TOC

February 1, 2005

Pharmaceutical Executive

Pharmaceutical Executive, Pharmaceutical Executive-02-01-2005,

The LazarusEffect

Cover Story

The LazarusEffect

Joanna Breitstein

Senior Editor

Antiretroviral drugs can bring patients back to life. But how do pharma's products get to patients at the heart of the world's biggest health disaster?

Features

Medicare

D-Day

Kevin Barnett

Campbell Alliance

The Medicare Prescription Drug Benefit doesn't begin until next year. But for pharma, a key deadline is right around the corner.

Marketing

The Sampling Subsidy

Nancy Lurker and Bob Caprara

ImpactRx

Sampling is an enormous part of pharmaceutical marketing. But no one has been sure what happens to samples—until now.

Annual Survey

The Rise and Fall of Pharma Reputations

Doretta W. Gasoreks and Jeffrey T. Resnick

Rating Research LLC

In a memorably bad year for pharma, a few companies still managed to shine.

Biopartnerships

Bridging the Gap

Lynda C. McDermott and Esther Fleischhacker

EquiPro International

It's not the deal that scuttles most strategic alliances. It's the culture. The key to success: Know your partner (and yourself).

News & Analysis

Leading Indicators

News

Pharma's tsunami aid

  • The US government targets medical error

  • USP unveils its Medicare formulary

  • Registering clinical trials

  • A newvaccine for rotavirus

  • Is it finally time fortort reform?

Data

Do people still trust drugs?

  • Top patent producers

Thought Leaders

Fran DeGrazio of West Pharmaceutical Services on packaging for biologics.

Washington Report

Safety is dominating the debate over drug regulation. And that's not all good.

Jill Wechsler

Global Report

British royalty: Cambridge Antibody Technologies wins its case against Abbott.

Sarah Houlton

Leadership

A successful leader has to be a full-time teacher.

Sander A. Flaum

Flaum Partners

Strategy & Tactics

Direct to Consumer

Direct mail is once again winning favor in the pharma marketing mix—just be sure to customize it.

Jay Bolling

Roska Direct

Marketing to Professionals

Do readers care who sponsors studies published in medical journals? Editors give their two cents.

Alternative Media

Blogger Matthew Holt cuts through the hype of disease management.

Medical Education

There are no great, cheap, and easy metrics out there to measure CME. But here's how to make what's available work for you.

Stephen Smith

MedsiteCME

Public Relations

The industry's operating paradigm is changing. And PR needs to change with it.

Wayne Pines

APCO Worldwide

Insights

From the Editor

AIDS in Africa: Don't think of it as a market. Think of it as a critique of the industry.

Patrick Clinton

Editor-in-Chief

Back Page

FDA is great at approving new drugs. But it needs to be great at some other jobs, too.

Jonathan Seltzer, MD

Applied Clinical Intelligence

Resources

People Update

Contacts

Calendar of Events

Advertisers Index

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