Articles by Sibyl Shalo - Pharmaceutical Executive

ADVERTISEMENT

Articles by Sibyl Shalo

Industry Insider: Close Encounters of the Brand Kind

Aug 1, 2002

As president of inChord's New York branding company Y, Vince Parry wants pharma marketers to understand that advertising metrics aren't the best measures of a brand's vitality-its influence on customers.

Market Pulse: Pure ROI is MIA in Corporate CRM Assessments

Aug 1, 2002

Direct marketing company Harte-Hanks surveyed 464 North American companies involved in manufacturing, wholesale/retail, services, finance/insurance/real estate, and transportation/utilities and found that many (44 percent) don't use pure return on investment (ROI) to evaluate their customer relationship management (CRM) systems.

Industry Insider: Cast a Wide Net

Jul 1, 2002

As president of the market research company Consumer Health Sciences, Joan Sinopoli has a tight grasp of consumer attitudes toward pharma marketing and products. Seven years of experience in multiple therapeutic areas leads her to conclude that it's a mistake to underestimate the impact of non-physician healthcare providers-or, as she calls them, "healthcare extenders"-on patient compliance with pharma treatment.

Marketing by the Numbers

Pharma's most important promotional decisions might be shots in the dark without management scientists to do the math and deliver economic rationale.
Jul 1, 2002

A Columbia University professor presents complex mathematical algorithms to an attentive audience of PhDs, MDs, and PharmDs eager to challenge his method of evaluating new pharma product concepts. One by one, he answers detailed questions as the room buzzes with terms such as patient compliance and persistence, physician adoption, and disease management. But this is no medical conference. It is the annual meeting of the Pharmaceutical Management Science Association (PMSA), a small but growing organization whose members help drive the success of pharma marketing and sales efforts by using their expertise in computer science, statistics, applied math, economics, and marketing research.

Market Pulse: Total Recall

Jul 1, 2002

Accessing more than 100,000 TV viewers, Intermedia Advertising Group analyzed participants' recollections of 26 new TV spots for prescription and over-the-counter medications.

Attention Grabbers May Oversell

Jul 1, 2002

Scientific peer-review, the last bastion of unregulated medical communications, gets a thorough inspection in the June 5 issue of the Journal of the American Medical Association (JAMA). From editorial bias to press releases, virtually every aspect of the medical research publication process is scrutinized, analyzed, and summarized by presentations at the Fourth International Congress on Peer Review in Biomedical Publications and published in the issue.

Back to Basics in Pharma Marketing

Jun 1, 2002

It's anybody's guess how many thousands of pharma sales reps might have visited internist Lucien Wilkins, MD, during his 30-year career as a practicing physician in Wil-mington, North Carolina. Whatever the number, those visits seem to have fueled his drive to galvanize the medical community into remembering their ultimate responsibility to patient care wheninteracting with pharma companies. He recently co-founded a new organization, the American Physician Partners Association (APPA), a clearinghouse for matching industry's messages to doctors' needs for information and continuing education-on doctors' terms.

Guinea Pig? Not Me!

Jun 1, 2002

No wonder pharma companies are having a hard time recruiting patients for clinical trials.

Reading is Fundamental

Jun 1, 2002

Pharma marketers weary over the ever-tightening regulation of product messages' content and delivery can take heart. According to publishing services company Jenkins Group, an old-fashioned marketing vehicle-sponsored books-is making a comeback. In fact, Big Pharma is opening its pockets more than ever to create books and pamphlets with titles that feature their companies' logos and specific information about branded

ADVERTISEMENT

Click here