Pharmaceutical Executive, Sep 1, 2010

Features

Looking Beyond the Patent Cliff

By William Looney

Pfizer's VP and Assistant General Counsel for Global Patents and Policy, Roy Waldron, discusses its collaborative strategy to refresh the face of IP

Pharm Exec's Ninth Annual Industry Audit

By William Looney , Bill Trombetta

Professor Bill Trombetta takes a snapshot of the "Glamour 24" companies shaping the pharma industry this year and beyond

Is There a Balm for Gilead?

By Walter Armstrong

A new leader, a big acquisition, and a bold investment in HIV may all be in the works at Gilead. But what will it take to restore the glory days?

Columns

Explaining the Drug Drought

By Kenneth I Kaitin , Eve Slater

Industry needs to engage in a broader public debate on ways to rekindle the innovative engine in new drug discovery and development

Finding the Hidden Behavior Solutions

By Andrea LaFountain

When neither attitudes nor personality drive behavior, Pharma must look to social norms to understand consumer adherence issues

Three Little Pigs of Deceptive Advertising

By Mark Pohl

If companies aren't careful with their marketing spend, they could, in fact, wind up getting too much bang for their buck

To Brand or Not to Brand?

By Brent Rollins , Matthew , Perri

The effectiveness of DTC prescription advertising hinges on a consumer's thirst for information. A new study intimates the less info consumers are given up front, the more they seem willing to learn

Maintaining a Culture of Compliance

By Mary Holloway , Dee Mahoney

In order to sustain compliance it must become a core component of every company's training, sales processes, and incentive programs

Pharm Exec Special Section (Features)

Where Prescribing Oncologists Go for Their Information, and Why

By Jerry Maynor

Marketers need to understand how informal influencers are beginning to replace traditional channels as the favored way for doctors to receive product information from drug manufacturers, and, in turn, how best to leverage peer influence in designing effective meetings and events

With a Little Help from their Peers

By Marylyn Donahue

Physician meetings drive prescribing behavior, but what are the meetings doctors prefer, and who are they listening to?

Tracking Meetings in Troubled Times

Scrutiny of pharmaceutical promotion and gifts to practitioners has intensified, with more states enacting reporting requirements. In May, the federal government passed the Physician Payment Sunshine Act. What kind of impact is all this having on meetings and physician attendance?

From the Editor

The Coming Second Act

By William Looney

Reinvention takes more than a pithy redraft of the strategy plan or mission statement; money, a change in business culture, and the mindset of thousands of employees is required too