Pharmaceutical Executive, Feb 1, 2006 - Pharmaceutical Executive

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Pharmaceutical Executive, Feb 1, 2006
Features
The Five "I"s of Internet Marketing
By Bill Drummy
Online strategies aren't monolithic; each must meet the particular goals of the brand in question, and serve the knowledge needs of a specific disease state. That said, experts agree on many of the fundamentals—the 5 "I"s of Internet marketing:
Breath of Hope: TB in Africa
By Joanna Breitstein
In The Small, Dusty, District Hospital In Temeke, Tanzania, head nurse Sarah Wilson Ochogo is carrying out her morning ritual. She drags a table outside the hospital's tuberculosis (TB) unit, sets out big, white, plastic bottles of pills, and opens a pencil-lined ledger that tracks her patients, their drugs, and their doses. By seven, more than 100 patients are lining up. They place their green patient cards under a stone near the table, and sit down on wooden benches to wait until Ochogo calls their name, gives them their medication, and watches while they take it. By a bit after nine, the patients are off to their daily routines—drawing water, tending crops, or just getting by the way people always have in Africa. And all of them, with luck, are one more day closer to curing their TB.
Columns
Direct to Consumer: Women are a powerful, but untapped, audience
By Elizabeth A. Browning
Educational initiatives geared toward women should allow them to interact, so they inspire and empower one another.
Backpage: Taking Hold of the Wheel
By Bryan Luce
FDA's cautious approach to allowing drug manufacturers to communicate the economic value of drugs is contributing to an already poorly informed healthcare industry, and may be curtailing access to useful drugs.
Marketing to Professionals: Streamlined Scheduling
By Stefania Nappi , Briscoe Rodgers
Reps say they face restrictions on at least 82 percent of visits to medical offices. Many times these restrictions are arbitrary and disparate, vary by office and region, and are subject to frequent change.
Medical Education: What Physicians Want
By Joe DeBelle
Doctors don't want to download a mountain of software, especially if it's not compatible with all computers.
Public Relations: Damage Control
By Robert Chandler , Gianfranco Chicco
Pharma can start rebuilding credibility by developing a thorough, organized campaign that cuts across all disease categories and the industry as a whole.
Alternative Media: How to Capture Your target Consumers' Profile Data Online
By Jere Doyle
Since each consumer has unique preferences and online habits, marketers should leverage a variety of channels to capture a high volume of targeted consumer profile data, without jeapordizing the quality of their lists.
Washington Report
Washington Report: Cross-Agency Collaboration for Part D
By Jill Wechsler
While CMS officials praise the CED policy as a way to extend Medicare coverage, patients and industry fear the agency won't reimburse for innovative treatments unless sponsors support post-approval studies.
From the Editor
From the Editor: Terrorism: The Cliff Notes
By Patrick Clinton
Is the public ready for an exciting thriller about terrorism, drug counterfeiting, valiant FDA agents, and glamorous women who invite pharma CEOs to come up and look at their drug patents? Sure. Maybe someone should write one.
Company Profile
Gene Logic: Rescue Squad
By Ron Feemster
Pharma has an enormous backlog of drugs that never made it out of clinical trials. At Gene Logic, these discontinued drugs spell opportunity. Not only are they the foundation of a new business unit at Gene Logic, such failed compounds may become the cornerstone of a new approach to R&D as the industry confronts its latest productivity crisis.
Global Report
Global Report: Moving Towards Generic Biologics
By Sarah Houlton
In Europe, seven of the top-10 injectible drugs are biologics. Generic versions could be priced 25 to 40 percent lower than prescriptions.
Thought Leader
Thought Leader: Q&A with Ed Broughton
By Alana Klein
Our co-promotions have helped us build a strong infrastructure in the US.
Leadership
Leadership: Wake Up Call
By Sander A. Flaum
Corporate leaders' short-sighted focus on EPS and analyst expectations leaves the US workforce far behind its international counterparts when it comes to cultivating innovation. It's time we stepped up to the plate.
Opinion
Opinion: The Media Attacks Ghostwritten Articles
By Peter Pitts
Attacking articles in medical journals, those ghostwritten by professional medical writers paid by pharmaceutical companies, is the media's latest attempt to taint anything supported, promoted, or approved by Big Pharma.
Special Reports
Annual Press Audit: Front Page Pharma
By Stephen J. Porth , George P. Sillup
The good news is that America's top newspapers were fairer to pharma in 2006. But coverage remains largely negative—and the hot topics are catching the industry by suprise.

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