Articles by Sibyl Shalo - Pharmaceutical Executive

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Articles by Sibyl Shalo

'Arms Race' Drives Sales Force Change

May 1, 2002

The four executives at Merck Capital Ventures (MCV) aren't surprised by the promising data about physicians' initial adoption rates of, and preferences for, e-detailing. Gary Lubin and Jeffrey Tarlowe say they're waiting to see how large that group of early adopters really is and how sustainable those adoption rates are over the long term. But their confidence in e-detailing's potential to have a positive impact on pharma's daily business has inspired them to closely monitor and interact with vendor companies they believe may one day warrant investment.

HBA's 2002 Woman of the Year Leads Transformation

Apr 1, 2002

As a chemist, a vice-president, and just about everything in between, Sarah Harrison has spent 25 years delivering business excellence and predicting the impact of radical changes in the healthcare environment. Now she leads AstraZeneca in its own multi-faceted transformation.

From Skepticism to Scalability

Apr 1, 2002

Emerging data show that e-detailing companies can demonstrate ROI across a range of brands, from launch to mature products and for chronic, acute, and seasonal products-in only two years. (See "Market Pulse," PE, March 2002.)

Another Tiny Blue Pill Hits the Small Blue Screen

Apr 1, 2002

By now, television viewers have probably seen the debut of Schering-Plough's "Pinball Wizard"-inspired broadcast campaign for Clarinex (desloratadine), its new nonsedating antihistamine. In the background, strains from The Who's "Tommy" rock opera provide drama for a space-age depiction of the miserable world of allergy sufferers, replete with plants in full bloom and a crowd of sneezy snifflers.

Sales Reps' Productivity In Question

Apr 1, 2002

At NDCHealth's PharmaTrends meeting in New York, industry expert Sheldon Silverberg discussed the key economic, legislative, and technological milestones affecting pharma in 2001.

Market Pulse: SOMETHING'S GOTTA GIVE

Apr 1, 2002

There's no end in sight to employers' upward spiraling healthcare costs. In fact, according to a Towers Perrin survey of 232 Fortune 100 companies, the vast majority of US employers predict their costs will stay the same or increase after 2003.

Market pulse: Users and Schmoozers

Mar 1, 2002

The Rowin Group study of 116 physicians demonstrates a clear preference among medical specialists for e-detailing over in-person office visits.

Media in the Middle

Mar 1, 2002

As the distinction between pharma and biotech blurs, so, too, does the distinction between investor relations (IR) and public relations (PR) agencies serving those industries. The recent merger of PResence Euro RSCG and IR mainstay Noonan/Russo into the newly named Noonan/Russo PResence Euro RSCG (NRP) may best represent the agency world's attempt to unify-and theoretically, strengthen-its clients' financial, corporate, and product messages for a growing list of audiences. But most interesting may be the role played by agencies' most important audience-the media-which finds itself in the middle of an unusual flow of information fraught with potential conflicts of

Case Study: Virtual Community Generates Real ROI

Mar 1, 2002

Most pharma company e-business leaders still struggle to determine what, if any, ROI their product and corporate websites generate. But Rick Berard, Biogen's internet marketing manager, achieved his ROI goals for Avonex (interferon beta-1a), the company's market-leading multiple sclerosis (MS) treatment, more than two years ahead of schedule. Tony Kieffer and his team of web developers at Braun Consulting helped produce Avonex. com, Biogen's branded site, and MSActiveSource.com, an unbranded site. Both generated a positive ROI within eight months instead of the forecasted three years.

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