Pharmaceutical Executive-04-01-2006

Pharmaceutical Executive

Culture Clubs: Independent Ethics Committees

April 01, 2006

Features

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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.

Direct to Consumer: Inspirational Insights

April 01, 2006

Columns

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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.

Washington Report: A Warning Trend

April 01, 2006

Washington Report

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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.

Media Spend Trends: Change the Channel

April 01, 2006

Special Reports

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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

April 01, 2006

Special Reports

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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.

From the Editor: Attack from Below

April 01, 2006

From the Editor

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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?

HBA Woman of the Year: Susan Desmond-Hellman

April 01, 2006

Profile

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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.

Access for Dual Eligibles

April 01, 2006

Backpage

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Dual eligibles have less access to top brands than they did before the launch of Part D