Pharmaceutical Executive, Nov 1, 2006 - Pharmaceutical Executive

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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.
Legal
Legal: Keyword: "Infringement?"
By Craig Mende , Zoe Hilden
When one company purchases another's branded trademarks as keyword search terms, the goal is to lure consumers to the buyer's site.
Global Report
Global Report: 'Bout Time
By Sarah Houlton
Pfizer says it is trying to stamp out counterfeiting by consolidating under one drug distributor. Critics think otherwise.

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