Pharmaceutical Executive, Mar 1, 2005

Features

More Than Just a Pretty Color

By David R. Schoneker

In an ideal world, an anti-counterfeit solution would provide protection throughout the supply chain, allow for easy product identification by physicians, pharmacists, and patients, be easily implemented without ongoing costs—and improve brand image and marketability while it's at it. Yet most current anti-counterfeiting measures involve packaging technologies such as holograms, inks, bar codes and radio frequency ID (RFID) that, although useful, cannot ensure the integrity of the pharmaceutical supply chain, because drugs do not remain in their original packaging. Legitimate repackaging regularly occurs in the pharmacy and elsewhere, and authentic packaging—recycled or stolen—can contain adulterated, counterfeited drugs.

Transparent Trade-Offs

By Bob Korsan , Kevin Dykstra , Dr. William Pullman

The use of a CUI leads development efforts to explre the most valuable region of treatment — not necessarily the the most efficacious.

Columns

Sales Management: Starting from Zero

By S. Kent Stephan

Pharma companies allocate sales calls to doctors based on historic prescribing patterns. Heavy prescribers attract more calls, sometimes in proportion to volume. There's a problem with that practice...

Back Page: States Won't Wait for Feds

By Noah Shannon , Judith Braun-Davis

In 2002 it was the PhRMA Code, in 2003 it was the OIG's Guidance for Industry, and in 2004 it was Justice Department enforcement. Now, in 2005, it appears that regulation of the US pharma industry has a new focal point—state legislatures.

Marketing to Professionals: Marketing to Go

By Rich Levy

Outsourcing is common among start-ups, with limited income to invest in marketing. It makes sense for larger companies with products that lack blockbuster potential.

Alternative Media: Opt-in to Opt-out

The CAN-SPAM (Controlling the Assault of Non-Solicited Pornography and Marketing) Act of 2003 was supposed to level the playing field for pharma marketers. Industry hoped that the legislation, which allows affected parties to bring lawsuits against spammers, would clear the clutter from customers' inboxes so that they would be more receptive to pharma's e-mail messages.

Thought Leaders: Tapping the Free Flow of FDA Information

The Freedom of Information Act is a lousy way to research a company's pipeline because FDA regards drug development as a trade secret.

Direct to Consumer: Payers as Partners

By Lisa B. Bair

Brand managers and managed markets have many common goals, such as increasing consumers' understanding of treatment options. These shared goals create the opportunity for partnerships.

Public Relations: It's Your Day (or Month)

By Megan Svenson

It's possible to ride an event's coattails, but for better results, partner with the non-profit sponsor.

Legal Forum: Patents Pending

By Nagendra Setty

There is a strong sentiment that the new legislation was aimed primarily to please the West, and it went further than it had to, failing to take advantage of carve-outs other developing nations have employed.

World News

Global Report

By Sarah Houlton

Pharma companies in Europe believe that it already takes too long for new medicines to reach patients. Separate bodies for efficacy and safety will lead to further delays.

From the Editor

By Patrick Clinton

In the drug safety debate, we're hearing plenty of potential solutions. They're smart and advance desirable goals. There's just one thing wrong with them: They don't solve the problem.

Special Reports

AIDS in Africa: The Road Forward

By Joanna Breitstein

If the Aspen model works, it could change the model for the developing world. Research-based companies could focus on R&D, and leave the manufacturing to generic companies.

Executive Profile

Pharma's New Face

By Patrick Clinton , Jill Wechsler

We accept risk in every phase of our lives except drugs. There is a lot of risk to open-heart surgery. But I don’t hear anyone saying we need to stop doing it.

Washington Report

Washington Report: The Main Event Begins

By Jill Wechsler

Should policy makers expect 90 percent of seniors to enroll in PDPs, or will 75 percent be enough? Will the program have to keep costs down to $400 billion a year, or will spending be linked to savings elsewhere?