Successful Product Management - Pharmaceutical Executive

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Successful Product Management

Managed Care Confidential

February 1, 2005

The study revealed that most medical directors are not partnering with pharma to conduct outcome studies.

Lifecycle Management

February 1, 2005

Everybody's talking about the importance of product lifecycle management to maximize peak sales. But doctors and patients have lifecycles of their own—they each move from awareness to adoption at different speeds. So how can pharma communicate to customers who are at different points in their relationship with a product? Three experts explain how it might work.

Branding: Right Brain Research in a Left-Brained World

February 1, 2005

The very nature of pharmaceutical claims tends to make the industry's messages— and indeed its brands—very left-brain oriented. Think about the language used: "effective first-line monotherapy," "significantly higher response," "24-hour once-daily dosing," and the ever-popular "powerful relief." These stilted claims result partly from the regulatory environment and partly from the nature of the products.

Doctors Behind Bars

February 1, 2005

There's no better use of healthcare marketing dollars than to reach patients with unmet needs. That's why niche marketing has gained steam during the last few years. But increasing competition in accessing doctors who treat culturally and racially diverse patient groups means pharma marketers have to refine their definition of what constitutes a niche market in the first place. In doing so, they may stumble over a market that has not yet been saturated—US prisoners.

Product Launches: The Couch and the Airline Seat

February 1, 2005

The inclusion of pharmacoeconomic endpoints in Phase III clinical trials presents a stronger package in support of a US product launch.

The New No-Majority Rules

February 1, 2005

Sixty to 80 percent of minorities have health insurance, and they are thirsty or information.

Information Into Action

September 1, 2004

The key is to convert raw data into actionable intelligence that can enhance operations and improve decision making.

Think First, Spend Better

September 1, 2004

Don't forget to consult in-house departments such as medical affairs, R&D, and distribution to get their insight.

Cross -Training for the Future

September 1, 2004

We've heard some interesting feedback since we published the first volume of this supplement in March. Most important was the fact that many of you used it-and some of our other supplements-as training tools for new product managers or for those aspiring to such positions. With that in mind, we're covering the remainder of the subjects you identified as most pressing in last spring's survey at a more basic level than we usually do.

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