Pharmaceutical Executive, Jan 1, 2007 - Pharmaceutical Executive

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Pharmaceutical Executive, Jan 1, 2007
Features
Sales Slip
By Bob Davenport , Carrie Fisher , Erin Rosner
One fortunate consequence of a slower job market is that tenure levels are increasing: 80 percent of sales managers now have at least two years experience under their belt.
Washington Report
Washington Report: A Full Plate
By Jill Wechsler
The anticipated Congressional free-for-all on the Bush administration will put FDA officials in the hot seat. There will be hearings on inadequate oversight of drug safety, conflicts of interest, importation, and hasty approvals.
From the Editor
From the Editor: Left Out
By Patrick Clinton
A new GAO report sets out to explain why drug development is so expensive and what to do about it. What the report says is important, but what it leaves out is a sense of how the world of pharma actually works.
Column
Direct to Consumer: When Television Isn't Enough
It looks like 2006 will be remembered as the year the pharma sales-force arms race finally ended. But there are signs it might also be remembered as the year that direct-to-consumer advertising finally cooled off.
Sales Management: Get Committed
By Jeffrey Zornitsky
Pharma companies today are focused on driving prescriptions. But just because physicians are prescribing a brand doesn't mean that they are committed to it. Who's to say a doctor won't jump ship the moment a flashier new drug comes on the scene?
Marketing to Professionals: Tomorrow's Changes Today
By Kelly D. Myers
How hard is it to spot an emerging threat or opportunity in time to actually do something about it? Is it as hard as spotting a scud missile in the deserts of Iraq? As hard as identifying an underwater threat to a submarine using only sonar? As hard as spotting a consumer trend in a vast and complex business like financial services?
Back Page: Of Movies and Drugs
By Peter G. Teichman
A free flow of cheap counterfeits eclipses the ability of local manufacturers to create new products.
Alternative Media: Honey, I Shrunk the Ad Campaign
By Nihal Mehta
Mobile marketing is paperless and scalable, and allows pharma companies to build one-to-one relationships with customers.
Global Report
Global Report: No Satisfaction
By Sarah Houlton
In Germany, the eight million richest citizens contribute nothing to the system that pays for the remaining 70 million insured people.
Thought Leader
Thoughtleader: Peter Pitts, DrugWonks.com
There are lots of politicians, Senators Grassley and Waxman to name just two, who often say FDA is in the pharmaceutical industry's pocket. But anybody that has ever worked with FDA realizes not only is that not right, it's comically wrong.
Leadership
Leadership: If Bill Gates Ran PhRMA
By Sander Flaum
I've been shocked that physicians haven't rebelled in unison against legislators and academics, at Harvard in particular, and fought back against those who have berated the integrity and ethics of the medical community. Is there anyone who seriously thinks a doctor will write one brand over another because of a ball point pen or a pad of paper?
Special Reports
Forecast 2007: Connecting the Dots
By Harold E. Glass , Laurence G. Poli
Pharma faces a wide array of pressing issues—almost too many to think about comfortably—from drug safety and the industry's image to intellectual property in emerging markets and the overall usefulness of marketing. To remain effectively focused on strategy, industry executives must find relations between all the individual issues and group them into larger themes. Pragmatically, we all know this is essential.
Forecast 2007: At Sea
By Walter Armstrong
Pharma's next big challenge is simple: Rebuild its broken business model. But between expiring patents and dry pipelines, pricing wars and safety woes, a beleaguered FDA, a bloodthirsty OIG, and Dems on parade, many companies are just trying to steer clear of icebergs.

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