Pharmaceutical Executive-06-01-2012

2012 Dealmakers Roundtable

Early efforts in the pharma space to harness the engagement factor in game technology focused on delivering a fun experience, with a tackedon educational component. Today's games bring behavior change to the forefront, incorporating social dynamics, mobility, and increasingly sophisticated mechanics.

As brands are required to produce more and more data to convince not only regulators, but payers, physicians, and patients, Jeffrey Jonas is pushing Shire's "search and develop" R&D model into new and sometimes uncomfortable territory.

New drug indications can be a brand manager's worst nightmare or a dream come true. The difference lies in the perspective and in the branding strategy.

A recent medical device controversy in France has pushed European health ministers to agree on a crisis management program for the troubled sector.

Understanding the differences between drug and device marketing can make or break the brand's promotional activities.

A rash of "pro-innovative" approaches for testing and regulating medical products offer ways to speed more new products to market.

As the old Broadway song goes, June is busting out all over-and true to the season this month's issue stretches the seams with content that ranges from the sublime to the ridiculous.