Pharmaceutical Executive-06-03-2010

Pharmaceutical Executive
Features

June 03, 2010

A heavily rigid agency network structure that fights against their strategic objectives is the last thing clients should be looking for.

Pharmaceutical Executive

The trend is strong, bold ideas that travel across cultures.

Pharmaceutical Executive

With so much variation, why force local affiliates to use the global agency?This is a battle seldom worth the fight.

Pharmaceutical Executive
Features

June 03, 2010

We need to start thinking of digital as part of a marketing plan instead of The Plan.

Pharmaceutical Executive
Features

June 03, 2010

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.

Pharmaceutical Executive
Features

June 03, 2010

To assume that growing a marketing presence in emerging markets automatically requires a global agency network is a flawed assumption.

Pharmaceutical Executive

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.

Pharmaceutical Executive

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.

Pharmaceutical Executive
Features

June 03, 2010

Two of the most essential supplies we can offer emerging regions are infrastructure support and easier access to health information

Pharmaceutical Executive
Features

June 03, 2010

Independence equals creativity, and solutions

Pharmaceutical Executive
Features

June 03, 2010

Strategy-listening, seeing, thinking-all need to be done locally.

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Pharmaceutical Executive

June 03, 2010

New high-growth markets are reflecting an unprecedented shift of industry growth to the world's emerging economies. How are Pharma's agencies coping?

Pharmaceutical Executive

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

Pharmaceutical Executive

A global agency has the highest chance of ensuring core brand value

Pharmaceutical Executive
Features

June 03, 2010

In China people view expenditures on pharmaceuticals as a "cost" rather than a "purchase"

Pharmaceutical Executive
Features

June 03, 2010

The pharma industry has only recently seen the kinds of price pressures that the retail industry has operated under for decades.

Features
Pharmaceutical Executive

June 03, 2010

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.

Pharmaceutical Executive

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.