Pharmaceutical Executive, Nov 1, 2004 - Pharmaceutical Executive

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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.

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