Pharmaceutical Executive, Apr 1, 2006 - Pharmaceutical Executive

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Pharmaceutical Executive, Apr 1, 2006
Features
Culture Clubs: Independent Ethics Committees
By Matthew Kibby
Before clinical trials began to cross international lines, recruiting patients was fairly simple. Recruiters had to research only one country's cultural and regulatory standards. But as trials go multinational and the various players in the global study community begin working together for the first time, sponsors discover new levels of complexity. Divergent regulations, cultures, and languages hamstring efforts to find a single approach to patient-outreach communications.
The Road to Nowhere?
By Clayton Christensen , Charles McLaughlin , Steve Wunker
Drug companies can do to specialists what Intel did to PC box makers: commoditize them.
Columns
Alternative Media: TV's Targeted Comeback
By Howard Steinberg
Consumers don't want scheduled media; they want to control their TV programming just as they control their TiVos and iPods.
Meetings: Doctor Consultation
By Geoffrey M. Levitt
Meetings at which peripheral activities become the focal point are likely to attract scrutiny.
Direct to Consumer: Inspirational Insights
By Bob Sukys , Bill Vernick
Ask for their favorite new products or advertising campaigns, and most folks in pharma marketing can easily rattle off a whole list. But ask, "What were the consumer insights behind the product or advertising?" and you may be met by a blank stare. That's too bad, because whether brand marketers are developing a current product or launching a new one, powerful consumer insights are what they need to get into the hearts and minds of their target consumers.
Marketing to Professionals: A Sample Plan
By David Duplay
The next generation of e-sampling will be integrated into the physician's workflow via e-prescribing.
Washington Report
Washington Report: A Warning Trend
By Jill Wechsler
FDA doesn't usually write a black box warning "without some pretty good data," said Robert Temple of FDA's Office of Medical Policy. Overuse of the black box can both dilute its impact and limit access to needed treatment.
From the Editor
From the Editor: Attack from Below
By Patrick Clinton
Safety advocates want to make it tougher for new drugs to win FDA approval. Consumer advocates want to make it legal to import drugs from abroad. Put those ideas together, and what have you got?
Profile
HBA Woman of the Year: Susan Desmond-Hellman
By Joanna Breitstein
So-called "consumer-driven" health insurance is designed to help informed consumers make better decisions about their medical treatment. But the high deductibles associated with these plans are affecting the end goal.
Thought Leader
Thought Leader: Q&A with Joel A. Tune
By Ron Feemster
The blockbuster era is at an end. Drugs are focused on smaller audiences today. With fewer doses to run, we must be flexible to support multiple molecules.
Special Reports
Media Spend Trends: Change the Channel
By Diane West
It's not closing time, but it does seem like the nine-year, direct-to-consumer (DTC) advertising happy hour is winding down. PhRMA's new Guiding Principles are dimming the lights, and television, the most glamorous and visible media channel for DTC, will have to turn down the volume.
Pharmaceutical Executive's Ad Stars
By Alana Klein
In 2005, healthcare advertising hit a new level of refinement in strategy and sophistication in execution. Even better, it reached a new place, where promotion and education sit comfortably together. Brand teams are growing and learning, particularly about using emotion to inspire action.
Leadership
Opinion: Unintended Outcomes for Consumer-Drive Insurance
By Humphrey Taylor
High-deductible health plans go against the goals of employers, pharma, and the public.They don't reduce out-of pocket drug costs.
Leadership: The Short List
By Sander A. Flaum
A leader has limited time and energy. Good choices about how to conserve these commodities make all the difference between performing exquisitely and just getting by.
Opinion
Deal Making: Who's Coming to the Table
By Patrick Clinton
Acquired: Intellectual property and technologies related to RNAi, therapeutics for respiratory diseases From: Galenea, Cambridge, MA By: Nastech Pharmaceutical Company, Bothell, WA Terms: Not disclosed
Backpage
Access for Dual Eligibles
By Lauri Mitchell
Dual eligibles have less access to top brands than they did before the launch of Part D

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