Commercialization: Page 55

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    PharmaTrax

    Companion Diagnostics Key to Personalized Medicines Trending now: Companion diagnostics have captured the interest of many drug companies, but face a number of development hurdles. Companion diagnostics are central to the creation of personalized medicines, but face a number of hurdles that could...

    By Denise Myshko • March 28, 2013
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    Tools of the Trade

    TGaS Launches Partnering Tool Trending Now: New tool allows companies to assess feedback from their stakeholders to understand their position as critical business partners. Tools of the Trade TGaS Advisors, a division of KnowledgePoint360, has launched Organization Alignment 3600, a partnering as...

    By Denise Myshko • March 28, 2013
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    What's New

    What’s New The clinical research organization, PharmaNet/i3, has been renamed inVentiv Health Clinical. This renaming reflects the closer alignment between the clinical segment and inVentiv’s commercial and consulting services. “As a global contract research organization, renaming ourselves inVen...

    By Ann Grey • March 28, 2013
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    Marketing Tips & Techniques

    Marketing Tips & Techniques: Measuring ROI Trending Now: More than half of marketers cite difficulties in accurately measuring ROI as their biggest source of frustration in social media promotion. Transforming “Likes" Into ROI Proving the value of social media strategies for a brand can be di...

    By Robin Robinson • March 28, 2013
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    Letter from the Editor

    The forum for the industry executive Volume 13 • Number 4 Publisher Lisa Banket Editor Taren Grom Creative Director Marah Walsh Managing EDitor Denise Myshko Senior EDitor Robin Robinson features EDitor Kim Ribbink design associate Ariel Medel national account managerS Trish Kane Cathy Tracy WEBC...

    By Taren Grom • March 28, 2013
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    Empirical Marketing: Combining Behavioral Insights and Marketing Analytics to Optimize Pharmaceutical Marketing Effectiveness

    Behavioral research and marketing analytics typically function as independent, data-driven marketing disciplines. Integrating these offerings should yield significant, tangible increases in marketing effectiveness. A Tale of Two Data-Driven Worlds Marketing and communications have long relied on ...

    By Brad Davidson • Feb. 27, 2013
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    Patient-Level Data Provides a Competitive Edge to DTC Advertisers

    These days, selling direct-to-consumer (DTC) advertising space/time to pharmaceutical brand teams can be a tough sell. Promotional budgets are tight, and without hard data on how a medium’s reach aligns with a brand’s target audience, marketers are less likely to take a risk than in the past. In ...

    By Heather Alba • Feb. 27, 2013
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    A Horse of A Different Color: Conducting Market Research in Contract R&D Markets

    Companies involved in conducting contract research for biopharmaceutical manufacturers focus their efforts in areas unfamiliar to most other market researchers. Unlike the product-focused research conducted by marketing personnel inside biopharmaceutical firms, contract research, manufacturing, a...

    By Joseph Bedford • Feb. 27, 2013
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    SHOWCASE FEATURE: Market Research: Owning the Customer

    Owning the Customer With the long road from R&D to the point of sale, pharmaceutical market research is integral in making the journey a success. Market research impacts every intersection along the healthcare continuum. Data-driven insights impact a multitude of decisions from which drugs ma...

    By PharmaVoice Team • Feb. 27, 2013
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    Improving Adherence Out of Disruption

    Improving Adherence out of Disruption The industry is on the brink of one of the biggest disruptive changes in marketing history — comprehensive relationships with patients using integrated tools. By Robin Robinson The industry is facing many difficult hurdles in 2013 and beyond, but perhaps none...

    By PharmaVoice Team • Feb. 27, 2013
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    Courageous Leadership

    Courageous Leadership By Robin Robinson To navigate through disruptive change, the industry’s leaders need to be open, strong, and have the willingness to try something new. In its From Vision to Decision 2020 report, PricewaterhouseCoopers (PwC) analysts say successful innovation requires strong...

    By Robin Robinson • Feb. 27, 2013
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    Time for A Change

    Time for a Change By Taren Grom Disruptive innovation, a term coined by Clayton Christensen, describes a process by which a product or service takes root initially in simple applications at the bottom of a market and then relentlessly moves up market, eventually displacing established competitors...

    By PharmaVoice Team • Feb. 27, 2013
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    Talent Pool

    Pharma Pool Randy MILBY Dr. Antony PFAFFLE CorMedix Announces Changes in­ ­ Executive Team CorMedix, a pharmaceutical company focused on developing and commercializing therapeutic products for the prevention and treatment of cardio renal disease, has made changes to its executive team. Randy Milb...

    By Ann Grey • Feb. 27, 2013
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    On the Calendar

    The 4th Annual Outsourcing in Clinical Trials East Coast, March 19-20, 2013, will address several key areas, including achieving highest efficiency by forming and maintaining a stable relationship with partners, overcoming difficulties in site management, and successfully challenging the economic...

    By PharmaVoice Team • Feb. 27, 2013
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    PharmaTrax

    Sales, Marketing, and R&D Trends from Industry Analysts Featured Briefs: Developers Need to Identify Causes of R&D Inefficiency E-Prescribing Market Expected to Grow Up Front Planning is Key for Oncology Trials MHealth Market to Experience Growth Outlook for 2013 Life Sciences Industry Dr...

    By Denise Myshko • Feb. 27, 2013
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    Tools of the Trade

    Trinity Pharma Introduces Real-Time Mobile Analytics Solution Trending Now: Mobile solutions have created an opportunity to rethink the way information is consumed and delivered. Trinity Pharma has released AgileM, a mobile analytics platform designed specifically for life-sciences companies. Cou...

    By Denise Myshko • Feb. 27, 2013
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    What's New

    What’s New New healthcare-related products, services, and companies New Healthcare-related Products, Services, and Companies Featured Briefs: inVentiv Forging a New Era in Healthcare Communications Ogilvy CommonHealth Rebrands Two Service Groups AbbVie Revealed The American ­Association of Nurse ...

    By Ann Grey • Feb. 27, 2013
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    UpFront

    Awards… Anti-Abuse Cap Wins Award INDUSTRY at Large People Want More Investment in Cancer Treatments Sanofi Launches Anaphylaxis Awareness Campaign Specialty Drug Costs Are Spiraling States Slow to Make Reform Changes White papers Get Them Talking: Five Innovations in ­Qualitative Market Research...

    By Denise Myshko • Feb. 27, 2013
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    Letter from the Editor

    Innovation is in the Air When most of us think about innovative companies, Apple, Google, and Amazon leap to mind. You might be surprised to learn that there are a number of healthcare/life-sciences companies that are also topping the most disruptive and/or innovative lists of several arbiters of...

    By Taren Grom • Feb. 27, 2013
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    SHOWCASE FEATURE: Outsourcing: Outsourcing For Efficiency

    Outsourcing for Efficiency For many sponsor companies in the life-sciences industry engaging with outsourcing partners — from the clinic to the market — is imperative if they want to drive efficiencies in time, money, and personnel as well as innovation. Life-sciences companies can reap the many ...

    By Taren Grom • Jan. 28, 2013
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    C-Suite: Specialty Pharma

    Specialty Pharma Targeted Opportunities C-Suite: Specialty Pharma By Taren Grom The growing U.S. specialty pharmaceuticals market is comprised of more than 90 companies marketing more than 550 prescription pharmaceutical products, according to MCD Group, and dozens of therapeutic categories, incl...

    By Taren Grom • Jan. 28, 2013
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    Saudi Arabia: Oil Wealth Opens Doors to Health and Life Sciences

    Saudi Arabia: Oil Wealth Opens Doors to Health and Life Sciences By Kim Ribbink Its wealth, growing population, investment in health and the life sciences, and high rates of diseases such as diabetes, make Saudi Arabia an exciting market for pharma companies. Saudi Arabia is perhaps best known fo...

    By Kim Ribbink • Jan. 28, 2013
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    Mining for Gold in Patient Communities

    Mining for Gold in Patient Communities By Robin Robinson Companies find market research value from both public and private patient­ communities. During a recent social media summit with patient community members who live with diabetes, Roche discovered a vital piece of information that changed it...

    By Robin Robinson • Jan. 28, 2013
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    Gone in 7 Seconds

    Gone In 7 Seconds Marketers have two blinks of the eye to catch the attention of their potential audience. Multiple media delivery options, data-driven approaches, consensus-driven team processes, and the fear of regulatory backlash are just a few of the inkblots that can clutter the creative dra...

    By Taren Grom • Jan. 28, 2013
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    Gamification is Serious Business

    Research and case studies from both the academic and healthcare space bring forth ample evidence that games can improve patient compliance and healthcare outcomes. But can they effectively be used for physician education, sales training, and brand marketing? Forward-thinking gamification experts ...

    By Robin Robinson • Jan. 28, 2013