Marketing to Professionals: Diagnosing MD Behavior - Pharmaceutical Executive

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Marketing to Professionals: Diagnosing MD Behavior
A centralized database allows marketers to truly know doctors.


Pharmaceutical Executive


Understanding, centralizing, and coordinating contacts with physicians is vital to maximizing the effectiveness of the pharma-physician relationship. Pharma needs to learn that changing the relationship from a brand-to-physician focus to a company-to-physician focus will provide a better understanding of the tactics and channels that drive a physician's behavior across all brands.

After all, there is only one person who can actually prescribe a product: the physician. So isn't it time we stop prescribing marketing tactics without first diagnosing the physician?


Vascular Disease
Launches Vascular Disease Management, a publication of HMP communications, underwent a redesign. The change included the addition of a double-blind peer review process. A marketing agreement between medical translation companies MediLingua BV of the Netherlands and KK ASCA Corp. of Japan will allow each organization to utilize the other's resources in its home markets. BrandParents launched in April. The company aims to provide staff on a contract basis to help pharma companies in the areas of product management, legal and regulatory affairs, market research and training.

Awards The Best Companies Group and NJBIZ, a weekly publication, listed Advanced Health Media as one of the "Best Places to Work in New Jersey" in their medium-size company category. The designation was based on staff evaluations and a review of the company's policies.

People Peter deTreville returned to HMP Communications LLC as president and CEO after spending a year as senior account director for Practicome Solutions, a division of Cardinal Health. Quadrant HealthCom hired Sarah Gutierrez as director of new business development for its journal, The Female Patient. Triple I,a MediMedia USA company, named Vincent T. DeVita editor-in-chief of Current Clinical Trials: Oncology. International Medical News Group added two new staff members. Sue Fagan and Christy Tetterton were selected as national account managers for the Primary Care and Cardiology sales team. CommonHealth selected the presidents of three of its agencies to take on the additional position of managing partners of the entire CommonHealth organization. The three individuals are David Chapman of Furguson, Guy D. Dess of Adient, and Bruce Epstein of Noesis.

Jason J. Hogg is chief operating officer at Medsite. He can be reached at
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