Pharmaceutical Executive, Jun 1, 2012 - Pharmaceutical Executive

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Pharmaceutical Executive, Jun 1, 2012
Features
Can Social Media Give Big Pharma Back its Reputation?
By Mark Chataway , James Ward
Industry's ability to master the external environment depends on making the 140-character shorthand of the Twitter generation its own.
Raising the Stakes in CNS
By Ben Comer
As brands are required to produce more and more data to convince not only regulators, but payers, physicians, and patients, Jeffrey Jonas is pushing Shire's "search and develop" R&D model into new and sometimes uncomfortable territory.
Gamification Grows Up
By Ben Comer
Early efforts in the pharma space to harness the engagement factor in game technology focused on delivering a fun experience, with a tackedon educational component. Today's games bring behavior change to the forefront, incorporating social dynamics, mobility, and increasingly sophisticated mechanics.
2012 Dealmakers Outlook
By William Looney
Pharm Exec convened a panel of heavy hitters in business development to crack the bat on best practices in licensing and M&A for the year ahead.
Column
A Brand Positioning Nightmare
New drug indications can be a brand manager's worst nightmare or a dream come true. The difference lies in the perspective and in the branding strategy.
Marketing: Medical Devices vs. Pharma
Understanding the differences between drug and device marketing can make or break the brand's promotional activities.
Europe Responds to Medical Device 'Crisis'
By Reflector
A recent medical device controversy in France has pushed European health ministers to agree on a crisis management program for the troubled sector.
Disruption in the C-Suite
By Ben Comer
Clayton Christensen, author of "The Innovator's Dilemma", offers to collaborate with pharma CEOs on solutions to the strategic impasse around flagging drug productivity.
ACOs are Here to Stay, Even if the ACA is Not
No matter how the Supreme Court rules on healthcare reform, the accountable care model will stick around. To play ball with ACOs, drug companies will need to throw a different pitch.
Innovation and Collaboration
By Jill Wechsler
A rash of "pro-innovative" approaches for testing and regulating medical products offer ways to speed more new products to market.
From the Editor
From the Editor:The Connections Game
By William Looney
As the old Broadway song goes, June is busting out all over—and true to the season this month's issue stretches the seams with content that ranges from the sublime to the ridiculous.

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