Pharmaceutical Executive, Feb 1, 2005 - Pharmaceutical Executive

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Pharmaceutical Executive, Feb 1, 2005
Features
Medicare: D Day
By Kevin Barnett
For companies that are prepared, Part D represents a great opportunity. For others, failing to react quickly enough could be a costly mistake.
The Sampling Subsidy
By Nancy Lurker , Bob Caprara
Physicians give only 25 percent of samples to newly diagnosed patients, along with a prescription.
The Rise and Fall of Pharma Reputations
By Doretta W. Gasorek , Jeffrey T. Resnick
As a reputation driver, ethical behavior has increased steadily in importance over the last three years.
Bridging the Gap
By Lynda C. McDermott , Esther Fleischhacker
An effective, high-performing alliance can generate a stronger bottom line outcome.
Special Reports
AIDS IN AFRICA: The Lazarus Effect
By Joanna Breitstein
For Africa's 25 million AIDS patients, the difference between death and life is drugs. But how do pharma's products get from the world's wealthiest companies to patients at the heart of the world's biggest health disaster? Joanna Breitstein went to Uganda to find out.
Washington Report
Side Effects
By Jill Wechsler
One response to today's safety concerns is particularly alarming: The research community has become skittish about conducting clinical studies involving pain medications and other high-risk treatments.
Columns
Back Page: Is FDA Out of Date?
By Jonathan Seltzer, MD
FDA is good at evaluating new drugs. It needs to be good at managing risk. And that will require major changes.
Leadership: Leading by Teaching
Your number one responsibility is to help your people exceed all of their personal goals
Marketing to Professionals: We Asked, They Told
A new resource will extend the reach of journal articles throughout fragmented online physician audiences
Medical Education: A Truer Measure of CME
By Stephen Smith
Any good approach to continuing medical education measurement of should require a real definition of "participants" based on how many learning objectives the person was exposed to and participated in.
Alternative Media: The Blog Roll
EMRs can help DSM companies figure out who will benefit from aggressive intervention.
Public Relations: This Year's Model
By Wayne L. Pines
Industry always relied on the "medical miracle" message. Now it must also address the harm those medicines can cause.
Biological Vial: More than Just a Pretty Package
We think marketing can and should play a bigger role in packaging decisions. After all, they are interested in making a product stand out in the marketplace. And a unique reconstitution, for example, can do that.
Direct to Consumer: Direct Mail, Done Right
By Jay H. Bolling
With proper privacy provisions, it's also possible to access consumers who haven't opted in.
Small Pharma's big Win
The High Court ruled that Abbott should pay the agreed-on royalty of 5 percent rather than the 2 percent it's been paying. The difference may be worth $392 million
Doctors Behind Bars
By Joanna Breitstein
There's no better use of healthcare marketing dollars than to reach patients with unmet needs. That's why niche marketing has gained steam during the last few years. But increasing competition in accessing doctors who treat culturally and racially diverse patient groups means pharma marketers have to refine their definition of what constitutes a niche market in the first place. In doing so, they may stumble over a market that has not yet been saturated—US prisoners.

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