Pharmaceutical Executive, May 1, 2005 - Pharmaceutical Executive

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Pharmaceutical Executive, May 1, 2005
Features
Elephant or Specialist?
By Erik Felker
The future of US healthcare is being created today in Medicare's demonstration programs. But how you respond to them depends a lot on what kind of company you are.
Forget Selecting a Site — Now the Site Selects You
By Richard Gliklich, MD
Post-approval studies, at many companies, do not have a consistent strategy that builds networks of investigators.
Superstar Selection
By Joe Renda , Matt Moyer
"You're fired!" It's a simple phrase that everyone is using, and it's put Donald Trump back into the spotlight. However, the most important statement you will ever make as a manager is "you're hired." With all the pressures of the job and the limited time you have for interviewing, it is easy to rush through this process to fill a slot. Stop yourself—hiring a good person is one of the most important decisions you will make as a manager.
Eisai's New Leadership
By Joanna Breitstein
I realized that, as president of a pharmaceutical company, I am now a representative of the entire industry. As such, my toughest challenge is listening to and seeing the kind of scrutiny our industry is taking.
It's All About Immunity
By L.J. Sellers
In a non-human primate study, high doses of Neumune resulted in 90 percent survival against a lethal level of radiation.
Beyond the Call
By Stan Zehner , Beth Ann Pelegan
Having an efficient, integrated call center can be a matter of life or death. Imagine a pharma company not knowing for several weeks that the active ingredient in a life-saving drug was left out of the final product? How would they learn of the error if the quality control at the manufacturing plant failed to identify the problem? Most likely, the next opportunity for identifying such a crisis is through the call center—the key interface between healthcare professionals, consumers, and the company. However, it's not enough to log complaints about a product's efficacy. Once documented, complaints need to be routed to the right department, evaluated, and consolidated. If a streamlined process isn't in place, weeks could pass without anyone ever taking any action—even as adverse event records pile up.
Columns
Recognize Reward Retain: The Three Rs of Performance Management
By Jennifer Juergens
Employees are most attracted to products they might feel guilty about buying for themselves, but when they have points to redeem, they feel fine about splurging.
Medical Education: Prevention Education
By Marsha Meyer
Attempting to prepare the system for an aging population with nothing more than an increased number of specialists is like treating an eight-inch gash with a Band-Aid.
Nobody Does it Better
By Rick Rosenthal , Rayna Herman
If you work for a company that isn't interested in increasing sales across your portfolio, don't read this article. Otherwise, you'll learn that your district managers (DM) are the keys to doing just that. DMs select and hire new sales reps, guide product knowledge, develop selling skills, provide feedback, and take action to turn around or terminate poor performers. The average industry DM is responsible for generating tens of millions of dollars in sales through his or her teams. But, only 45 percent of industry DMs achieve their sales goals. Companies that succeed in raising the overall effectiveness of their DMs will create sustainable competitive advantage.
Professional Persuasion:101
By Lynn Zimmerman
The sales aid or detail piece tells the features and benefits about the product. The important marketing points are in bold print.
Legal: No Exception?
By Margaret Buck
Pharma companies, universities, and others worry that drug and biomedical discoveries will be thwarted by the cost of access to patented research tools such as databases, peptides, biomarkers, and bioassays.
Unleash the Tablets
By Anthony Manson , Amy Katzenberg
Some reps take to tablet PCs like ducks to water, while others wait for them to become the gold standard. Good training can put everyone on the same page.
Direct to Consumer: Information vs. Education
By Kathy Kastner
It's no wonder, then, that delegates at the most recent Academy of Family Physicians conference indicated that their number-one request of pharma reps is responsible and accurate patient education materials.
Marketing to Professionals: Diagnosing MD Behavior
By Jason Hogg
Good data mining may reveal what types of detailing programs physicians are most likely to respond to.
Thought Leader: Better Business: Balancing Benefit, Risk, and Cost
By Jerry Avorn, MD
Lower-priced drugs used by more patients may meet public health needs, as well as business needs, better than the often rapacious pricing we now see. This will become clearer with likely cutbacks in drug spending of Medicaid this year, and in the planned Medicare benefit next year.
Out to Lunch?
By Sibyl Shalo
It's twelve o'clock—do you know where your reps are? According to research from Health Strategies Group, lunches provide one of the few opportunities in today's short-call environment for sit-down discussions with doctors. The average length of a lunch is 13 minutes, with an average of three physicians per meeting.
PR: In the Loop
By Ame Wadler
Patients today live in a 24-hour news cycle. By the time a doctor has caught up with the latest journal articles, some of the content may already be outdated. Physicians can no longer stay one step ahead of the public.
Back page: Unhealthy Justice
By Robert Ullmann
More than any other healthcare law, the Medicare/Medicaid exclusion statute has distorted our criminal justice system with government fraud investigations. This well-intentioned but misguided law should be repealed.
Alternative Media: The Site That Could
By Benjamin White
From the start, the portal's promise was jeopardized by confusion over its core objective. The site seemed to traverse the traditional functional boundaries of marketing, sales, and information solutions.
Case Study: Science-Based Selling
By D. Chauncey Smith , Michelle A. Youngers
The relaunch team focused on clinical differentiation to drive business with science.
How to Keep Out of Regulatory Quicksand
By Steven Tarnoff
OIG now requires corporate marketing departments and field sales reps to not only document how they promote products, but to also—for the first time—demonstrate the "intent" of marketing activities.
Leadership: Is Work/Life Balance Possible?
By Sander A. Flaum , Jonathon Flaum
The Boomer generation has created weekend dads and TV dinners.
Found in Translation
By Jorge Arteaga, MD
When translating English materials into other languages, be careful of words that mean one thing in one dialect and something else in another dialect. Otherwise, you run the risk of referring to coaches as animal trainers.
What Does It Take to be a Global Leader in Training
By Ed Yavuz
Our goal is competency-based training that has a solid business need, sound instructional design based on adult-learning principles, and metrics that can capture, evaluate, and track what we do. We want a blended-learning approach that can be delivered over the Web, on CD-ROM, or on paper.
Thought Leaders: Playing field in biotech/pharma partnerships levels
By Lisa Drakeman
In the last four or five years—starting in 2000—biotech companies have been able to fund themselves better and are able to do more late-stage development. As biotech companies look toward the future, they do not just want to be research boutiques for the pharmaceutical industry. As a result, pharma companies are accepting the trend towards co-development partnerships for new drugs.
Washington Report
Washington Report: The Pendulum Swings
By Jill Wechsler
Just a decade ago, FDA was accused of dragging its feet on new drug applications. Now, supposedly, the agency is moving so fast that it's letting unsafe, insufficiently tested products into the marketplace.
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Cover Story
From the Editor
Risk: The Series
By Patrick Clinton
A new TV doctor show features the most loathsome pharmaceutical executive in recent memory. But in another important way, the show is serving pharma's best interests.
Special Reports
Pharm Exec Ad Stars
By Joanna Breitstein
A review of the best ads of 2004--and the people that created them.
Pharm Exec Top 50
By Nicole Gray
Revised Copy of May 2005 Pharm Exec Top 50
Media Spend Trends: Changing Lanes
By Diane West
Direct-to-consumer spending increased from $3.2 billion to almost $4.1 billion between 2003 and 2004, the biggest leap since the category began in 1997. While other US industries are just getting their footing back after a prolonged economic slump, DTC advertising, as in previous years, seems unaffected and continues to thrive. Even in the wake of FDA's virtual shutdown of the lucrative COX-2 inhibitor market, both DTC and professional promotional spending have, so far, remained in tact. (See "TV Dominates")
World News
Global Report: Iron Fist
By Sarah Houlton
A recently released report claims pharma hides bad clinical trial results and over-promotes drugs. Tougher regs are being called for.

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