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Pharmaceutical Executive-06-03-2010
Pharmaceutical Executive
Scott D. Cotherman, CAHG
June 03, 2010
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A heavily rigid agency network structure that fights against their strategic objectives is the last thing clients should be looking for.
Sharon Callahan, Diversified Agency Services Healthcare
June 03, 2010
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The trend is strong, bold ideas that travel across cultures.
Ken Begasse Jr, Concentric Pharma Advertising
June 03, 2010
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With so much variation, why force local affiliates to use the global agency?This is a battle seldom worth the fight.
Al Topin, Topin & Associates
June 03, 2010
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We need to start thinking of digital as part of a marketing plan instead of The Plan.
Phil Deschamps, GSW Worldwide
June 03, 2010
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An ideal partner is one that will work with manufacturers on a variable cost basis, providing the ability to scale resources up and down as new products are introduced and marketing and sales needs change.
Jay Carter, AbelsonTaylor
June 03, 2010
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To assume that growing a marketing presence in emerging markets automatically requires a global agency network is a flawed assumption.
Guess What? Your Corporate Reputation Does matter
June 03, 2010
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Sure, there might be a few key audiences whose view of your reputation is critical, but targeting them is fairly simple and often inexpensive. More times than not, it's better to keep your head down than raise the banner and lead the field.
Agency Confidential: Bad Reputations and Building Value in Emerging Markets
June 03, 2010
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Hot topics in the pharma advertising world and covered in this year's Agency Confidential include marketing drugs in emerging countries, and why you shouldn't worry about what people say about your company.
Ahnal Purohit, Purohit Navigation
June 03, 2010
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Two of the most essential supplies we can offer emerging regions are infrastructure support and easier access to health information
Michael McLinden, MCK
June 03, 2010
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Strategy-listening, seeing, thinking-all need to be done locally.
Agency Buzz: Branding in Emerging Markets
June 03, 2010
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New high-growth markets are reflecting an unprecedented shift of industry growth to the world's emerging economies. How are Pharma's agencies coping?
Jeff Burke, MicroMass Communications
June 03, 2010
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The monolithic dictates out of marketing and agency headquarters in New York and London-and the way they are forced on local marketing efforts-work to undermine adoption at the local level
Amar Urhekar, McCann Healthcare WorldWide, McCann Worldgroup
June 03, 2010
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A global agency has the highest chance of ensuring core brand value
Jon Hussey, Palio
June 03, 2010
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In China people view expenditures on pharmaceuticals as a "cost" rather than a "purchase"
Maureen C. Regan, RCW Group
June 03, 2010
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The pharma industry has only recently seen the kinds of price pressures that the retail industry has operated under for decades.
Want a Good Reputation? Earn it.
June 03, 2010
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The companies with the best corporate reputations have responsibility initiatives that earn their way, but very few of them started in response to a perceived problem or a bit of bad press.
Creating Brand Value In China: Two Case Studies
June 03, 2010
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After an active campaign spanning nearly six years, the epidemiology data showed a decline in the number of patients with Hep B, from 1.3 million to 0.9 million.