As 2006 gets under way, changes in the industry are creating new opportunites for product managers, along with a landslide
of challenges. Blockbuster drugs that represent 50 to 60 percent of pharmaceutical sales will come off patent in the next
few years, and with consumer awareness now greater than ever, product managers need to work even harder to keep up. The articles
in this volume address these growing concerns.
As consumers increasingly go online for health information, it's crucial for marketers to capitalize on this medium by getting
out messages to the right audiences. David Stern of Serono reviews some of the best practices in e-marketing today, focusing
on the strategies Serono has employed to better communicate with physicians.
Consumers want drug companies to remember they're people, not just patients. A new study from Health Strategies Group reveals
that when it comes to choosing prescriptions, patients seek drugs that help them optimize their quality of life. So your drug
promises to relieve symptoms...so what? People want to know how it'll make them feel.
Companies that don't have internal checks-and-balances systems to monitor compliance will pay the price. Wayne Pines and Ilyssa
Levins suggest investing in education and consulting regulatory counsel to better address compliance questions—and gain competitive
And finally, Lesley Frank of FDA gives companies a "don't-cheat sheet" for DTC ads. Misleading information, and unclear communication
of indications and clinical significance, are just some of these infringments. To avoid getting a warning letter posted to
FDA's Web site, read what not to do when promoting your drug directly to consumers.
Jeannette Park is Pharmaceutical Executive's special projects editor. She can be reached at firstname.lastname@example.org