Pharmaceutical Executive, Nov 1, 2006

Executive Profile

Man in a Hurry

By Patrick Clinton

When Arthur Higgins first announced that he was about to take the reins of the healthcare group at Bayer, in 2004, colleagues were surprised.

Features

Unraveling the eSource

By Suzanne Bishop

Clinical researchers cannot reliably use many of today's electronic health records because of the variability among collection systems.

Global Style

By George Koroneos, Online Content & News Editor

From hedge clippers to balancing elephants, the 20th annual Rx Club Awards honored a display of ads featuring the most creative concepts from around the world.

Roundtable: Deficit Reduction Act

The Deficit Reduction Act was designed to save the government money on Medicaid. But it also has the potential to change the very way pharma companies conduct business—if they can just figure it out.

Washington Report

Washington Report: Waiting for Advice

By Jill Wechsler

Long turnaround on ad reviews adds new complications to the process of developing marketing plans.

From the Editor

From the Editor: Under Revision

By Patrick Clinton

The US Department of Justice thinks that "Average Wholesale Price" should mean just what the words say—no more, no less. Why? It's never meant that before.

Column

Direct to Consumer: Emotional Connection

By Marcee Nelson

Realistic emotions in campaigns create the kind of conversation a woman would have with a close friend.

Alternative Media: Time to Change the Channel

Hospitals don't want straight-up advertising. If a branded program is going to be integrated into a health-education or health-services platform that's offered directly to a patient's room, it needs to have objective value.

Meetings: Before and After

By Josh Barricklow , Richard Bandy

Pharma meeting planners should send e-mails, newsletters, and snail mail to bolster attendee interest prior to the actual event.

Back Page: The Case for Diversity

By Joanna Breitstein

When novartis had a look at its recent M&A activity, it found something unsettling: 70 percent of the deals it had done between 1996 and 2004 hadn't delivered their expected value to shareholders. Many other Big Pharmas are saddled with the same problem: The traditional pharmaceutical business model, by which prescription drug makers scoop up assets or companies similar to their own, is going nowhere fast.

Marketing to Professionals: Penetrate the Point of Purchase

By Mike Mallett

Noncompliance causes 125,000 deaths and more than $100 billion in increased healthcare expenses.

Thought Leader

Thoughtleader: Martin Mattingly, Ambrx

The ability to customize small molecules—to make them better, safer, and easier to use—has long been a staple of pharmaceutical development. But until recently, scientists had few options for enhancing biologics. San Diego-based Ambrx wants to change that.

Opinion

Opinion: AARPeeved

By Peter J. Pitts

Critics of the pharma industry have gotten good at selective reporting. So good, I've started tuning out. But, with a public official pulling similar punches, my ears can't help but perk up.