation. It's how people are supposed to do their job. Everyone who participates in an alliance is compensated for behaviors that contribute to mutual success."
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The Information DietPhysicians seek point-of-care info and updates in friendly formats. Data should be available when and how they need it, and in exactly the right amounts.
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Patient Assistant Programs and Medicare Part DPatient-Program Interface Nearly one-third (2.5 million) of the estimated eight million Americans currently enrolled in PAPs are over age 65 and will be eligible to participate in the government's Part D program.
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Forecast 2007: Connecting the DotsPharma faces a wide array of pressing issues-almost too many to think about comfortably-from drug safety and the industry's image to intellectual property in emerging markets and the overall usefulness of marketing. To remain effectively focused on strategy, industry executives must find relations between all the individual issues and group them into larger themes. Pragmatically, we all know this is essential.
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Professional Persuasion:101The sales aid or detail piece tells the features and benefits about the product. The important marketing points are in bold print.
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Superstar Selection"You're fired!" It's a simple phrase that everyone is using, and it's put Donald Trump back into the spotlight. However, the most important statement you will ever make as a manager is "you're hired." With all the pressures of the job and the limited time you have for interviewing, it is easy to rush through this process to fill a slot. Stop yourself-hiring a good person is one of the most important decisions you will make as a manager.
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China: Big Rewards. Bigger Risks?As pharmaceutical markets go, china is a land of opportunity fraught with complex challenges. Potentially the world's largest market for prescription drugs, China is also the fastest growing market among large countries. At the same time, the sprawling system of 17,000 hospitals-the most important drug-distribution channel in China-is fragmented and encumbered by Byzantine regulations.
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Risky BusinessEvery quarter, pharmaceutical manufacturers confront a dizzying array of price reporting obligations. Participation in the Medicare, Medicaid, Veterans Administration (VA), and Public Health Service (PHS) programs requires manufacturers to collect, organize, distill and manipulate vast quantities of information, and to generate from that data reportable figures that can have an enormous impact on the company's bottom line. It is critical that these figures be correct, not only to help ensure the integrity of these public programs, but because submission of false data to a federal agency is a prosecutable criminal offense, and the civil penalties and exposure can be staggering.
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Becoming the Partner of ChoiceCo-promotion agreements and a wide variety of strategic alliances are redefining the pharmaceutical industry. Yet interviews with 28 executives from 12 companies that have chosen or are seeking a pharma partner to market a late-stage compound confirm a disturbing fact: Despite much executive-suite talk about becoming the "partner of choice," few companies have devoted the resources needed to build alliance infrastructures that will support the entire portfolio of co-promotion deals, licensing agreements, R&D collaborations, and other relationships that are quietly reshaping their organizations.
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Building a Digital Health InfrastructureOutlining the four core elements pharma companies need to lay the foundation for a solid digital health infrastructure.
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Freethinkers & Big PharmaProfessors ingrain the mantra "science for science's sake" into their pupils' minds during years of doctorate and postdoctoral training. Consequently, when entering into career paths, students gravitated toward academia, which fosters the perception of itself as accepting of free thinkers.
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Nobody Does it BetterIf you work for a company that isn't interested in increasing sales across your portfolio, don't read this article. Otherwise, you'll learn that your district managers (DM) are the keys to doing just that. DMs select and hire new sales reps, guide product knowledge, develop selling skills, provide feedback, and take action to turn around or terminate poor performers. The average industry DM is responsible for generating tens of millions of dollars in sales through his or her teams. But, only 45 percent of industry DMs achieve their sales goals. Companies that succeed in raising the overall effectiveness of their DMs will create sustainable competitive advantage.
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Invisible Prescribers: What You Do and Don't Know About NPs and PAsBefore a pharmaceutical company dispatches a sales rep to a medical practice, the marketing department learns some basic facts about the physician: how many new prescriptions she's written, how many refills, and how much upside prescribing growth she might generate. What the rep usually doesn't know: who else-nurse practitioners and physician assistants-prescribes medications in the office, at a nearby clinic, or sometimes in a separate practice just down the hall.
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The Changing OTC LandscapeMarketers Face A Slew of New Challenges as FDA Examines the Rx-to-OTC Switch
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Implementing a Customer-Centric Mindset in Medical AffairsThe Medical Affairs Digital Strategy Council's Mary Alice Dwyer and Indegene's Sameer Lal talk to Pharm Exec about how digital solutions can help the Medical Affairs function take a leadership role in ensuring fast, efficient, and meaningful responses to all stakeholders at a time of intense pressure.
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Beyond the CallHaving an efficient, integrated call center can be a matter of life or death. Imagine a pharma company not knowing for several weeks that the active ingredient in a life-saving drug was left out of the final product? How would they learn of the error if the quality control at the manufacturing plant failed to identify the problem? Most likely, the next opportunity for identifying such a crisis is through the call center-the key interface between healthcare professionals, consumers, and the company. However, it's not enough to log complaints about a product's efficacy. Once documented, complaints need to be routed to the right department, evaluated, and consolidated. If a streamlined process isn't in place, weeks could pass without anyone ever taking any action-even as adverse event records pile up.
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Legal: Shifting Perspective on Off-Label PromotionThe omission of criminal charges for off-label promotion of Serostim is surprising, because the government's earlier plea with Pfizer sent a strong signal that it would criminally charge companies engaged in off-label marketing.
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Docs of ShanghaiWestern pharma companies call on only China's largest hospitals in the biggest cities. By some estimates, this amounts to only 20,000 doctors.
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Custom Medicine for the MassesInvestor expectations, fueled by promises of genetic breakthroughs, are at an all-time high. Markets segmented by genetics-based diagnoses and rising demand for individualized care will soon make their mark on the industry's dominant blockbuster strategy. Rather than losing sleep over that, pharmaceutical executives can secure competitive advantage by capitalizing on the combination of consumers' rising power, increased access to information, and rejection of one-size-fits-all treatment regimens.
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Study RescuePharma companies must quit wasting money and get strategic when mapping out their clinical study strategies
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Legal Forum: Loss CausationPlantiffs did not try to establish a link between the purported misconduct and the decline in share price. Rather, their sole allegation was that they had paid artificially inflated prices for Dura securities.
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Marketing to Professionals: Appealing to Doctor's EmotionsSanofi-Aventis' campaign for Taxotere elicits an emotional response from oncologists.
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Thought Leader: Getting "Sirius" About SpecialtyGarry Barnes says he joined the pharma industry for job security-but don't believe him. During the last 25 years, Barnes has worked for four pharma companies and built five sales forces in therapeutic areas ranging from contraception to organ transplantation.
