Commercialization: Page 70

PharmaVoice Team/PharmaVoice

PharmaTrax

n The value of the global market for therapeutic vaccines is estimated at $137 million in 2010, but the market entry of new vaccines to treat cancer and nicotine addiction is expected to propel the category to almost $3.1 billion in 2014, for a four-year compound annual growth rate (CAGR) of 117....
By PharmaVoice Team • May 24, 2010
PharmaVoice Team/PharmaVoice

UpFront

Awards CURE Awards Bioscience Achievements Pfizer was awarded the CURE (Connecticut United for Research Excellence) Award for Excellence for its investment in multiple approaches to treating Alzheimer’s disease. Pfizer has seven Alzheimer’s clinical projects ongoing and several more programs i...
By PharmaVoice Team • May 24, 2010
PharmaVoice Team/PharmaVoice

Evolution in Action

As technology and medicine have advanced over the last two decades, the strategies adopted by pharmaceutical sales and commercial models have fallen out of synch. Companies regressed from customer-focused, consultative models to a more quantitative reach and frequency approach, with a strong reli...
By Carolina Castano • April 28, 2010
PharmaVoice Team/PharmaVoice

VIEW on Sales: A Personal Touch

Most pharmaceutical industry leaders agree that the customer remains the one constant in the shifting sales-force model. “Our goal as an industry has always been to provide physicians with meaningful information that translates into sound decision-making around their patients," says Amy Jenner, a...
By Carolyn Gretton • April 28, 2010
PharmaVoice Team/PharmaVoice

The Future of Market Research In One Word: Change

The resounding takeaway from the recent Pharmaceutical Marketing Research Group’s annual conference in April was that change, and in some cases revolutionary change, will be necessary to address current and future market conditions. One of the keynote sessions, “CEO Reflections on a Tumultuous Ye...
By Taren Grom • April 28, 2010
PharmaVoice Team/PharmaVoice

The Healthcare Businesswomen's Association's Rising Stars

Amy Weickert. InfoMedics. Leaders need to have a clear vision and be able to articulate that vision and consistently drive others to believe that they can accomplish it. Leaders who I have admired are honest, communicate well, and create a positive environment of trust among their team members, a...
By PharmaVoice Team • April 28, 2010
PharmaVoice Team/PharmaVoice

Unbranded Efforts Are Making a Promotional Comeback

In the world before DTC, pharmaceutical companies invested in unbranded promotion to educate physicians about disease states and to create market growth. Then DTC came along and replaced most unbranded promotional efforts. But the unbranded message is making a comeback today; our experts say this...
By Robin Robinson • April 28, 2010
PharmaVoice Team/PharmaVoice

Molecular Diagnostics Creating More Focused Treatments

Experts have been saying for years that molecular diagnostics will transform not only the way prescription drugs are developed and dispensed, but also the entire healthcare delivery system. Their predictions are coming true: the molecular diagnostic market is exploding, with reported value estima...
By Denise Myshko • April 28, 2010
PharmaVoice Team/PharmaVoice

Talent Pool

Pharmaceutical POOL Kristin PECK Pfizer Names Head of Business Development Global healthcare company Pfizer has named Kristin Peck to succeed the retiring William Ringo as senior VP of worldwide business development, strategy, and innovation. Ms. Peck joined Pfizer’s strategic planning organizat...
By PharmaVoice Team • April 28, 2010
PharmaVoice Team/PharmaVoice

PharmaTrax

Sales, Marketing, and R&D Trends from Industry Analysts Featured Briefs: Most Doctors Prefer CME Promotion by E-mail Pharma Advised to Focus Social Media Efforts on Education Pharma Ramps Up Regulatory Affairs Delivering Articulate Message Key to Managed Markets Access Sidebar: Q. Which of...
By PharmaVoice Team • April 28, 2010
PharmaVoice Team/PharmaVoice

What's New

New Healthcare-related Products, Services, and Companies Featured Briefs: TGaS Model Helps Solve Managed Markets Staffing Dilemma Razorfish Launches Independent, Dedicated Health Division FDA, NIH Collaborate to Speed Release of Medical Innovations Sidebar: On The Shelves PSKW Adds Loyalty Relat...
By PharmaVoice Team • April 28, 2010
PharmaVoice Team/PharmaVoice

Table of Contents

10 Molecule to Market The drug development process from lead generation to patent expiration is complex, fraught with risk, and extremely time and cost intensive. 16 Drug Discovery Pharmaceutical companies are using state-of-the-art technologies to understand the basis of disease as a way to brin...
By PharmaVoice Team • April 5, 2010
PharmaVoice Team/PharmaVoice

Contents

4 Ap r i l 201 0 Pharm aVOICE 34 James Sapirstein: Steering a Winning Course Managing a biotech company through the myriad obstacles companies face is difficult at the best of times; today it is much more taxing. James Sapirstein is proving that he has what it takes to put Tobira Therapeutics on ...
By PharmaVoice Team • March 23, 2010
PharmaVoice Team/PharmaVoice

Brand Management: Using Market Research To Master Multichannel Challenges

It’s a noisy, cluttered, and competitive market out there, with consumers receiving more messages from more channels — so how can a brand stand out? Everyone knows the right-right–right rule (right message at the right time to the right target), but in today’s environment, every moment represents...
By PharmaVoice Team • March 23, 2010
PharmaVoice Team/PharmaVoice

PharmaTrax

More Consumers Going Online for Pharma Info The number of people using the Internet to obtain information on prescription drugs has tripled over the past five years, and more than 100 million consumers, or 44% of U.S. adults, are now what Manhattan Research terms “ePharma Consumers." According t...
By PharmaVoice Team • March 22, 2010
PharmaVoice Team/PharmaVoice

UpFront

Honors and Awards Kendle, Quintiles Named to Training Top 125 Kendle and Quintiles have been named to Training magazine’s Training Top 125, an annual list of the 125 companies that are unsurpassed in harnessing human capital. The Training Top 125 rankings are based on a wide array of benchmarkin...
By PharmaVoice Team • March 22, 2010
PharmaVoice Team/PharmaVoice

Advertising In the Digital Age

The difficult economic environment of the past 18 months has forced many pharma companies to reexamine their shrinking advertising budgets and make best use of the resources that remain. Sandra Peterson, president of the Bayer Medical Care unit of Bayer HealthCare, notes that Bayer HealthCare rec...
By PharmaVoice Team • March 12, 2010
PharmaVoice Team/PharmaVoice

Adapting to Today's Pharmaceutical Marketing Dynamic

Considering all of the changes in this business, it doesn’t take very long to become an old-timer and dream of the way things “used to be." One trick is to take a historical view, recognize things we’ve seen before and apply the experience to fit the new marketing dynamics. In other words, adapt ...
By PharmaVoice Team • March 11, 2010
PharmaVoice Team/PharmaVoice

What An Agency's Culture Tells You About Its DNA

The official countdown has begun for your brand’s global launch. The stakes are high, the product category is unique, and the market potential is significant. It won’t do to bring on just any agency to handle your brand. You need the right partner. The right agency partner can deliver not just gl...
By PharmaVoice Team • March 11, 2010
PharmaVoice Team/PharmaVoice

Leveraging De-identified Patient Data to Drive Multicultural Marketing

For years, multicultural marketing has been discussed in pharmaceutical circles. However, most companies have yet to fully realize the potential of an integrated, patient-level multicultural approach. We have all seen or heard of national brand ads that have alternate images or are delivered in d...
By PharmaVoice Team • March 11, 2010
PharmaVoice Team/PharmaVoice

The Art of Brand Stewardship

David Ogilvy, the famous consumer ad agency founder who has long been recognized as a pioneer in branding, defined a brand as a “complex symbol…it is the intangible sum of a product’s attributes: its name, packaging and price, its history, its reputation, and the way it’s advertised." A company’s...
By PharmaVoice Team • March 11, 2010
PharmaVoice Team/PharmaVoice

Marketing Techniques Evolve With New Technology

As a marketer, you’re inundated with information about the hot new media channels. Everything from Facebook® to augmented reality promises to be the holy grail of brand marketing. The sheer number of catchphrases makes you want to “tweet" about the good ol’ days. When all we had was print, advert...
By PharmaVoice Team • March 11, 2010
PharmaVoice Team/PharmaVoice

"crEativity in thE nEw world ordEr!"

Okay, it’s your big moment. It’s the creative presentation that everyone’s been waiting for. Your hands are shaking ever so slightly, but you’re confident that you’ve nailed the creative concepts. You stand and face down the audience…and with the style and grace of Vanna White turn over the first...
By PharmaVoice Team • March 11, 2010
PharmaVoice Team/PharmaVoice

Supplier Showcase

Supplier Showcase Featured Product and Service Showcases Ferguson, part of CommonHealth Qi, part of CommonHealth Purohit Navigation SDI Topin & Associates Wishbone LLC Download PDF
By PharmaVoice Team • March 11, 2010
PharmaVoice Team/PharmaVoice

Letter from the Editor

Integrated advertising programs are here to stay. Savvy pharmaceutical brand managers are incorporating any number of new media channels to reach their customer bases. When interviewing thought leaders for this year’s VIEW on Advertising, editor Carolyn Gretton found that to reach today’s audienc...
By PharmaVoice Team • March 11, 2010