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Pharm Exec sits down with Kathryn Metcalfe, Pfizer's new vice president of corporate reputation and policy communications to discuss the new position, the perception of pharma among laypeople, and what needs to be done to boost public opinion of the drug industry.

Reflector ponders the growing gap between the US and Europe's vision for the future of drug marketing.

Podcast:Women of the Year-professor to president. Anhal Purohit

The morning's other big M&A news comes out of the Bay Area biotech industry, where Gilead Sciences announced that will purchase CV Therapeutics for $1.4 billion.

Lawyers from Duane Morris LLP offer their take on the Supreme Court's groundshaking preemption decision

After months and months of back and forth over the true value of Genentech, Roche finally got the good news it's been looking for: Genentech's board of directors, this morning, approved Roche's latest offer of $46.8 billion ($95 per share) to acquire all shares of the biotech giant.

WOTY-How the Award has changed the face of the industry.

The Merck acquisition of Schering-Plough may have surprised few, the approach has raised some eyebrows. Rather than buy the company outright, Merck going through a convoluted reverse merger deal to keep Schering's licensing deals secure. Was it the right move?

Manhattan Research singled out type 2 diabetes sufferers and their online search patterns; it turns out diabetes patients are less likely to confront doctors about branded drugs they?ve seen in DTC ads, yet more apt to take Lipitor.

Astellas's hostile bid takes a new turn as the Japanese company tries to oust remaining CVT board members and replace them with their own.

All signs point to Genentech acquisition.

AbelsonTaylor

In its campaign for Novartis Oncology's Femara, an aromatase inhibitor (AI), AgencyRx developed simple and haunting creative by keeping science as the focal point. "Its simplicity is very powerful. But at the same time, simplicity doesn't belittle it," says Michael Schreiber, managing partner, creative director. "It makes it that much more devastating."

When Astellas' AmBisome marketing campaign needed an upgrade to set it apart from the competition, AbelsonTaylor came up with a "fierce yet friendly" promotional tactic.

To convey how quickly Alcon's Vigamox resolves pink eye, Corbett Worldwide Healthcare Communications turned to a universally understood icon-the pink eraser-and leveraged it to make the brand stand out in the competitive market.

To educate anesthesiologists that post-operative nausea and vomiting (PONV) is "no fun for anyone," GSW Worldwide created WoozyWorld.com, a "non-amusement" that highlights the need for MGI Pharma's 72-hour antiemetic Aloxi.

ClindaReach, from Dusa Pharmaceuticals, offers a simple and practical solution for patients with acne in hard-to-reach places: ClindaReach, an application wand.

Ambien CR, the sleep medication that "helps you fall asleep fast and stay asleep" caught the eyes (and ears!) of consumers with, well, a rooster.

It's not unusual for creative teams to ask actors to work up on-screen tears. But when you go from crying actors to crying babies, it makes all the difference.

How do you generate excitement for 5,000 sales reps who promote a product in a changing marketplace? You give them VIP tickets to the Plavix Plan of Action Premiere and reenact a blockbuster Hollywood movie debut! Of course it helps to build anticipation, which is exactly what Torre Lazur McCann did with its six-week direct mail campaign to get Bristol-Myers Squibb and Sanofi-Aventis' sales reps ready for the big event.

The last thing on the mind of an adventurous traveler is a pre-trip immunization, which, consequently, is not top-of-mind for their healthcare providers, either.

Flashpoint Medica's "Little girl, big shoes" campaign was used to portray the problem of central precocious puberty for the launch of Supprelin LA from Indevus Pharmaceuticals.

The worst thing about working for most corporations is the inevitable downward pull they exert even on the best of us. That's why it's always sad to lose a company that learned to fight back.

"Tired of your old birth-control routine?" the spot asks. "Maybe it's time to break free from the pack with NuvaRing."

CV Therapeutics and Genetech rejected offers from big-name suitors. Are they playing hard to get or are they just not that into them?