Looking Forward
The industry is anxiously awaiting the issuance of formal FDA guidance on the development and proper use of PROs in clinical
research and promotion. Once issued, the industry can expect this document to generate significant dialogue between it and
FDA. Ultimately, as marketers gain a better understanding of disease burden, or how certain treatments affect certain patients,
they will gain more accurate insights into their customers—physicians, payers, and patients alike. And at the same time, a
higher level of education about PROs will signal a huge shift in how marketers articulate the true end-benefits of their brands
in physician, DTC, and patient education communications.
As new treatments are brought to market, it is critical that marketers continue to explore this multifaceted area of research
by seeking out ways to partner with patient advocacy organizations, and internal clinical development, outcomes, and life
cycle management departments. The creation of formal teams that focus on long-term research opportunities will benefit all
parties involved—especially patients—in the end.
Start now, assemble your team, collect market research, and begin developing research objectives. Consult with both internal
and external experts to create your short- and long-term vision for how this area of research can help optimize your brand
communications. At the very least, ground yourself in the basics of PROs. If you don't, you'll be one step behind the competition.
Awards
CommonHealth is the recipient of the CancerCare Human Services Award. CancerCare honored CommonHealth for its pro bono service of providing
it with marketing tools to raise awareness of the organization's objectives of providing professional support services without
cost to those affected by cancer. » The Eden Communications Group won three awards from the Art Directors Club of New Jersey: a bronze medal and two certificates of excellence.
Richard M. Nordstrom
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People
Theo Nieuwenhuis is the new vice president for REMICADE marketing, Schering-Plough announced. » Chiltern International has added Catherine Lemercier as the manager of marketing in North America. » Jane Pritchard, who previously has worked with brands such as Pepsi and Kraft, joins Anderson DDB Health and Lifestyle as executive creative
director. » McCann Worldgroup selected Richard M. Nordstrom as the CEO of McCann Healthcare Worldwide, one of its subsidiaries. » SciQuest announced Bob Horowitz as the new vice president of commercial sales. » Health Fitness Corporation named Michael J. Zdychnec vice president of marketing. He joins the company from the ACN Group, where he was senior vice president of marketing and
product development.
Jane Pritchard
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Launches
Allendale Pharmaceuticals named MDC Group as the advertising agency for the Today Sponge, an over-the-counter female contraceptive that was recently approved again
by the FDA. » Arthur Frommer and Novartis partnered to create a free guidebook for travelers with overactive bladder called "Where to Stop & Where
to Go: A Guide to Traveling with Overactive Bladder in the United States." » Customer Potential Management Marketing Group developed databases, marketing systems and market segmentation, together called its Customer Relationship Management program,
to improve its quarterly magazine. The publication is customized for eight hospitals.
Michael Parisi is executive vice president, general manager of Altum. He can be reached at mparisi@commonhealth.com
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