Articles by Richard B. Vanderveer - Pharmaceutical Executive

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Articles by Richard B. Vanderveer

The Information Diet

How, When, and Why Physicians Consume Information
Sep 1, 2006
By: Richard B. Vanderveer

Physicians seek point-of-care info and updates in friendly formats. Data should be available when and how they need it, and in exactly the right amounts.

Position, position, position

The "weekender," the "doughnut hole," and the secret art of "bathroom mapping": How pharma marketers are learning to tell new stories for every phase of a drug's lifecycle.
Aug 1, 2005
By: Richard B. Vanderveer

Elegant positioning strategies often fail when doctors learn that a prescribed product isn't on a patient's managed care formulary.

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