Pharmaceutical Executive-10-01-2004

Pharmaceutical Executive

TOC

October 01, 2004

How Kos Pharmaceuticals turned a 50-year-old drug for raising HDL cholesterol into a brand-new, burgeoning business.

New Horizons in Pharmaceutical Managed-Care Marketing

October 01, 2004

Special Reports

The marketing challenge for every business is to sell products against a backdrop of competitive forces, technological developments, and established industry rules. While change is a constant, the natural tendency within each of these zones is to operate in some kind of normalcy, and for the relationships among them to interact in equilibrium. There are times, of course, when profound change occurs. These might be called "tipping points," where the weight of something new overwhelms the established logic.

Winning Combinations

October 01, 2004

Features

In an effort to diffuse the impact of generic competition, revitalize established brands, and enhance patient convenience for long-term drug therapy, pharma companies are offering an increasing number of combination drugs. These products can expand disease markets and increase patient compliance, while reducing consumer copayments, thereby benefiting pharma companies and patients.

The Big Squeeze

October 01, 2004

Features

Between now and 2008, $40 billion worth of pharmaceutical industry revenues are at risk through patent expiration on just 19 products in the United States alone. Worldwide, a much more dramatic $72 billion stands to be lost.