Pharmaceutical Executive, Oct 1, 2006 - Pharmaceutical Executive

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Pharmaceutical Executive, Oct 1, 2006
Executive Profile
"I Pray for the Welfare of Your Company..."
By Joanna Breitstein
Isr?l makov has adventure in his blood. A fourth-generation Isr?li, he speaks proudly of his great grandmother, who bought and sold wool in Russia until the late 1890s when, at the age of 50, she moved to Palestine, bought a piece of land, and helped found a town in the wilderness. It was the kind of career move that Makov, CEO of Teva Pharmaceuticals, admires and emulates. As a boy, he rode a donkey to work in his father's orchards on the land his great grandmother bought. He attended an agricultural boarding school, started his career in citrus exports and—decades before Teva recruited him—managed Abic, the second-largest pharma company in Isr?l, and founded Interpharm, the country's first biotech company.
Features
Sales and Marketing: Where the Buck Stops
By Melinda C. Haren , Andy Pcora , Eryn Feinsod , Mark Zitter
Cost-shifting is still one of the favorite tools in almost all employers' cost-cutting toolboxes. But many fear that shifting too many costs to workers will backfire. Low co-pays keep people healthy and on the job: a big return on investment.
Pharm Exec Q&A: Inside View
By George Koroneos, Online Content & News Editor
Scientists are worried about what they can and cannot say. Senior scientists feel that if they voice the disagreements that are important to scientific discussion, they might have to leave FDA.
Born Again
By Beth Herskovits
Most people have never heard of psychotic depression, but they are familiar with the case of Andrea Yates, who tragically murdered her children during an episode of the disease.
Back to the Future?
By Scott Hull
A sales rep's sensitivity to the doctor's marketplace, and his understanding of the pressures on physicians—from formularies and HMO rules to the practices of affiliate hospitals—makes him a greater asset in the customer's eyes. Getting to know a doctor involves understanding the responsibilities of personnel in his office. Reps need to know who the doctor relies on most to get things done.
Learn & Confirm
By Patrick Clinton , George Koroneos, Online Content & News Editor
In revamping its R&D department, Wyeth "really looked for people who were not going to give us the same old, 'This is how you do pharmaceutical development, dah-dah-dah,' but who could really think of different ways of doing things."
China: Big Rewards. Bigger Risks?
By Ray Hill
As pharmaceutical markets go, china is a land of opportunity fraught with complex challenges. Potentially the world's largest market for prescription drugs, China is also the fastest growing market among large countries. At the same time, the sprawling system of 17,000 hospitals—the most important drug-distribution channel in China—is fragmented and encumbered by Byzantine regulations.
Smaller is Better
By Jason McKinnie
New partnerships with nanobiotech firms are helping pharma companies overcome solubility problems and extend profitable product lifecycles.
A Survey of Medical Science Liaisons
By Erin Albert , Cathleen Sass
MSLs tend to stay put. Just three in 10 left a job after less than a year. Half held their current position for more than three years.
Washington Report
Washington Report: After Plan B: Out of the Quagmire, into the Data
By Jill Wechsler
Pharmacists have applauded Plan B's behind-the-counter status, and FDA hints that the drug might pave the way for more pharmacy-only OTC products.
From the Editor
From the Editor: In Conflict
By Patrick Clinton
The problem isn't that there's conflict between safety and efficacy or between getting a useful medicine to market and protecting the public from a dangerous one. The problem is that the conflict isn't well structured. That needs to change.
Column
Back Page: Pharma's Mega-Brands
By Laurence G. Poli
Almost $60 billion of the drug industry's global sales comes from just 10 drugs. In fact, these so-called "mega-brands" have sales so high that they are bigger than many Fortune 500 companies. So why aren't they being managed that way?
Alternative Media: Pharma Online: Not Just Black and White
By Debrianna Obara
To avoid the extra expense, many pharmaceutical companies abandon their Spanish sites when a new general-market campaign is launched.
Medical Education: Gauging Success
By Robert Schneider
The Senate Finance Committee reported that 23 pharmaceutical companies provided nearly $1.47 billion in educational grants for CME activities in 2004—nearly a 20 percent increase over 2003.
Direct to Consumer: If These Walls Had Ears
By Gary Norman
Dtc advertising has caused more than its share of controversy both inside and outside the industry. Critics wonder: Are patients paying for drugs they don't need? Meanwhile, industry is still struggling to answer the basics: How effective is DTC in getting patients to request a drug by name? CommonHealth's MBS/Vox division conducted a survey that tried to answer industry's question, and in doing so, inform the wider debate about DTC's role in healthcare.
Marketing to Professionals: Key Opinion Control
By Jim Zuffoletti , Otavio Freire
Marketing effectively to physicians in today's pharmaceutical industry is more important than ever. No longer can companies rely solely on DTC and sales force efforts to increase drug and therapeutics revenue.
Thought Leader
Thoughtleader: Rob Scott, AtheroGenics
With "launched the world's best-selling drug" on his resume, Rob Scott was ready for his next professional endeavour. The former Pfizer executive is now head of R&D and chief medical officer at AtheroGenics, named for the signature technology that's being used to develop AGI-1067, a cardiovascular anti-inflammatory in late Phase III clinical trials.
Leadership
Leadership: To Do: Take a Vacation
By Sander A. Flaum
Leaders must focus on "brainrest." Perspective comes only when the venue changes dramatically and you have enough time to mentally remove yourself from the usual office tensions and concerns.
Global Report
Global Report: Please Come Back
By Sarah Houlton
A new European collaboration of biotech, pharma, academia, and government takes up the challenge of boosting R&D.
Legal
Legal: Going to Court
By Jonathan Singer
In cases that reached a verdict between 2002 and 2006, the branded pharma industry won six of six cases by verdict in Delaware, but lost six of eight in New Jersey, all by summary judgement. Despite what judges say, it's no coincidence.

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