Pharmaceutical Executive, Aug 1, 2005 - Pharmaceutical Executive

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Pharmaceutical Executive, Aug 1, 2005
From the Editor
40-a-day
By Patrick Clinton
With patients who suffer from poverty, lack of education, and disease, it is incredibly easy to do damage through a marketing tactic that might be acceptable for another group.
Global Report
Global Report: Big Disadvantage
By Sarah Houlton
SPCs extend a drug's basic patent protection for up to five years, to take into account the time that may have lapsed between the filing of a patent application and the granting of market authorization.
Washington Report
Washington Report: Treating Patents
By Jill Wechsler
Integra v. Merck KGaA supports research by large pharmaceutical companies, but it also opens the door to greater use of compounded materials by all parties. Congress may have to clarify its scope.
Columns
Alternative Media: RSS Revolution
By Marc Blumberg , Hensley Evans
RSS has the power to change how users consume Web-based content, giving them control of their information and increased privacy.
Marketing to Professionals: Penetrating P&T
By Alana Klein
As a result of the rapid innovations in drug technology, and the increasing complexities surrounding drugs' safety, cost, and efficacy, the demand for extensive formulary reviews is growing. To keep pace, Pharmacy & Therapeutics (P&T) committees have been ardently reviewing medications to determine which ones deserve inclusion and preferred placements in health plans and formularies. While there are many factors that influence the committees' decisions, with some carrying more weight than others, pharmaceutical execs complain that there is no accurate way to predict which drugs will make the cut.
Direct to Consumer: The Campaign Conundrum
By Steve Girgenti
The world might seem large but it's actually smaller than ever. The best way to exercise a high level of quality control is to make sure that the campaigns are globalized.
Backpage: Feet-on-the-Street Interview
By Epocrates
The rep's job is getting tougher. That's the major takeaway from a recent survey of reps conducted by Epocrates. The company interviewed 300 randomly selected reps who had purchased at least one Epocrates product license certificate, asking them how their jobs had changed in the past three years.
Making Drugs Smarter
By Nicholas Peppas
Imagine drugs that can detect one particular compound in a patient's body and respond to it by releasing a drug. They're not that far away.
Medical Education: Preferred Providers
By Alana Klein
CME providers that are affiliated with a university medical school or medical society are likely to obtain physicians' support for their programs, according to a survey conducted by Rogers Medical Intelligence Solutions, an accredited provider of CME. The survey, which examined physicians' CME provider preferences, found that many physicians prefer programs that are affiliated with respected university medical schools or medical societies over hospital-run programs or those self-accredited by medical communications agencies.
Features
Docs of Shanghai
By Lena Chow
Western pharma companies call on only China's largest hospitals in the biggest cities. By some estimates, this amounts to only 20,000 doctors.
What Does It Really Take?
By J. Kevin Day
Leadership evolves from the dynamic of particular situations. Without Adolf Hitler, Winston Churchill may have been remembered as a quirky backbencher.
Position, position, position
By Richard B. Vanderveer
Elegant positioning strategies often fail when doctors learn that a prescribed product isn't on a patient's managed care formulary.
Weathering the Storm
By Joanna Breitstein
BMS' use of investigational toxicology puts it in good stead with FDA, which, under its Critical Path initiative, is pushing for more complete toxicology packages.
Part D Phase 2
By Kevin Barnett
Manufacturers will have to incorporate Part D–specific messaging into all of their current marketing materials. In addition, they should consider publication plans and CME that specifically address the needs of seniors.

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