Successful Product Manager's Handbook, Oct 1, 2006 - Pharmaceutical Executive

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Successful Product Manager's Handbook, Oct 1, 2006
Introduction
Introduction: Know How to Play the Game
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.
Features
Make Beautiful Music Together
By Megan Svensen
Too often, the silo mentality prevents agencies from working with one another in a way that benefits the brand.
Pharma's Advocacy Dance
By Michæl Durand
Some advocacy groups will not endorse one product over another. companies need to determine boundaries early to avoid getting in trouble.
Watch Two iPods and Call Me in the Morning
By Grant Winter
Video podcasts open up an entirely new channel and an opportunity to reach physicians, patients, caregivers, consumers, and even the investment community.
Launch on a Budget
By Eric Bolesh
Brand teams can no longer count on an embarrassment of riches to ensure a successful product launch.
Judge a Drug By Its Cover
By Nancy MacCreery
1 Consider packaging early on in marketing strategy development. When consistent and accurate dosing is important to your drug's efficacy—as it normally is—packaging options that enhance patient compliance should be bumped to the top of the list. Though it may cost a little more, the right packaging can produce a healthy return on investment—packaging can improve compliance, drug efficacy, and re-order rates.

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