Pharmaceutical Executive-02-01-2005

There's no better use of healthcare marketing dollars than to reach patients with unmet needs. That's why niche marketing has gained steam during the last few years. But increasing competition in accessing doctors who treat culturally and racially diverse patient groups means pharma marketers have to refine their definition of what constitutes a niche market in the first place. In doing so, they may stumble over a market that has not yet been saturated—US prisoners.

For companies that are prepared, Part D represents a great opportunity. For others, failing to react quickly enough could be a costly mistake.

An effective, high-performing alliance can generate a stronger bottom line outcome.

The LazarusEffect

The High Court ruled that Abbott should pay the agreed-on royalty of 5 percent rather than the 2 percent it's been paying. The difference may be worth $392 million

Physicians give only 25 percent of samples to newly diagnosed patients, along with a prescription.

One response to today's safety concerns is particularly alarming: The research community has become skittish about conducting clinical studies involving pain medications and other high-risk treatments.

As a reputation driver, ethical behavior has increased steadily in importance over the last three years.

The flaw lies not in the lack of patient information, but rather in the way they process it.