Pharmaceutical Executive, Sep 1, 2010 - Pharmaceutical Executive

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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
Washington Report
The Testing of the Tests
By Jill Wechsler
FDA seeks to regulate genetic tests more actively, while encouraging diagnostic development

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