Pharmaceutical Executive, Dec 1, 2006 - Pharmaceutical Executive

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Pharmaceutical Executive, Dec 1, 2006
Executive Profile
Pipeline
By The Staff of Pharmaceutical Executive
This year's Pipeline Report profiles 32 compounds that are the early fruit of pharma's investment in targeted drug design. In diabetes, HIV, hepatitis C—and especially oncology—vibrant R&D is set to revolutionize treatment with new classes of drugs over the coming decade. We spotlight today's geeky names—the DPP-IVs and MK-0518s, the Tykerbs and Telaprevirs—that are most likely to be tomorrow's glam blockbusters. Even the year's downers—we're still waiting on Acomplia, Exubera is failing to live up to the hype—are reminders of how improvements in drug development, such as Phase 0, are helping industry in its drive to become more effective. Although riskier than squeezing me-too drugs out of proven products, targeted R&D is lighting pathways not only to cures of killer diseases but to a fresh paradigm of progress and profits, and to renewed confidence in the pharmaceutical industry. From where we stand, the future looks bright.
Features
Forecasting Medicare: Price Controls in the Years Ahead
By Rod Cavin
The Medicare Modernization Act set the stage for rapid and easy conversion to government-controlled pricing and the adoption of government pricing by private payers.
Confessions of a Serial Whistleblower
By Joanna Breitstein
Peter Rost, former Pfizer executive turned whistleblower, isn't just at war with his old employer. He's crusading against all of pharma, an industry he likens to the mob.
FDA vs. the Individual
By Richard A. Epstein
Who should make decisions about drug safety—FDA or patients and doctors? In this excerpt from his important new book Overdose, the renowned (and ever controversial) legal scholar Richard A. Epstein argues that the current system overvalues risk, ignores individual differences, and needlessly deprives patients of valuable treatments.
Washington Report
Washington Report: The New Agenda
By Jill Wechsler
The Democrats are back in power in Congress, and they have their eyes on the drug industry. Look for hearings, investigations, an attack on the Medicare 'non-interference' clause, and a tough PDUFA reauthorization.
From the Editor
From the Editor: Taken Away
By Patrick Clinton
To one major legal scholar, drug safety regulation isn't just about meeting standards, it's about what you take away from one group of patients in order to benefit the rest.
Column
Back Page: The Post-Trust World
By Ragnar Lofstedt
People are up to a thousand times more worried about involuntary risks (living by a cell phone tower) than they are about voluntary ones (using a cell phone). And they see pharma products as involuntary risks.
Alternative Media: Health on Demand
By Raj Amin , Tony Estrella
80 percent of Web users search for health information online to make better health choices.
Marketing to Professionals: Fax Me!
By Michael White, Camille Macchio
Doctors like direct mail as long as the message is concise and to the point. The minute you ask the doctor to actually do something with the direct mail, that's when your effectiveness starts to go downhill.
Direct to Consumer: Don't Wait
By Marcee Nelson
DPE programs should take human nature into account. It is human nature to pick up non-threatening reading material that's at eye level in the waiting room.
Thought Leader
Thoughtleader: Thomas Ebeling, Novartis
It's important that the new class and Galvus successfully replace TZDs and sulfonylureas first, then outperform our competitor second. But in the end, we still want to be the leader.
Global Report
Global Report: Not So NICE
By Sarah Houlton
Even when NICE has said that drugs should be available to anyone who needs them, patients still have to convince their Primary Care Trusts.
Legal
Legal: E-headache
By Jeffrey Brown , Mark Yacano
Documents from R&D, clinical affairs, regulatory, and sales and marketing can be in the millions. Throw electronic information into the mix, and the number of documents required for litigation increases exponentially.

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