Successful Product Manager's Handbook, Feb 1, 2005 - Pharmaceutical Executive

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Successful Product Manager's Handbook, Feb 1, 2005
Features
Branding: Right Brain Research in a Left-Brained World
By Skip Thurnauer
The very nature of pharmaceutical claims tends to make the industry's messages— and indeed its brands—very left-brain oriented. Think about the language used: "effective first-line monotherapy," "significantly higher response," "24-hour once-daily dosing," and the ever-popular "powerful relief." These stilted claims result partly from the regulatory environment and partly from the nature of the products.
Product Launches: The Couch and the Airline Seat
By Kashif Chaudhry , Jaime Cyr
The inclusion of pharmacoeconomic endpoints in Phase III clinical trials presents a stronger package in support of a US product launch.
Lifecycle Management
Everybody's talking about the importance of product lifecycle management to maximize peak sales. But doctors and patients have lifecycles of their own—they each move from awareness to adoption at different speeds. So how can pharma communicate to customers who are at different points in their relationship with a product? Three experts explain how it might work.
Managed Care Confidential
By Will Febbo
The study revealed that most medical directors are not partnering with pharma to conduct outcome studies.
The New No-Majority Rules
By Melissa Segars
Sixty to 80 percent of minorities have health insurance, and they are thirsty or information.

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