Articles by Jeannette Park - Pharmaceutical Executive

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Articles by Jeannette Park

Jeannette Park


Articles
Introduction: Branded for Life
March 1, 2007

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.

Introduction: Know How to Play the Game
October 1, 2006

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.

Direct to Consumer: No-Name Opportunity
September 1, 2006

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.

The Case for Cultural Competence
September 1, 2006

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

Proceed with Caution
September 1, 2006

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?

No Laughing Matter
September 1, 2006

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?

Roundtable: Are We There Yet? How About Now? Now?
July 1, 2006

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.

Introduction: Keeping Up
June 1, 2006

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.

Introduction: Mind the Gap
May 1, 2006

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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