Pharmaceutical Executive, Jul 3, 2007 - Pharmaceutical Executive

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Pharmaceutical Executive, Jul 3, 2007
Features
Culture Shock
By Louis A. Morris
What's old and established is in, what's new—and once interpreted as"better"—is out
Harbingers of Change
By IMS Health Intelligence.360 Editorial Board
As generics manufacturers grow more aggressive, will branded companies follow suit by deploying thorough patent strategies—and crack legal teams? Will government efforts in Japan finally bring cancer out of the shadows and spur oncology sales? Will the adoption of intellectual property rights drive pharma growth in India and help push the country to the top tier of global economic powers? These questions point to developments—some of them flying beneath the radar—that we expect to have major implications for pharmaceutical companies down the road. Each year, IMS identifies the key events that it believes will have a significant impact on the global pharmaceutical market. Here, we reveal those events—the harbingers of change—that will define and reshape the market through 2007 and for years to come.
In Sync with California
By George Koroneos, Online Content & News Editor
Although pricey, serialization with RFID is expected to reduce logistical errors and address some aspects of supply chain security
Take Me to Your Leader
By Walter Armstrong
It's bittersweet being one of the leaders of an industry that is not sustainable," a top pharma CEO recently told Carolyn Buck Luce, Ernst & Young's global pharmaceutical sector leader. Bittersweet is a poignant word for a hard-driving exec to issue.
Washington Report
Washington Report: Vaccines for Everyone
By Jill Wechsler
Not long ago, vaccines were Big Pharma's neglected stepchild—cheap, one-time treatments that scarcely made a profit. The pharmaceutical industry was moving away from them in a hurry.
From the Editor
Post-regulatory
By Patrick Clinton
The Acomplia story isn't ending. It's just beginning. Get ready to see what happens when a much-desired drug is marketed by people accountable to no one.
Global Report
Five-Year Survivor: European Edition
By Sarah Houlton
Says Roche UK CEO John Melville: "There is little difference in the incidence of cancer, in broad terms, across Europe, but cancer survival is very different"
Deal Making
Actavis Going Private?
The month in deals: Merck KGaA's generics unit goes to Mylan; Genzyme acquires its partner in a key oncology drug; and Amgen makes significant acquisitions in kidney disease and diabetes/inflammatory diseases
Opinion
Lead, Follow, or Get Out of the Way
By Humphrey Taylor
If pharma is seen as a genuine contributor to the policy debate on comparative effectiveness, it could influence funding, pricing, and coverage decisions
Column
The Secret of My Success
Between the constant push for more government regulation of drug marketing and the conservative nature of the industry, the fast-paced world of pharmaceutical advertising doesn't seem too glamorous. But for one night every year, dozens of agencies and pharma companies take a walk down the red carpet to honor their peers at the annual PhAME Awards. Pharm Exec talked to some of the winners and industry insiders to take the current pulse of consumer advertising and find out what it takes to make an award-winning DTC ad.
Pump Up the (Early-Stage) Pipeline
By Nina Menezes, Strategic Advisors , Rich Mynahan, Strategic Advisors , Leerink Swann, Strategic Advisors
Many companies these days face a real challenge in communicating their value to potential investors: They can't tell investors the story they want to hear, and they don't quite know how to tell the story investors need to hear.
Professional Promotion Through Patient Understanding
By Paul LeVine, InfoMedics , Jeanne Zucker, InfoMedics
Though it may sound paradoxical, the most effective deployment of a patient-feedback program is within a pharmaceutical brand's professional promotions
Oh Man, Avandia
By Walter Armstrong
All hell broke loose on May 21 when the New England Journal of Medicine released Cleveland Clinic cardiologist Dr. Steven Nissen's meta-analysis of 42 studies of Avandia, showing a 43 percent increased risk of heart attack.
Game On
With gaming technology, pharmaceutical companies can display immersive 3-D animation that allows doctors to explore inside an interactive environment pertaining to a drug's method of action
Toolkit
Good Tailoring
By Jessica DiPaolo
Personalized health communication enables marketers to vary the messages they deliver, and it increases their ability to motivate different patients to act
Thought Leader
Connected Markets, Rob Dhoble
We'll see a more coordinated, worldwide platform not just for marketing, but for R&D and regulatory because of the harmonization that is slowly coming, primarily between Japan, Europe, and the United States

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