Articles by Joanna Breitstein - Pharmaceutical Executive

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Articles by Joanna Breitstein

Math for the Marketing Mix

Nov 1, 2002

The newest study released by the Association of Medical Publishers (AMP) suggests that pharma companies could improve their return on investment by taking a more mathematical approach to determining the marketing mix.

NEJM's New Look

Nov 1, 2002

The year 2003 will bring more than glad tidings for the New England Journal of Medicine. Jeffrey M. Drazen, MD, editor-in-chief, unveiled the peer-reviewed journal's new design at a recent luncheon hosted for pharma executives, media planners, and agency representatives.

Rx for Drug Marketers: Tackling DTC

Nov 1, 2002

In early October, the Advertising Club of New York sponsored a luncheon titled "Rx for Drug Marketers: Tackling DTC."

Commentary: Changing Capabilities, Morphing Image

Nov 1, 2002

Michael Sullivan, senior director of marketing communications for Incyte Genomics, discusses the challenges of communicating company changes to stakeholders.

Addiction: The Unmet Medical Need

Oct 1, 2002

FDA may approve new medications that treat alcohol, nicotine, cocaine, and heroin addictions, but marketers must overcome the many challenges associated with selling them.

Market Pulse: Healthy investments

Oct 1, 2002

Although the stream of venture capital dollars decreased for most industries from the first to second quarter of 2002, Growthink Research reports that investments in healthcare companies increased.

FDA Touts Generic Message

Oct 1, 2002

FDA will launch a one-year advertising campaign that aims to build patients' confidence in generic medications. The effort includes brochures, radio and print public service announcements, a website, and a MAT release, a written story in a ready-to-use format that is distributed to small local and low-tier publications. Television advertising won't be a part of the campaign.

Salaried Celebs

Oct 1, 2002

CNN's new policy of full disclosure of celeb-rities' financial ties with pharma companies drew media attention from the New York Times and other outlets. Megan Mahoney, who works in CNN's public relations department, said that, in light of recent attention surrounding paid celebrity endorsements, the company became aware that some celebrities discussing health problems might be paid and changed its policy.

Samples for Sniffles

Oct 1, 2002

Schering-Plough's Clarinex (desloratadine) sampling efforts have been an effective vehicle for getting the new product into physicians' medicine cabinets.

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