2009 PharmExec Top 50

The high-stakes nature of cancer care, coupled with rapid scientific advancements and increasing payer and regulatory pressures, demands a specialized approach beyond traditional market access strategies.

Jennifer Butler, chief commercial officer of Pleio, discusses misinformation's threat to public health, where patients are turning for trustworthy health information, the industry's pivot to peer-to-patient strategies to educate patients, and more.

The increasing costs and complexity of R&D in the pharmaceutical industry have necessitated the adoption of strategic portfolio management to optimize resource allocation and enhance competitive advantage.

Ian Baer, Founder and CEO of Sooth, discusses how the growing distrust in social media will impact industry marketing strategies and the relationships between pharmaceutical companies and the patients they aim to serve. He also explains dark social, how to combat misinformation, closing the trust gap, and more.

Market dynamics boost the need and urgency for more sophisticated benchmarking strategies.

HEOR scientists in the pharma industry must balance methodologic rigor with commercial expectations and timelines.