Pharmaceutical Executive, Mar 1, 2007 - Pharmaceutical Executive

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Pharmaceutical Executive, Mar 1, 2007
Executive Profile
He's Just Being Frank
By Walter Armstrong
Big, bold, and brash, Frank Baldino has built Cephalon into one of the nation's most dynamic biotechs. The company, based in suburban Philadelphia, is 20-years-old this year, and is already marking its birthday with a flurry of honors. In January, Cephalon was inducted into the World Economic Forum's Community of Global Growth Companies—a tribute to a 44 percent increase in annual revenue (to $1.67 billion in 2006) and its new footprints in Europe and Asia.
Features
If I Ran Pfizer
By Beth Herskovits
When Pfizer CEO Jeffrey Kindler took the podium in January and announced that the struggling company would scale back and restructure its operations, he did more than just signal the end of an era. He proved that to turn around Pfizer—and in a way, the industry at large—companies need to hack away the parts that just aren't working anymore.
Washington Report
Washington Report: Safety First
By Jill Wechsler
Critics asked for a reevaluation of new drugs a year after launch. FDA's plan to issue report cards on new drugs responds to that demand—but not completely.
From the Editor
From the Editor: Incurable
By Patrick Clinton
There are good reasons why we shouldn't permit lifestyle drugs on the market. But as a society, we've already shown that those reasons don't mean much to us.
Special Reports
Ad Stars
By George Koroneos, Online Content & News Editor
Creating a breakthrough pharma campaign in today's world of me-too (and me-three and -four) drugs—not to mention marketing mania—forces brand teams to think of new ways to capture consumer and physician attention. In the sleep and cholesterol categories, the competition is so fierce that agencies are using talking beavers and comparing food to family members to stamp brands on consumer brains.
Finance
Finance: Q&A with Annette Grimaldi
The latest dealmaking trends: Early-stage is back in favor. There's more money to be made in being acquired than in going public. And license deals are putting more on the back end.
Thought Leader
Thought Leader: Joseph Brindisi, Kyowa Pharmaceuticals
Partnerships with US drug firms haven't always worked out the way Japanese companies would have liked.
Leadership
Leadership: The 10th "P"
By Sander Flaum
I'm convinced that providence takes a hand in many careers. But it's not a free ride or a guarantee of success. Providence can put you in the right place at the right time. What happens when you're there is up to you.
Opinion
Opinion: Trigger Points
By Kim D. Slocum
For several decades, conventional wisdom in the pharmaceutical industry has held that a large sales force is the key to commercial success. However, in recent years, a number of warning signs have emerged about the effectiveness and long-term viability of this expensive asset. While few are saying it publicly, a number of pharma executives are now exploring the possibility that it could be only a matter of time before the industry's dependence on personal selling comes to an end.
Column
Back Page: Let's Get Gutsy
By Pam Maraldo and , Eric Lister, MD
We all know that pharma is facing hard times: cut-throat competition, regulatory constraints, patent expirations, rusty pipelines, rising generics, falling revenues—and, perhaps most important, a firestorm of consumer anger over drug prices and safety now being restoked by the new Democratic Congress. Nevertheless, industry persists in "staying the course"—sound familiar?—rather than charting a bold new strategy. Its two top priorities remain opposing government price controls and thwarting patent laws favorable to generics. These defensive tactics are hardly the hallmark of leadership.
Marketing to Professionals: The Formulary Rebound
By George Koroneos, Online Content & News Editor
Let's face it: no brand manager wants their drug listed on the third or fourth formulary tier. But the reality is that brands often do wind up with low coverage, making them more expensive for consumers.
Direct to Consumer: Q&A with Mark Spellman and Loreen Babcock
Pharma ad campaigns increasingly rely on fear and humor to capture consumer attention. But be aware: Balance is key.
Alternative Media: Search-Engine Marketing: Click, Click ... Are You There?
By Alex Porter
Are your static banner ads underperforming? Are you paying through the nose for the perfect ad position only to discover that your click-through rates are in the low single digits? Chances are that your tricked-out, flashy pharma ad is being ignored because people aren't proactively looking for the information that it's offering.
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?
Global Report
Global Report: Ready ... Set ...
By Sarah Houlton
The UK has benefited from the stem-cell debate in the US. Several scientists have fled to Europe's more favorable regulatory stance.

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