Pharmaceutical Executive, Dec 1, 2009 - Pharmaceutical Executive

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Pharmaceutical Executive, Dec 1, 2009
Features
Fight or Flight?
By Walter Armstrong
As the old orthodoxy shatters, pharma must stand firm or leave the field.
Change Agent
By Jill Wechsler
FDA Commissioner Margaret Hamburg has a history of health advocacy and a clear mandate to transform the agency. But can she succeed where others have failed?
From Promise to Payoff
By Ron Feemster
Our sixth annual pipeline report details 44 drugs that industry will be talking about in 2010.
Strategy for Security
By George Koroneos
A new pharma consortium focuses on securing the supply chain upstream. Pharm Exec interviews Rx360 to learn more.
From the Editor
End the Drug Drought
By William Looney
The fight against cancer may be the litmus test for how regulation and private investment work together to address the disease burden.
Washington Report
Go Go Generics
By Jill Wechsler
They already dominate the pharmaceutical market, and now generics are poised to move into biologics and complex dosage forms.
Columns
Personalized Medicines: Implications for Pharma
By Kathleen Dunn, KFDunn Life Sciences
Marketers will need to address not only the benefits of the therapy but also the benefits of a diagnostic assay.
The Best Story Wins
By David Ormesher
Storytelling is a great tool for clinical settings more accustomed to evidence-based marketing.
Make Rebates Work
By Pratap Khedkar, ZS Associates , Nitin Jain, ZS Associates
Process-driven managed-care rebating programs can drive profitability

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