Pharmaceutical Executive, Nov 1, 2004

Executive Profile

Patient Centric

By Patrick Clinton

It's a truism among pharmaceutical scientists that you can spend a whole career without working on a compound that goes on to become a successful product. On the executive side, you can devote a career to products that advance medicine incrementally, but never touch a true breakthrough—a drug that fundamentally changes way a disease is treated or companies do business. In an industry devoted to innovation, hardly anyone gets to experience revolutionary innovation.

Features

Your Patent is About to Expire: What Now?

By Andrew Parece, MBA , Edward Tuttle , Anne Hector

Sometimes the loss of revenue from a branded drug can outweigh the royalty stream from an authorized generic.

New Gains for Pain

By Jessica Hou , Rochelle Ellis

The global pain market will reach nearly $29.8 billion in 2008, of which $21.8 billion will come from the United States.

Feeling No Pain

By L.J. Sellers

Lifecycle management and line extensions helped the Percocet franchise generate steady annual growth, rising from $40 million in 1997 sales to $214 million in 2003, despite the fact that it had no patent protection.

AfterShoxx

By Michael D. Lam

We didn't think, even before Vioxx got pulled, that Arcoxia would ever get approved because we thought it had cardiovascular signals—and because of the debate over Vioxx for the last five years. Now, unequivocally, we don't believe it will be approved.

Columns

A Look at the Road Ahead

There will continue to be combination and convergence at the company and product level.

Medical Education: Surround Sound Marketing

By Donna Wolff , Sharon Callahan

Companies used to promote their programs by passing along invitations to physicians through reps or in the mail. But times have changed. There is now a new universe of ways to inform doctors about med ed events.

Back Page: Diagnostic Dilemma

By Gerald N. Rogan, MD

Medicare and other payers should consider R&D costs when establishing prices for biotechnology tests-or compromise the industry's future ability to develop targeted therapies.

The Boy Who Would Be CEO

By Sander A. Flaum

My advice to all young people is to find that thing you feel incomparably called to do. If the task gets deep enough into your guts, you might have no option but to lead.

Marketing to Professionals: E-Detailing as CRM

By Dave Ormesher , Mark Gleason

Strategic marketing plans work best when they integrate e-details with other sales activities.

Direct to Consumer: DTC or DTP

By Ben Whisenant

DTP advertising encourages patients to continue taking their medication or to switch to the advertisers' product.

Alternative Media: Prime Time for Rich Media

By Larry Mickelberg

Pharma will grow their online budgets as they increasingly use the web to market products like automobile manufacturers.

Public Relations: The Future is East

By Michael Durand

India and China now have middle classes with disposable incomes and a thirst for pharma products.

Marketing to Professionals: E-Detailing as CRM

By Dave Ormesher , Mark Gleason

Strategic marketing plans work best when they integrate e-details with other sales activities.

Special Reports

Creativity Without Borders

By Joanna Breitstein

Junction 11 Advertising continued its winning streak with direct messages and haunting images that have become characteristic of the Risperdal campaign.

World News

Time for Transparency

By Sarah Houlton

If trial results never reach the public, researchers could waste time repeating lines of inquiry that have already proven unsuccessful.

From the Editor

Struggling to Take One Step Forward

By Patrick Clinton

Reeve had done something that many of us who communicate about health issues try in vain to accomplish.

Washington Report

New Questions on Safety

By Jill Wechsler

Finger pointing has begun in earnest, as Congress tries to decide who ignored what warning, who silenced what staff scientist, and who broke what law. But recent events also raise real long-term issues for industry.