Coke or Pepsi. Mac or PC. Developing brand loyalty takes time and patience, but the payoff is worth it in the end.
Mar 1, 2007
By:
Jeannette Park
On my first day of college, I remember going to the drugstore with my roommate Susanna to pick up some essentials. I remember peering into her basket and seeing brands I had never used. Inside my own cart, I placed Dial soap, Colgate toothpaste, and Johnson & Johnson's baby shampoo. These were products my parents had bought for my brother and I all our lives, and I had never used anything else. Although Susanna raved about the items she purchased, and the local store had sales on other brands, being so far away from home only made me more committed to using the brands I grew up with.
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In football, or in pharma, building a team is only half the battle. It's what you do with your team that matters most.
Oct 1, 2006
By:
Jeannette Park
In Invincible, Disney's adaptation of the true story of Vincent Papale, the down-on-his-luck teacher tries out for his dream job: a spot on the Philadelphia Eagles football team. As a 30-year-old rookie with little experience, Papale is pushed around and unsupported by his teammates. In the face of adversity, Papale challenges himself to work even harder, eventually earning the faith of his peers. The last scene is the perfect Hollywood ending—a glorious touchdown play illustrating how teamwork and perseverance pay off.
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Marketers are using unbranded ads to get across the right messages.
Sep 1, 2006
By:
Jeannette Park
Most DTC marketers say education has been their primary goal all along, but that often, branded messages got in the way. Now marketers are doing something about it, as evidenced by recent increases in unbranded ads. Pharma companies are producing campaigns that more clearly encourage consumers to seek information about their conditions, rather than just running out and requesting a script from their doctors.
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Sep 1, 2006
By:
Jeannette Park
Some states have instituted mandatory multicultural education to better inform doctors of underserved populations. Two advocates explain why it's necessary to incorporate this into CME programs. Edited by Jeannette Park, Special Projects Editor
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Improvements to modern medicine have provided enormous benefits to consumers. Faster drug approval means more options, but it can also mean more risk. How much do patients need to know about drug safety and efficacy? Doctors weigh in.
Sep 1, 2006
By:
Jeannette Park
The Growing Alarm about drug safety concerns is causing a stir in the industry. Manufacturers are worried that more testing will delay drugs getting to market; without it, patients are afraid they are being treated like guinea pigs by pharma companies. But what about the doctors, who become the middlemen between manufacturers and patients? Are recent safety concerns eroding their confidence in the drugs they prescribe?
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PhRMA, OIG, FDA. Their compliance guidelines have created some tension for the medical meetings industry, but one thing's certain—rules are not meant to be broken.
Sep 1, 2006
By:
Jeannette Park
At Pharmaceutical Executive's annual marketing and sales summit in June, state sales and marketing regulations were a hot topic. At one session, Robert Freeman, US compliance officer at Serono, and Bert Johnson, Chiron compliance officer, broke down some of the biggest compliance challenges and drew lessons from recent enforcement efforts. They dissected the different—and sometimes conflicting—meeting requirements in states like California, Maine, and Vermont. And then the questions started. One marketer wanted to know, for instance, if a doctor practicing in West Virginia attends a CME program in Minnesota, which state code does the company follow?
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Can Electronic Data Capture become the industry standard for clinical trials? In this roundtable discussion, six early adopters reveal where they struggled, and what you need to know to implement this new technology.
Jul 1, 2006
By:
Jeannette Park
Electronic data capture (EDC) is an emerging paradigm for gathering information in clinical trials. Ask anyone who has sorted through stacks of accumulated paper at the end of a study, and they'll say EDC is the wave of the future. But while many companies are on board with the technological benefits, enthusiasm wanes when it comes to actual implementation. Even some of EDC's biggest champions admit to its obstacles: "It's a disruptive technology that doesn't give immediate returns," says James Tiede, vice president of integrated data services, global clinical operations at Johnson & Johnson.
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While technology has grown in leaps and bounds, clinical-trials education has been left behind.
Jun 1, 2006
By:
Jeannette Park
Did you know that the first clinical trial was carried out between 605 and 562 B.C.? According to HealthandAge.com, King Nebuchadnezzar II ordered his subjects to follow a strict diet of meat and wine for three years. It wasn't until four children in his court convinced him to allow them to switch to bread and water instead that an endpoint was reached. After ten days, those in the bread-and-water group appeared resplendent—better nourished than those who had followed the meat and wine regimen.
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Don't rely on traditional tests to tell you what reps know. By the time you find out, it just may be too late.
May 1, 2006
By:
Jeannette Park
I recently caught up with an acquaintance at a friend's cocktail
party. It had been a while since I had seen him; As a musician, he
spent a lot of time away, playing shows and touring clubs. But he
had since changed jobs. The bills had to get paid, so he decided to
put his music career on hold and rejoin the pharma company he had
worked for after college.
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