Pharmaceutical Executive-02-01-2007

Pharmaceutical Executive

Direct to Consumer: One Size Fits You

February 01, 2007

Column

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Pharma companies have been blasting out electronic newsletters to consumers since the advent of new media. But far too often, the content is vague and redundant, and instead of striking a responsive chord with potential readers, e-mail campaigns are more likely to prompt a strike of the delete key.

Brand of the Year

February 01, 2007

Special Reports

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Gardasil embodies the kind of links between science, commercialization, and humanity that typify great pharma breakthroughs. It turned a medical success story into a campaign of empowerment. Merck used visionary science to produce a vaccine with the potential to eradicate the third-most-common cause of cancer worldwide, and taught girls how to talk about sensitive issues.

Toolkit: Going Head to Head

February 01, 2007

Toolkit

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Comparative drug tests make pharma see red. But market pressure to prove a drug's real-world value is likely to force even the most stubborn firm into the ring. Why be bull-headed? Adaptive trials can cut cost, time, and risk in half.

Virus as Viable Drug

February 01, 2007

Features

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A lot of the viruses that are being worked on today are genetically engineered to target the cell and crank out a drug that will kill it. But in our case, we don’t need a drug-the reovirus does it all by itself.

Marketing to Professionals: Resource Allocation

February 01, 2007

Column

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Pharma can receive twice as much revenue from detailing than from DTC. For every dollar spent detailing, firms should expect about $10 in revenues. The return from DTC advertising is more in the range of $5 to $6.

Opinion: Myth vs. Reality

February 01, 2007

Opinion

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Myth vs. Reality: The American healthcare system needs a makeover. That requires policies based on accurate information about how our country’s system compares to others’. To start, we must separate fact from fiction.

Washington Report: Bundled Together

February 01, 2007

Washington Report

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Democrats want more transparency from pharma, and Republicans also are making noise about pricing. But government drug reimbursement is hard to get right and often creates perverse patient care incentives.

Ain't Misbehavin'

February 01, 2007

Features

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One mystery of human nature is why so many patients can't seem to take their pills properly. What's not in question is the size or seriousness of the problem. Half of all folks in the developed world who have a chronic disease don't follow their medication's dosing, scheduling, or other requirements. On top of the estimated 500 million prescriptions a year that go unfilled, another 500 million are not taken correctly. A mountain of studies have confirmed noncompliance's negative effects on everything from drug effectiveness and patient mortality to healthcare costs and pharma revenues. The World Health Organization has stamped nonadherence "a worldwide problem of striking magnitude."