On the Cover Bridging the gap between sales and marketing One of the most challenging issues facing sales and marketing departments in life-sciences companies is integrating their internal communications for optimal product messaging. By working at senior levels to create a single vision for sales and marketing, companies can decrease costs, enhance effectiveness and efficacy of sales and marketing tactics, and better serve customers. FEATURES Drug delivery: A pipeline of research and market opportunities Delivery technologies will play an increasingly important role in the drug-development process as a way to extend patent life and differentiate products in the marketplace. Depression: The market for lifting moods Various factors, including increased regulatory oversight regarding safety, leading products losing patent protection, and new drug classes in development, are reshaping the depression market. Marketing to boomer caregivers Lori Laurent Smith and David Lockwood, both of Campbell-Ewald Health, discuss why the time is ripe for the healthcare community to support the growing population of boomer caregivers. Pharma marketers need to connect with each boomer on a personal level and let caregivers know they are there to lend support. Hiromi Yoshikawa — Creating a new culture After significant accomplishments that helped put Otsuka on the map — including a major systems implementation in China and the establishment of Otsuka business entities in Europe — Mr. Yoshikawa is helping to establish new business dynamics at Otsuka America Pharmaceutical Inc. in every issue Letter from the Editor UpFront A brief review of industry news at press time For Art’s Sake A creative review by the experts PharmaOutlet Russell LaMontagne talks about pharmaceutical consumerism. PharmaTrax Sales, marketing, and R&D trends from industry analysts What’s New New healthcare-related products, services, and companies E-Media New electronic and Web-based applications, sites, and technologies On The Calendar Industry events Talent Pool Executive appointments and promotions David Davidovic says a vertical alignment provides the best results. Ravi Kiron says drug delivery could reduce discovery and development costs. Hiromi Yoshikawa’s goal is to create a people-centeric culture at OAPI. February 2006
