Pharmaceutical Executive
October 03, 2008
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To be effective, an adherence strategy must be responsive to an array of patients with different habits and medications, while providing information, encouragement, and support until adherence becomes reliable.
October 03, 2008
Introduction
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A DTC backlash is forcing branders to come up with new marketing approaches. Some are better than others ... much better
October 03, 2008
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Pharma is looking to advertising agencies for more support, but companies are also under financial pressure, which in turn puts pressure on the agencies. Here are some ways to ease the situation
October 03, 2008
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With an updated understanding of what type of patients use a brand under what clinical conditions, marketers can find ways to invigorate even a mature brand
October 03, 2008
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What companies need is a LCM plan for the long haul that's strategic, funded, and includes a pipeline realignment process for every stage along the way. And they need it now
October 03, 2008
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Between Congress, the courts, and consumers, DTC is having a rough year. Pharma marketers are now being pressured to delay direct-to-consumer advertising for six months. Is it time to pay more attention to educating doctors and patients?
October 03, 2008
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Drugs are being mentioned more and more on TV shows. Is it just part of the script-or promotion on the part of the industry? If so, should it be regulated?
October 03, 2008
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Dr. House, the lead character in TV's hit medical drama, House, is a high-prescribing diagnostician whose drug treatments can as easily kill or cure a patient. Can this be marketing?