Pharmaceutical Executive, Nov 1, 2009 - Pharmaceutical Executive

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Pharmaceutical Executive, Nov 1, 2009
Features
The Zen Approach to Transforming the Traditional Sales Model
Don't throw the sales force out with the bathwater. Accomplish more with fewer reps, less money and little effort. Impossible? Read on...
Marketing's Stepchild No More
By Rita Numerof
In today's "show me the money" marketplace, reimbursement strategy must innvolve more than seeking a good price based on ability to pay.
Lean Comes to Pharma
By Adam Farber , Kim Wagner , Ulrik Schulze
The business philosophy and tools that revolutionized Toyota could save the ailing drug industry a lot more than just time and money. But is pharma really capable of getting lean?
Free the Reps
Last year 90,000 pharma sales reps stopped in at hospitals and doctors' offices to woo doctors and dish out free samples. What would happen if they all went away? The answer is simple: everyone would be better off.
Rx Club Awards 2009: Spotlight on Synergy
By Brittany Agro
This year's winning brand advertising campaigns convey compelling messages with eye-catching graphics and creative copy.
Columns
Talk of the Town
Conversational marketing is a great resource for understanding and influencing physician–patient dialogues in the emerging healthcare environment.
Revamp the Pitch Process
Emphasizing mutual transparency can be a recipe for successful long term client–agency relationships.
Reckless Abandonment
Executives should embrace design to discover new markets and find new ways to server customers.
Back Page
The Incredible Shrinking Margin?
Emerging country markets are the new black in great expectations for pharma.
From the Editor
The Healthcare Thicket
Despite its success as a proponent of reform, the drug industry, whose main offering is a product easily siloed against other health services, remains vulnerable.
Column
Time to Step Up
By Sander A. Flaum
The economy is turning around; leaders need to position their companies now for the market bounce.
Washington Report
Risk and Restrictions
By Jill Wechsler
FDA and Congress weigh policies for improving drug safety via ads and written information.

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