Pharmaceutical Executive, Oct 1, 2004 - Pharmaceutical Executive

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Pharmaceutical Executive, Oct 1, 2004
Executive Profile
Under Construction
By Patrick Clinton
Kos Pharmaceuticals was first to market with a product to raise HDL cholesterol, and it wants to join pharma's billion-dollar club by 2007. Big plan. Here's how it's going.
Features
Winning Combinations
By Allan Fine
In an effort to diffuse the impact of generic competition, revitalize established brands, and enhance patient convenience for long-term drug therapy, pharma companies are offering an increasing number of combination drugs. These products can expand disease markets and increase patient compliance, while reducing consumer copayments, thereby benefiting pharma companies and patients.
The Cost of Innovation
Drugs are cheaper in some countries and more expensive in others. And that, experts say, is a good thing, not just for companies but for patients.
It's All in the Details
By Zach Henderson , Hossam Sadek
Brand managers assume that more information leads to more effectiveness. Unfortunately, the reverse is true.
The Big Squeeze
By Terry Hisey
Between now and 2008, $40 billion worth of pharmaceutical industry revenues are at risk through patent expiration on just 19 products in the United States alone. Worldwide, a much more dramatic $72 billion stands to be lost.
Columns
Direct to Consumer Want Lifetime Customers?
By Dorothy Smith
Patients often drop out of therapy because of adverse side effects and the feeling that drugs aren't "helping."
The Price of Politics
By Lance E. Lindblom
Most companies won't talk much about the money they spend on political contributions. If you ask, they tell you to dig through filings at various federal and state election commissions and the IRS.
Knowing When to Say No
By Sander A. Flaum
After being in management for 30 years, your instincts tell you which people are open to new ideas and who just likes to hear himself talk.
Sales Management Redefine Top Performers
By Jann Kennan, EdS
Managers employ incentive programs to get reps passionate and focused on detailing doctors. But during mergers or acquisitions, which are huge distractions, managers need to turn up the heat on those programs.
Marketing to Professionals PDR Turns 60
Data from this LSFT will be used to support regulation to allow omission of paper package inserts. Stay tuned.
Public Relations: Why Advocacy Beats DTC
By Josh Weinstein
DTC ads may increase short-term patient requests. But it does little to dissuade consumers that pharma has more money than they know what to do with-and is not good for brands or industry in the long run.
Lose the Anticompetitive Edge
By Bryan Schaefer
Companies should not hesitate to enter an agreement that appears anticompetitive-as long as it is not in fact a sham.
Alternative Media: Blogging for Pharma
By Debrianna Obara
Although weblogs—commonly know as blogs-have been around as long as the internet, only in the last year has the medium expanded from the realm of techies into the world of mainstream advertisers. From the campaign of Democratic presidential candidate Howard Dean to Google to Nike, organizations are looking at the web pages of bloggers to learn how to turn blogging to their advantage.
World News
Fakes Hit British Pharmacies
By Sarah Houlton
The fakes likely entered the market through internet commerce, yet the government seems to be encouraging online pharmacies by discussing a shakeup of retail drugstores.
From the Editor
Pharma's Most Important Product
By Patrick Clinton
In the real world, progress doesn’t result in fewer complaints. It leads to complaining about better things.
Special Reports
New Horizons in Pharmaceutical Managed-Care Marketing
By Ira Studin
The marketing challenge for every business is to sell products against a backdrop of competitive forces, technological developments, and established industry rules. While change is a constant, the natural tendency within each of these zones is to operate in some kind of normalcy, and for the relationships among them to interact in equilibrium. There are times, of course, when profound change occurs. These might be called "tipping points," where the weight of something new overwhelms the established logic.
Washington Report
Trials and Tribulations
By Jill Wechsler
Waxman promised to put teeth in the proposal by levying fines on sponsors of clinical trials that fail to comply.
The Pros and Cons of Project BioShield
Acambis'smallpox vaccine will be among the first biodefense products to come to market under the three-month old US BioShield law.

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