Pharmaceutical Executive, Feb 1, 2012 - Pharmaceutical Executive

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Pharmaceutical Executive, Feb 1, 2012
Features
Prizing the Eye : Brent Saunders, CEO Bausch + Lomb
By Ben Comer
Pharm Exec speaks to Bausch + Lomb CEO Brent Saunders about how he turned around "a very troubled company".
Best to Market
By Ben Comer
Pharm Exec's Brand of the Year: Abbott's Humira
Sales Force Survey: Still Too Much Business as Usual?
By Ian Wilcox , Carrie Fisher , Matt Gurin
In the global battle for market share, the ability to adapt and mobilize your human assets around a responsive commercial model is a key variable of success.
From the Editor
Brand Success: It's Not Serendipity
By William Looney
A new generation of products for inflammatory disease is coming forward, promising better promise and possibly a cure.
Column
Money for Nothing, Patents for Free?
By John Shaeffer , Brianna Dahlberg
State tech transfer laws giving universities automatic ownership of employees' inventions represent a threat to pharma partnerships—but the Supreme Court is poised to intervene in the industry's favor.
Marketing: Finding that Perfect Pitch
By Al Topin , Abby Mansfield
A good creative brief takes raw information and makes it come alive, write Al Topin and Abby Mansfield.
FDA Social Media Guidelines: Irresponsible?
By Jennifer Ringler
After two years of waiting, FDA issued the first in a series of planned guidelines on social media at the end of last year. We look at some of the experts' reactions.
Time to Appoint a 'Chief Patient Officer'?
By Sarah Krüg
Sarah Krug asks if it is time for pharma companies to appoint a Chief Patient Officer, a new position designed to build an accord around patient trust.
How to Choose a Medical Animator
By Dave Gulezian , Noël Ashekian
For a rendering to be effective, the right balance must be struck between captivating art and accurate science.
Industry/Gov't R&D Support: So Far So Good
By Reflector
The EU's Innovative Medicines Initiative is helping to invigorate new drug development, but there are still many hurdles to tackle before its promise is realized.
Costs and Benefits of Health Reform
By Jill Wechsler
Will expanded markets and ACOs offset higher rebates, added fees, and closer scrutiny of marketing and prices?
As the Compliance Net Tightens...
By Glenn Engelmann , Jennifer Geetter
Time to stop and think about CMS's 'Proposed Rule' on transparency and what it means for the life sciences business model.
Country Report
Brazil Report: A Bold Player Blooms
By Sponsored by Focus Reports
Brazil was the last country to enter the fiscal crisis, but also the first to exit. And with a burgeoning middle class and a staunch commitment to national development, its pharmaceutical future is now.

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