Tracking business by indication is critical for evaluating market performance and making accurate resource allocations

How to stretch that portfolio to make ends meet

Product launch is a relatively brief moment in a brand's life cycle. However, the importance of that moment in terms of the level of investment, the fate of the product and the success of the company cannot be overstated. A recent study conducted by IMS Health found...To download this free special report click here.

The top 50 pharmaceutical companies, ranked by prescription pharmaceutical drug sales, plus rankings of top products, R&D spend, and more.

Direct-to-consumer advertising officially becomes a "tweenager" this August—and, oh my, how it has grown. DTC was officially born in 1997 when FDA gave the green light to companies to advertise their drugs to consumers. In the first year, pharmaceutical marketers bounded onto the scene and spent more than $1 billion. Years passed. Debates ensued. Patients learned more about drugs. And, yes, spending grew. The latest available figures for 2006 show that the industry spent $4.8 billion on DTC advertising, a 13 percent increase over 2005 and the second year of double-digit growth.

Net Effect Feb 1, 2007 By: Joanna Breitstein

Malaria kills nearly a million of Africa's youngest and most vulnerable every year. But budding partnerships are kicking the eradication mission into high gear, and creating new ways for pharma to get involved.

Forecast 2007: At Sea Jan 1, 2007 By: Walter Armstrong

Pharma's next big challenge is simple: Rebuild its broken business model. But between expiring patents and dry pipelines, pricing wars and safety woes, a beleaguered FDA, a bloodthirsty OIG, and Dems on parade, many companies are just trying to steer clear of icebergs.

Awakening a Sleepy Market THe pharma industry has a problem with change. executives might be happy to know, then, that the tried-and-true blockbuster model is not dead just yet. want proof? Have a look at the insomnia market. Jan 1, 2007 By: Fred Nelson

For many years, Ambien was considered the gold standard in sleep drugs, requiring little in the way of marketing. But when Lunesta came along, Sanofi-Aventis was forced to launch its first-ever DTC campaign.

Pharma 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.