Authors
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The OutsiderIn his new book, former Lilly CEO Randall Tobias explains his ideas about management. Do they work? He'll have a chance to prove it as he takes the reins of America's $15 billion global campaign against AIDS.
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From Customers to Competitors"Payers have evolved to become powerful global contenders with pharma for increasingly limited funding of drug budgets."
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DTC: European StyleIn 1996, Sandoz (now Novartis) decided to brave new waters to create consumer demand for the antifungal Lamisil (terbinafine) in the United Kingdom. But with European law forbidding pharma companies to conduct brand-name advertising, Sandoz needed to find another way to encourage patients to talk with their doctors about onychomycosis and its treatment options. So the company re-named the condition the more consumer-friendly "fungal infection" and took out newspaper ads asking readers to call or write to "Step Wise" for a free brochure on foot care.
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Economy puts Medicare reform on HoldCan George W. Bush, Tommy Thompson and Congress agree on how to move forward?
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Relationship building: A potent toolIt seems nothing short of amazing to me that the vast majority of pharmaceutical reps bypass what is surely the most potent sales tool that exists. Before I became a provider 22 years ago, I was involved in sales. It was then that I realized that sales are greatly influenced by the nature and quality of the relationships between salespeople and their customers. Failure on the part of pharmaceutical representatives to develop good, strong relationships most often leads to poor prescribing habits on the part of the provider.
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Clipping CouponsIn 1894, a druggist named Asa Candler created coupons for Coca-Cola, a new "healthcare" product with "valuable tonic and nerve stimulant properties." After that early start in medical products, coupons developed as a marketing medium and were widely adopted by the consumer packaged goods industry. According to the Promotion Marketing Association's Coupon Council, 336 billion coupons were distributed in 2002, which were redeemed for approximately $3 billion in consumer discounts. Now, more than a hundred years after their debut, consumers are clipping coupons for prescription pharmaceutical products.
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Bridging the GapAn effective, high-performing alliance can generate a stronger bottom line outcome.
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Information Into ActionThe key is to convert raw data into actionable intelligence that can enhance operations and improve decision making.
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A Matter of TasteDeveloping Palatable Medicines for Children is Never Easy, But the Rewards Can Be Great
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Shake Hands on Rx Drugs for MedicareI received a letter recently from an AARP member in Carrolton, Kentucky, who wrote: ?Medicare will not help seniors with medicine costs. My husband?s a diabetic, has had two heart surgeries and asthma since childhood. He is 68 years old. I am 65 and have congestive heart failure and a lung disease. We have to spend so much on medicine, we barely live?can?t go anywhere except to the doctors and grocery. Please help people like us.?
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Early Engagement with Medical LaboratoriesTimely engagement is the key to expanding the use of companion diagnostics.
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10 mistakes you should never make in a sales presentationMost presentation mistakes made by representatives in the field are elementary and may be easily avoided.
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PE's Annual Sales and Marketing Employment Survey: The Big SqueezeIn spite of pharmaceutical employers' best intentions to the contrary, sales rep compensation is being squeezed in a vise that is gradually narrowing the gaps between what top, average, and bottom performers are earning. According to the Hay Group's Pharmaceutical Sales Force Effectiveness Study, co-sponsored by Pharmaceutical Executive, reps in the 90th percentile are earning just 40 percent more than the average performer. This is not to suggest that reps aren't being paid handsomely (they are), but that the pay-for-performance model is showing signs of weakness.
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Micromarketing An Individual ApproachThe computing power of today's PC enables marketers to conduct analyses that were unthinkable just a few years ago, creating exciting new ways to approach and track promotion response. This article describes a novel approach that models promotion response at the individual physician level.
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Every Employee, Every DayPharma companies must address the same group of stakeholders-customers, employees, shareholders-as any other industry, plus one more. Compliance with FDA and other regulatory agencies is not only critical for success, for some life science companies it determines their very survival.
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Internet DTC - Minding Your P's & Q'sEffective DTC Product Web Sites Must Synthesize Advertising and Labeling Requirements
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Can You Keep a Secret?Pharmaceutical companies big and small depend heavily on information, much of it confidential and valuable. From low-tech customer lists and marketing plans to the coveted results of expensive biotech research, the pharma industry is built on confidential information that must be protected, making the law of trade secrets a key component in a company?s strategy to protect its intellectual property.
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A Better Way to Manage the PipelineA major unresolved issue for the pharmaceutical industry in the 21st century is that few, if any, optimization techniques have found their way into the research portfolio arena.
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Things it took a career in sales to learnEveryone makes mistakes, but it's learning from them, and changing the way we do what we do, that make us successful.
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Bridging the GapAn effective, high-performing alliance can generate a stronger bottom line outcome.
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Beyond the BlockbusterFor decades, blockbuster product development has driven the pharmaceutical industry. Under that model, a handful of products-and, in some cases, a single product-produce the lion's share of revenue and dictate a company's strategic direction. As companies get larger, they rely more and more on blockbusters to sustain their growth. The high cost of developing major, successful drugs only reinforces the need to focus on blockbusters. It's a vicious cycle that remains firmly in place for most Big Pharma.
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Pharma’s Big Push for ValueAn “how to” primer for life sciences companies on applying end-to-end evidence strategies in demonstrating product value.
