Pharmaceutical Executive, Feb 1, 2007 - Pharmaceutical Executive

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Pharmaceutical Executive, Feb 1, 2007
Features
Ain't Misbehavin'
By Bill Chekan
One mystery of human nature is why so many patients can't seem to take their pills properly. What's not in question is the size or seriousness of the problem. Half of all folks in the developed world who have a chronic disease don't follow their medication's dosing, scheduling, or other requirements. On top of the estimated 500 million prescriptions a year that go unfilled, another 500 million are not taken correctly. A mountain of studies have confirmed noncompliance's negative effects on everything from drug effectiveness and patient mortality to healthcare costs and pharma revenues. The World Health Organization has stamped nonadherence "a worldwide problem of striking magnitude."
Virus as Viable Drug
A lot of the viruses that are being worked on today are genetically engineered to target the cell and crank out a drug that will kill it. But in our case, we don’t need a drug—the reovirus does it all by itself.
Driven to License
By Ben Bonifant , Michael Dombeck , Alex Lugovoy
Goodbye, M&As. Hello, L&As. The new trend in business development is licensing deals and acquisitions. The hot categories are CNS, oncology, and immunology. Now let's get bizzy.
Washington Report
Washington Report: Bundled Together
By Jill Wechsler
Democrats want more transparency from pharma, and Republicans also are making noise about pricing. But government drug reimbursement is hard to get right and often creates perverse patient care incentives.
From the Editor
From the Editor: Meaningless
By Patrick Clinton
A new bill says HHS has to negotiate Medicare drug prices with pharma companies. It won't work—but that's not the biggest thing wrong with it.
Special Reports
Brand of the Year
By Beth Herskovits
Gardasil embodies the kind of links between science, commercialization, and humanity that typify great pharma breakthroughs. It turned a medical success story into a campaign of empowerment. Merck used visionary science to produce a vaccine with the potential to eradicate the third-most-common cause of cancer worldwide, and taught girls how to talk about sensitive issues.
Net Effect
By Joanna Breitstein
Malaria kills nearly a million of Africa's youngest and most vulnerable every year. But budding partnerships are kicking the eradication mission into high gear, and creating new ways for pharma to get involved.
Global Report
Global Report: Under One Roof
By Sarah Houlton
The UK's 'unsystematic' healthcare structure is getting a makeover. It includes a new single body to oversee drug development, and potential incentives for pharma—if it plays nice.
Country Report
Thailand: Critical Need for New Investment
By A Sponsored Supplement from Focus Reports
"Now that Thailand can guarantee healthcare for a vast number of our people, we are on our way to becoming the medical hub of Asia. This year only, more that one million foreigners received our high-quality healthcare.
Leadership
Leadership: Pareto's Principle
By Sander Flaum
It's a funny law of nature: 20 percent of the clouds produce 80 percent of the rain. And 20 percent of the people do 80 percent of the work. OK, leader, what do you plan to do about it?
Opinion
Opinion: Myth vs. Reality
By Humphrey Taylor
Myth vs. Reality: The American healthcare system needs a makeover. That requires policies based on accurate information about how our country’s system compares to others’. To start, we must separate fact from fiction.
Column
Alternative Media: Stop, Click, and Listen
By Chris Saridakis
By using rich-media components and data-collection tools in online advertising campaigns, marketers can gather valuable customer information and stimulate brand awareness among their target audiences.
Public Relations: Beef Up Clinical Trial Numbers
By John Smith
Clinical trials exist in a very competitive environment, where multiple trials are vying for a limited pool of potential participants. It has become necessary for trial directors to view recruitment as a marketing effort.
Medical Education: A Platform for Success
By Larry Iaquinto , Steven Palmisano
The ability to incorporate material assembled in the scientific platform into educational programs will determine the level of success in enlightening physicians.
Direct to Consumer: One Size Fits You
By Daniella Koren
Pharma companies have been blasting out electronic newsletters to consumers since the advent of new media. But far too often, the content is vague and redundant, and instead of striking a responsive chord with potential readers, e-mail campaigns are more likely to prompt a strike of the delete key.
Marketing to Professionals: Resource Allocation
Pharma can receive twice as much revenue from detailing than from DTC. For every dollar spent detailing, firms should expect about $10 in revenues. The return from DTC advertising is more in the range of $5 to $6.
Toolkit
Toolkit: Going Head to Head
By Bryan Luce
Comparative drug tests make pharma see red. But market pressure to prove a drug's real-world value is likely to force even the most stubborn firm into the ring. Why be bull-headed? Adaptive trials can cut cost, time, and risk in half.
Thought Leader
Thoughtleader: John Bailye, Dendrite
Doctors want to know what's hot in the market, not read a new brochure on a nine-year product that doctors have already been using.

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