Pharmaceutical Executive, Oct 1, 2005

Thought Leader

Sampling: Crimes in the Closet

By Steve Tarnoff

The pharmaceutical industry devotes more of its promotional budget to samples than anything else, unless you count the army of sales representatives that delivers them. This year, the average wholesale price of samples passed out to doctors will approach $15 billion—roughly twice the value of samples five years ago. And although few in the industry have come to grips with it, the federal regulations governing this enormous investment have undergone drastic changes.

Thought Leader: Room for Improvement

By Randal J. Kirk

When you have a workable technology, the question becomes ‘To what do you apply this technology?’ and ‘Where do you spend your time?’ We really believed we would be most successful by spending a lot of time figuring out which drugs to work on and then working assiduously on those few products with huge potential.

Columns

Alternative Media: Mobile Marketing

By Jeffrey Tangney

Because mobile devices are a convenient source for breaking headlines and other news, many physicians have adopted mobile news services to stay abreast of specialty journals and clinical news.

Public Relations: Desperately Seeking Value

By Jan Fitzpatrick

Because each pharma company individually determines what FDA guidance on medical education programs requires them to do, policies and procedures dramatically vary from one company to the next.

Backpage: Under Surveillance

By Philip A. George

You hear it often these days: Recent drug recalls have shaken the confidence people place in the pharmaceutical industry. While there's some truth to it, the reality is much more complex.

Direct to Consumer: Perfect Package

By Gordon Wade , Kent St. Vrain

The ideal healthcare package, in addition to reflecting the quality of the product it contains, fortifies brand equity and differentiates the product in the marketplace.

Leadership: Feed the Heart

By Sander A. Flaum

There comes a point when people have enough stuff in their lives, but they can never have enough meaning. Leaders have to find opportunities for their eams to do more than turn the machine of profit.

Marketing to Professionals: Senior-Care Specialists Surge

By Phil Patrick

Partnerships with geriatric pharmacists will be critical for brand teams that market products specifically to seniors.

Public Relations: Communications Delivery Chain

It's important to empower individuals to understand and accept the responsibility for being stewards of their own health.

Washington Report

Washington Report: Antivirals: Meeting a World of Need

By Jill Wechsler

Many still regard FDA's approach as costly and unnecessary. But the prospect of qualifying for purchase by PEPFAR is attracting applicants. The policy has helped bring news AIDS treatments to market.

Key Opinion Leaders Interactions with Pharma

By Kashif Chaudhry , Anne Love

Data suggest that pharma companies engage the same key opinion leaders on assignments in three to seven departments or product groups at once.

Orchestrating Compliance

By Andy Bender , Noah Shannon , Judith Braun-Davis

Product managers would be less disrupted if compliance activities at pharma companies were more anticipatory than reactionary.

Features

Changing Diabetes

By Martin Soeters

Martin Soeters (pronounced soo't rs) has dedicated a quarter century—almost half his life—to the company at which he's now president of US operations. Novo Nordisk, where Soeters has worked since 1980—in various executive roles and locations, from The Netherlands (his homeland) to Belgium to France—is a leader in diabetes treatment, with the largest portfolio in the industry.

Clear Road Ahead

By Lisa Grimes

Increased availability of clinical-trials information allows patients to identify trials in which they may participate, assess safety issues, and easily register.

Physician Frustration

By Christopher Lisanti , Pat Pesanello

As the industry thinks about new sales force models, it should look beyond ROI numbers, toward a new paradigm that not only works for pharma, but also for its customers.

Whose Afraid of Authorized Generics

By Gregory Glass , Christopher J. Worrell

No brand manufacturers plan to market generic versions of their own product, at least not until the patent expires. And why would they? As long as the branded version enjoys patent protection, marketing a cut-rate product would eat away profit margin during the years when a drug makes the most money.

Under the Influence

By Mike Iafolla , Steve Greco

Sales reps should be able to access, in a central location, company-enerated influences that have affected a given physician. This type of closed- loop marketing creates a more customer-centric approach that provides etter influencer-level insight by connecting each resource, providing direction and metrics, and continually re-evaluating key influences and ROI.

Bad Rep? A Q&A with Jamie Reidy

By Ron Feemster

TO HEAR JAMIE REIDY TELL IT, HE'S ALWAYS BEEN THE SORT of slacker who succeeds. He did enough work to get decent grades in high school and at Notre Dame University, which he attended on an ROTC scholarship.

Ad Agencies to the Rescue

By Alana Klein

The client-agency relationship is a product of its environment. Chock-full of regulatory requirements, scandals, and heightened FDA scrutiny, the current environment leaves much to be desired. But this is hardly news for the pharma industry.

Pairing Up

By Elio Evangelista

Market researchers often fail to realize that whenever they collect competitor information they are in fact collecting competitive intelligence. The same is true in reverse.

Global Report

Formulary Additions: The Big Picture

By Jill Van Den Bos

To get along with the CFO, drug companies need to express more data in units that a health plan can integrate into its own internal actuarial analysis. The financial decision makers at a health plan want to know how a new drug affects the value of expected claims on the whole.

Global Report: Animal Attacks

By Sarah Houlton

UK courts are affirming the belief that medical research and drug development have made a huge contribution to people's quality of life, and that a small but vital part of that work involves the use of animals.

From the Editor

From the Editor: No Substitutes

By Patrick Clinton

In an opinion piece in the September 8 New England Journal of Medicine, Harvard medical professor and long-time industry critic Jerry Avorn takes a whack at FDA, accusing the agency of practicing a level of science that wouldn’t pass muster anywhere else in research—science that’s only "good enough for government work.";

From the Editor: Incorporating Compliance

By Patrick Clinton

Think of the role compliance plays in your job. Now imagine that level of concern increased by 25 percent, 50, or even more. That's what pharma has to look forward to in the next few years, as the effects of old regulatory initiatives, such as 21 CFR Part 11 and Sarbanes Oxley, start fully kicking in—and as we experience the as-yet-unknown regulatory fallout of the new concern with drug safety. It's no surprise that a great portion of this volume of Pharm Exec's Successful Product Manager's Handbook series is given over to compliance.