Successful Product Manager's Handbook, Mar 1, 2007 - Pharmaceutical Executive

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Successful Product Manager's Handbook, Mar 1, 2007
Column
No Time to Delay
By Tim Noffke
The early bird gets the worm. It's an adage that means whoever arrives first has the best chance of success. But for pharma companies, launching a new drug is about more than just a taste of victory—it also means the loss or gain of billions of dollars, and avoiding harm to patients awaiting the arrival of a potential cure.
Tales of Terrabytes
By Bonnie Rishell , Archie Anderson
BI systems help pharma execs make decisions.
More Than a Measure
By Stephen Gerard
To be or not to be marketing on the web is not the question for many pharmaceutical marketers. With a rapidly expanding Internet audience seeking health-related information, pharma companies are moving more of their marketing attention and advertising dollars online. That's because everyone knows the value of online pharma marketing, right? Well, maybe not.
Seize the Moment
By Robin Shaprio
As pressure to succeed increases, agencies start to work earlier in the brand's life.
A Prescription for Change
By Daniel Rehal
With doctors prescribing more than ever, it's surprising to learn that they're not making choices solely based on a drug's efficacy, safety, tolerability, or cost. Need a hint? It's more human than you think.
Late in the Game
By Elisa Cascade , Randall Hurban
If your medical affairs group is increasingly asking for more money to finance late-phase research, your company is not alone. Spending across all drug phases is currently growing at approximately 12 percent per year, and some analysts predict that Phase IIIb/IV investment may be the fastest-growing component of drug development. Why is there need for more money? Here are some reasons why late-phase investment is good for your brand.
Introduction
Introduction: Branded for Life
By Jeannette Park
On my first day of college, I remember going to the drugstore with my roommate Susanna to pick up some essentials. I remember peering into her basket and seeing brands I had never used. Inside my own cart, I placed Dial soap, Colgate toothpaste, and Johnson & Johnson's baby shampoo. These were products my parents had bought for my brother and I all our lives, and I had never used anything else. Although Susanna raved about the items she purchased, and the local store had sales on other brands, being so far away from home only made me more committed to using the brands I grew up with.

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