On the Cover Creative marketing: New challenges, new tools, new attitudes Marketers are turning to a vast array of tools to meet today’s challenges. The hot tools are predominately patient focused instead of the broader, mass- marketing approach of DTC. FEATURES Combination products: Drugs and devices Emerging drug-delivery technologies and smarter drug-development strategies are providing a one-two punch for researchers and marketers. A model for success Alternatives to the integrated pharmaceutical company business model — such as development-only or hybrid models — are taking hold as smaller players contribute to the industry’s value chain. Avoiding undue influence Pharmaceutical companies’ relationships with thought leaders have changed in light of regulations that aim to address conflicts of interest. Meet the 2006 HBA Rising Stars A salute to the Healthcare Businesswomen’s Association’s 68 Rising Stars. Maximizing sales incentive programs Stan Striker of Maritz Incentives discusses why salesforce retention is a pressing concern for companies and the role district managers play in sales incentive programs. Leslie Williams — A journey of a lifetime Leslie Williams, the president and CEO of Ventaira Pharmaceuticals, is driven by a desire to advance the frontiers of medicine. She melds that goal with a passion for life, a dedication to family, and pure, unadulterated hard work. In Every Issue Letter from the Editor Opinions Raise your voice: Letters UpFront A brief review of industry news at press time PharmaOutlet John Matthews talks about donating drugs to countries in need. 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 Tracy Tsuetaki talks about the benefits of a tailored marketing strategy. Dr. William Claypool says technology makes virtual organizations more palatable. A desire to learn is behind Leslie Williams’ career choices. PharmaVOICE May 2006 Contents
