Pharmaceutical Executive, Aug 1, 2004 - Pharmaceutical Executive

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Pharmaceutical Executive, Aug 1, 2004
Features
Rx, Lies, and Videotape
By Grant Winter
Backlash from a government VNR provides lessons for pharma PR.
The Lifecycle of Cipro
By Sibyl Shalo
Blockbusters may not grow on trees, but sometimes they hide in desk drawers. At least that's how it was for one of pharma's most enduring brands--one which, near the end of its patent life, boasts 16 indications, four formulations, and three (recent) billion-dollar years in a row.
Cholesterol Champions
By L.J. Sellers
We had a vision that this project deserved a company with a focus on HDL as the next frontier in the cardiovascular area.
The Growing Pediatrics Market
By David Bergstrom , Steve Freeman , Eugene McNally
Pediatric drugs require investments in formulation, but the market opportunity is worth the cost.
Executive Profile
How to Win Friends, Influence People, and Make NMEs
By Michael D. Lam
Wyeth once made Jiffy Pop and shoe polish. Now the company is promising to deliver two new molecular entities every year.

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