A Call to Action: A Mea Non Culpa by Big Pharma<\/strong> <\/p>\n
A review of the book “A Call to Action” by Pfizer CEO Dr. Hank McKinnell. This review focuses on the 10 action items McKinnell promulgates. Notwithstanding an Amazon.com review of the book written by Peter Rost — Pfizer’s whistleblowing head of endocrine care marketing unit — in which McKinnell is described as making “an impressive mea culpa,” this book is actually a mea non culpa! Find out why. <\/p>\n
Click Here for Full Text<\/a><\/b> – FREE! (pdf). <\/p>\n The debate surrounding the strategic and economic value of having an online DTC strategy rings loud and clear at most global pharmaceutical companies today. In general, the key questions are where and how the online strategy creates disproportionate and sustainable value for the brand. This article focuses on the power of the product Web site as a conversion tool and illustrates how the Web strategy fits into the overall marketing continuum – from initial engagement all the way to loyalty marketing. <\/p>\n Expanded Summary Available<\/a>.<\/i> <\/p>\n Before you buy this reprint, take a look at the DTC Advertising Reprint Package<\/a><\/b>, which contains this reprint and other articles on the topic of sales force effectiveness.<\/p>\n<\/p>\n Order and pay for this reprint now using your credit card…<\/b> <\/p>\n Blogs and the Pharmaceutical Industry<\/strong> <\/p>\n This article presents the basics of blogging and offers several examples of how pharmaceutical companies and marketers can use blogs effectively without shooting themselves in the foot! <\/p>\n Expanded Summary Available<\/a>.<\/i> <\/p>\n Before you buy this reprint, take a look at the DTC Advertising Reprint Package<\/a><\/b>, which contains this reprint and other articles on the topic of sales force effectiveness.<\/p>\n<\/p>\n Order and pay for this reprint now using your credit card…<\/b> <\/p>\n The Brand Marketing Mix<\/strong> <\/p>\n This article is a summary of a presentation made before a pharmaceutical brand team on marketing tactics that are viable now and in the future, how to avoid risk by balancing risk vs. impact, and what the marketing mix trends will be one to five years out. <\/p>\n Expanded Summary Available<\/a>.<\/i> <\/p>\n<\/p>\n Order and pay for this reprint now using your credit card…<\/b> <\/p>\n Building a Blockbuster<\/strong> <\/p>\n TNS Healthcare research suggests that you can enhance your chances of building a blockbuster brand by developing a customer-driven approach that focuses more on building relationships with physicians than does the traditional detailing model. In support of this, TNS surveyed primary care physicians in the US and 5 European countries. The results are summarized in this article. <\/p>\n Expanded Summary Available<\/a>.<\/i> <\/p>\n<\/p>\n Order and pay for this reprint now using your credit card…<\/b> <\/p>\n The Coming Pharma Marketing Recession<\/strong> <\/p>\n This article presents opinions and evidence that there is a slump in pharma marketing spending and provides some tips to vendors and ad agencies to help them the slump. <\/p>\n Expanded Summary Available<\/a>.<\/i> <\/p>\n<\/p>\n Order and pay for this reprint now using your credit card…<\/b> <\/p>\n Congress vs. Pharma: Trouble Ahead?<\/strong> <\/p>\n Now that the elections are over, the pharmaceutical industry is left to ponder what the new Congress has in store for it. <\/p>\n Expanded Summary Available<\/a>.<\/i> <\/p>\n<\/p>\n Order and pay for this reprint now using your credit card…<\/b> <\/p>\n Cost-Cutting Strategies for the Pharma Industry<\/strong> <\/p>\n Pharma Marketing News hosted an online Pharma Cost Cutting Survey between February 22, 2005, and March 18, 2005. Respondents indicated how likely they thought pharma companies would adopt several cost-cutting strategies within the next six months. This article presents a summary of the results. <\/p>\n Expanded Summary Available<\/a>.<\/i> <\/p>\n<\/li>\n<\/ul>\n Order and pay for this reprint now using your credit card…<\/b> <\/p>\n Creating a Successful DTC Campaign on the Inside<\/strong> <\/p>\n Carrie Nelson, Manager New Hope Parkinson Program, and Laura Virden, Market Development Manager, of Medtronic shared the story of their two-year journey tackling the problem of bringing more of DTC campaign work in-house at the recent “Direct to Consumer Strategies for Medical Devices” conference organized by the Center for Business Intelligence. <\/p>\n Expanded Summary Available<\/a>.<\/i> <\/p>\n<\/p>\n Order and pay for this reprint now using your credit card…<\/b> <\/p>\n Creating the Most Effective Sales Calls<\/strong> <\/p>\n As sales costs soar, it is critical to design and deliver messages that break through the competitive clutter and impact product performance. But how can you develop messages that drive prescribing? How can you be sure your reps are giving the messages you want to convey-and know those messages are working? And how can you protect against competitive messaging and unexpected market events? <\/p>\n Expanded Summary Available<\/a>.<\/i> <\/p>\n<\/p>\n Order and pay for this reprint now using your credit card…<\/b> <\/p>\n Diversity in the Life Sciences<\/strong> <\/p>\n This article describes the mission of the Life Sciences Profiles of Color (LSPOC) Project and Blog. Not only can this project give young people examples of successful people of color in the life sciences, it can also help improve the industry’s public image, which has fallen to a new low in the last year. <\/p>\n Click Here for Full Text<\/a><\/b> – FREE! (pdf). <\/p>\n So who wants to go head-to-head with Viagra? The ultimate pharmaceutical mega-brand: a blockbuster drug, with a superbly executed global campaign, an urban legend. According to Blair Waite, Brand Manager, Global Marketing for Eli Lilly and Co., Viagra is now the world’s 2nd most recognized brand name, after Coca Cola. <\/p>\n Expanded Summary Available<\/a>.<\/i> <\/p>\n<\/p>\n Order and pay for this reprint now using your credit card…<\/b> <\/p>\n The European eMarketing Scene: Desperately Seeking Strategy<\/strong> <\/p>\n The pharmaceutical industry is struggling to develop an eMarketing strategy in Europe, which is comprised of many relatively small markets (the member countries of the EU) having significant cultural and language differences. <\/p>\n Expanded Summary Available<\/a>.<\/i> <\/p>\n<\/p>\n Order and pay for this reprint now using your credit card…<\/b> <\/p>\n GSK Strikes Back with a Grassroots Campaign<\/strong> <\/p>\n Mike Pucci, Vice President of External Affairs at GlaxoSmithKline, discusses his strategy to get the word out about the good that the pharmaceutical industry is doing. <\/p>\n Expanded Summary Available<\/a>.<\/i> <\/p>\n<\/p>\n Order and pay for this reprint now using your credit card…<\/b> <\/p>\n How to Sell a Drug Before it is Approved<\/strong> <\/p>\n Did you know that you can sell a drug before it is launched? Dr. Gene Emmer, President of Med Services Europe B.V., an Amsterdam-based consultancy focused on sales, marketing, and business development for the medical industry, advises his start-up, cash hungry, biotech companies to consider if a European “named patient program” might be an option. <\/p>\n Expanded Summary Available<\/a>.<\/i> <\/p>\n<\/p>\n Order and pay for this reprint now using your credit card…<\/b> <\/p>\n The Indian Pharmaceutical Market<\/strong> <\/p>\n The Indian pharmaceutical market is the world’s fourth largest by volume (8% of global total) and thirteenth largest by value (less than 1% of global total). <\/p>\n Click Here for Full Text<\/a><\/b> – FREE! (pdf). <\/p>\n Pharmaceutical companies are notorious for their functional and organizational silo structure built around brands. Strategic issues that cross silos — i.e., cross-boundary issues such as getting marketing and R&D working together, getting a more coordinated global approach to marketing, or getting companies to work better in marketing alliances-are thornier than most because managers don’t control all the necessary resources and communication and trust are often weak. <\/p>\n Expanded Summary Available<\/a>.<\/i><\/p>\n<\/p>\n Order and pay for this reprint now using your credit card…<\/b> <\/p>\n Marketing the Pharma Industry: The Empire Strikes Back<\/strong> <\/p>\n There are some things in life that money can’t buy, like trust. But getting over 60 sharp marketing minds together for a couple days attempting to address the industry’s most baffling issues — priceless! <\/p>\n This article is a spirited review of the Pharmaceutical Marketers Knowledgeshare Forum, which was held recently in Philadelphia. The event was sponsored by PharmaVOICE magazine. The article provides a composite overview of the action plan developed by attendees. <\/p>\n<\/p>\n Click Here for Full Text<\/a><\/b> – FREE! (pdf). <\/p>\n Maximizing the DTC Message: Healthcare Businesswomen’s Association Members Evaluate DTC Marketing<\/strong> <\/p>\n How are DTC activities integrated as key components throughout the marketing mix, including advertising, advocacy and public relations? What are the risks and rewards associated with launching a DTC campaign? How have top pharmaceutical marketers managed to address sensitive health issues and drive awareness and sales through DTC? Is every drug really a viable candidate for a Direct-to-Consumer campaign? These were some of the questions discussed during an evening seminar entitled DTC Sweeps: The Impact and Evolving Role of Direct-to-Consumer Marketing. <\/p>\n Expanded Summary Available<\/a>.<\/i> <\/p>\n<\/p>\n Order and pay for this reprint now using your credit card…<\/b> <\/p>\n Measuring Marketing Strategy<\/strong> <\/p>\n It has been said that there is only one way to test marketing: wait and see what happens. However, few pharma CEOs today would consider such a ‘watchful waiting’ approach to be appropriate. “This observation highlights an unmet need in the pharmaceutical industry,” says Mike Rea, Managing Director at IdeaPharma, a pharmaceutical marketing best practice consultancy. “While it is possible to predict and measure the effects of sales promotion by direct measures, or by modeling using surrogate measures, there are no empirical measures of the effectiveness of strategic marketing that can be used to judge effectiveness.” This article reviews Q2 Audit, a new company and an industry-standard measure of marketing effectiveness <\/p>\n Expanded Summary Available<\/a>.<\/i><\/p>\n<\/p>\n Order and pay for this reprint now using your credit card…<\/b> <\/p>\n Merck Rejiggers Its Marketing Mix<\/strong> <\/p>\n Adam Schechter, President of Merck US Human Health, made this statement not long ago at a Goldman Sachs healthcare conference: ‘Industry must embrace new ways of engaging physicians on their terms.’<\/p>\n Topics covered include: <\/p>\n Expanded Summary Available<\/a>.<\/i> <\/p>\n<\/p>\n Order and pay for this reprint now using your credit card…<\/b> <\/p>\n The New Branding Model: From Blockbusters to Targeted Therapies<\/strong> <\/p>\n Targeted therapies, based upon genotype, require a new brand model that addresses smaller segments of the population. This model, according to Francoise Simon, professor of marketing at the Columbia University Graduate School of Business, requires a fundamental reorganization of the biopharma value chain, from discovery to manufacturing and marketing. <\/p>\n Expanded Summary Available<\/a>.<\/i> <\/p>\n<\/p>\n Order and pay for this reprint now using your credit card…<\/b> <\/p>\n No More Free Lunch in California?<\/strong> <\/p>\n California legislature recently passed SB 1765 (aka, ‘fair drug marketing bill’), which requires pharma companies to comply with PhRMA and OIG Guidelines. this article summarizes the provisions of this bill, which is currently awaiting signature by Governor Schwarzenegger. <\/p>\n Click Here for Full Text<\/a><\/b> – FREE! (pdf). <\/p>\n How TNS Healthcare helps clients build a lifetime connection between consumers and brands. <\/p>\n Expanded Summary Available<\/a>.<\/i><\/p>\n<\/p>\n Order and pay for this reprint now using your credit card…<\/b> <\/p>\n Pfizer France: Viva la SFE Difference!<\/strong> <\/p>\n Our European correspondent interviews Annick Pichavant Ruty, VP of Sales for Pfizer France. Surprisingly, according to Ms. Ruty, lack of sales rep time with physicians is not a problem for Pfizer France but she had other internal issues that needed to be addressed to build an effective sales force. <\/p>\n Expanded Summary Available<\/a>.<\/i><\/p>\n<\/p>\n Order and pay for this reprint now using your credit card…<\/b> <\/p>\n Pharma Trends to Watch in 2006<\/strong> <\/p>\n This is the time of the year when we all look into our crystal balls and try to come up with predictions for the new year. This article summarizes the collective wisdom from respondents of the 2006 Pharma Trend Survey and participants of the Pharma Marketihng Roundtable. Includes sections: <\/p>\n Expanded Summary Available<\/a>.<\/i> <\/p>\n<\/p>\n Order and pay for this reprint now using your credit card…<\/b> <\/p>\n Pharmacy TeleStocking<\/strong> <\/p>\n Astute Development Group (ADG), a global provider of technology telemarketing and IT sales lead generation programs, manages pharmacy stocking from afar. <\/p>\n Click Here for Full Text<\/a><\/b> – FREE! (pdf). <\/p>\n There is some movement within a few pharmaceutical companies toward implementing employee blogs. But before any pharmaceutical company dives into blogging, there are a few fundamentals that should be considered for developing a strategy for employee blogging. <\/p>\n Expanded Summary Available<\/a>.<\/i> <\/p>\n<\/p>\n Order and pay for this reprint now using your credit card…<\/b> <\/p>\n Scenarios on the Future of Pharma Marketing: No Time Like the Present to Think the Unthinkable<\/strong> <\/p>\n This article summarizes a presentation made by Jane Sarasohn-Kahn, a health economist and forecaster, at a recent industry conference. <\/p>\n In her talk, Ms. Sarasohn-Kahn assessed the prospects for the pharmaceutical industry over a 1 to 5 year period. She identified and analyzed the key external drivers shaping the short and longer-term futures of pharma, including political, economic, the provider market, plans, payers\/employers, and e-business, among them. Based on these futures, Ms. Sarasohn-Kahn offered actionable implications for pharmaceutical marketers. <\/p>\n Expanded Summary Available<\/a>.<\/i> <\/p>\n<\/p>\n Order and pay for this reprint now using your credit card…<\/b> <\/p>\n Society of Industry Leaders: Help for Investors<\/strong> <\/p>\n The shifting pharma landscape makes it all the more important that investors make intelligent choices where to invest their money. The Society of Industry Leaders provides institutional money managers with timely information about the current state of the pharmaceutical market and how it is likely to progress. <\/p>\n
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