Pharmaceutical Executive February 2015

February 2015 | Volume , Issue 14
From the Editor
The small biotech space—credited with ending the drought in new FDA drug approvals in recent years—takes center stage at this year's J.P. Morgan Investors Conference.
Special Sponsored Section
By Pharmaceutical Executive Editors
With a track record of surviving successive economic crises, the battle-tested Argentinian pharma industry has developed into a powerful leader in markets across the Latin America region.
Columns
The interesting dynamic of industry-targeted memes in social media is still a quiet treading ground for pharmas, writes Casey McDonald.
How will companies market similarity in a way that differentiates from the innovator? Customer experience may be the key.
Pressure mounts for new drug payment models and greater clarity on economic evidence.
New competition commissioner steps into the unenviable role of trying to solve two particularly contentious pharma firestorms.
The Army General who led the Iraqi 'surge’ campaign cites nine lessons that pharma leaders can apply in today’s come-from-behind struggle for market share.
Features
Two commercial marketing experts discuss how this mission critical function must change to stay relevant in bringing new therapies to the patients who need them.
William Looney breaks down the four steps to a successful drug launch, using Keryx Biopharmaceuticals’ model for Auryxia, its new treatment for chronic kidney disease.
As more new products vie for payer and prescriber attention, the stakes around launch success are higher than ever. Here are key traps to avoid in getting things right—when it really counts.
The US drug regulatory system fails to address the country’s most urgent medical needs with the resources appropriate for the task. But change is possible.
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