Pharmaceutical Executive-09-01-2004

TOC

There's a reason the political parties have formally embraced the Hispanic market this election year: The number of US Hispanic adults (age 18 and older) is topping off at almost 25 million in 2004. And there's a reason the parties are using culturally relevant messaging and Spanish-language content: 40 percent of US Hispanics are foreign born.

The key is to convert raw data into actionable intelligence that can enhance operations and improve decision making.

Unfortunately, companies sometimes violate the public trust by issuing false or misleading statements about FDA-related issues, such as the progress of FDA's pre-market review. When we identify suspected misstatements, we have a new process to bring them to the attention of the SEC staff as quickly and efficiently as possible." Then FDA Commissioner Mark McClellan issued that statement in a February press release.

Pharma marketing appears to operate in a world of its own. When US ad expenditures dipped in 2001, pharma's spend marched steadily on. (See "A Different Drum.") Now, as the ad industry celebrates the quadrennial coincidence of the Olympics and the US presidential campaign, is pharma taking notice? "Not really," says Anne Devereaux, chief integration officer at BBDO.

September Table of Contents

The dynamic that drove the profits out of infant formula is about to be repeated-this time in pharma.

Electronic product codes (EPCs) provide a nearly perfect solution for many of pharma's problems with counterfeiting, diversion, theft, and the like.

Synta is in a very unusual position: Two Big Pharmas have paved the way with proteins, while the small biotech follows with a pill.

Single drugs for single indications are hard to find. Here's how to get around that.

Future savings from specialty pharmacies will come at pharma companies' expense.

Pharm Exec asked a group of research experts what they think are the essential components in putting data to work. Here’s what they said.