PharmaLive.com Exclusives

May 2008

Hard to predict
A variety of research techniques exist to help increase the level of certainty that a campaign will achieve its goals and objectives. Virtually all the research techniques available have value provided their underlying limitations and assumptions are fully understood. Mark Thompson, VP, senior brand planner, Palio (palio.com), an inVentiv Health company, explores the challenges of two popular techniques.

Ad icons in pharmaceutical DTC
Scott Hansen, VP, creative group director DTC, AbelsonTaylor Inc. (abelsontaylor.com), looks back at the history of iconic characters in consumer marketing and their gradual introduction into the pharmaceutical arena.

Characters have advantages in online world
Med Ad News spoke with Debrianna Obara, VP, media, with the Philadelphia office of Avenue A | Razorfish (avenuea-razorfish.com) about the importance of memorable creative in the development of digital messaging.

Video stars
The leaders of several pharmaceutical advertising agencies discuss the work they have done with online video and how their agencies are planning to use the medium in the future.

March 2008

Lower copays, better adherence
While many pharmaceutical marketers have been concentrating resources on improving patient adherence through a variety of initiatives, new research is showing that companies and employers may be missing the simplest solution to adherence problems: reduced copays.

Medical students fight marketing influence
Med Ad News spoke with Michael Ehlert, M.D., president of the American Medical Student Association, the largest independent medical student organization in the United States. AMSA has been a prominent advocate for stricter limitations against pharmaceutical marketing at medical schools; the organization is leading the PharmFree campaign, an educational effort about pharmaceutical marketing tactics that target medical students and physicians.

February 2008

Devlin leads new Concentric division
Concentric Pharma Advertising has established a new division to show its commitment to consumer advertising.

A new view for no-sees
Med Ad News spoke with Mark Gleason, senior VP, corporate development, Aptilon (aptilon.com), about how combining the telephone with Web-based applications can create an effective alternative to face-to-face detailing.

Call centers bring added value
Med Ad News spoke with MaryAnn Capritti, strategic partner, Flaum Partners (flaumpartners.com), about the advantages of using call centers to more effectively reach the physician audience. Ms. Capritti was VP of cardiovascular marketing at Bristol-Myers Squibb Co. before moving to Johnson & Johnson to manage primary care sales and marketing for several franchises including gastrointestinal, pain, mycology, and allergy products. Before joining as a strategic partner at Flaum Partners she worked as executive VP and managing partner for the Adient division of CommonHealth and as CEO of RSCG Life Chelsea.

Industry veterans head SouthPennSquare
Although they have moved on from Dorland Global Healthcare Communications, the agency’s founders have not left the healthcare industry entirely.

January 2008

GlaxoSmithKline Q&A
GlaxoSmithKline was named Best Pipeline by editors of R&D Directions and Med Ad News in their 12th annual Top 10 Pipelines report. Moncef Slaoui, Ph.D., chairman, research & development, GlaxoSmithKline, answered questions from R&D Directions about the company’s hopeful pipeline compounds, its most recent approach on Avandia, and the climate for drug development practices in general.

A look back at Agenda 2007
As 2007 opened, the Democrats’ retaking of control of Congress was at the top of mind for pharmaceutical industry observers.

Inside online marketing
Med Ad News spoke with Katy Thorbahn, senior VP and general manager, Avenue A | Razorfish (avenuea-razorfish.com) to learn more about the change in media mix spending, the rise of social networking in the pharmaceutical industry, use of video to improve content online, the explosion of health properties in search, and how the Internet is being used as more than just a direct response channel.

Eight for 2008
PricewaterhouseCoopers’ Health Research Institute foresees eight issues that will dominate health industry discussions in 2008, but the big uncertainty comes from the U.S. presidential election, as the candidates unveil very different approaches to reform the U.S. healthcare system.

10-year anniversary for RCW
Regan Campbell Ward • McCann has reached the historic milestone of its 10-year anniversary. Today, the agency has 175 employees on two coasts with a 50.17% compound annual growth rate; a client roster with some of the biggest brands in the pharmaceutical industry; and successful new media enterprises.

December 2007

Sales and marketing in the digital age
Principals from Med Ad News’ 2007 Manny Award winners and Agency of the Year finalists addressed a variety of questions regarding the healthcare industry in the Fourth Annual Advertising Agency Roundtable. Here, they share their thoughts on emerging sales-force technologies and offer advice to clients interested in exploring Web 2.0 technologies.

Improving patient education
Med Ad News spoke with Sylvia Aruffo, Ph.D., research and design, Communication Science Inc., about the state of patient education and how to move forward in improving health literacy among patients.

A new era approaches
Med Ad News spoke with Michael Steiner, wealth manager, RegentAtlantic Capital LLC about the wealth management company’s new study on the market forces that will have an impact on the industry’s upper-middle and senior management.

CME: Points of view
In parallel with our feature on continuing medical education, Med Ad News invited a variety of providers, observers, and industry experts to offer their answer in editorial form to the question, “What is the future of CME?”

November 2007

Agency perspectives on interactive and social media

Small companies stay competitive

One-to-one marketing
William Whyte, the director of portfolio marketing for Ortho McNeil Neurologics, spoke with Med Ad News about the value of closed loop marketing to his organization, the new opportunities it offers, and steps his company took to get sales force buy-in for the new technology.

September 2007

Med Ad News Q&A with Franz Humer, CEO of Roche

August 2007

Strategy ensures firm position in biotech for Wyeth
Med Ad News’ Gina-Louise Monari had an opportunity to talk with Cavan Redmond, executive VP and general manager of Wyeth BioPharma; and Mike Kamarck, senior VP at Wyeth BioPharma, to gain some insights about how the division is organized and operated.

Improving patient compliance
Industry must connect with patients with immediacy and at a human level to improve compliance, according to panelists at Med Ad News and Guideline’s latest Trend Report breakfast meeting.

Evolution of the blockbuster model
The traditional blockbuster may still have a role in the pharmaceutical industry’s future, but the definition and the role of blockbusters may evolve significantly, according to John Rhodes of Deloitte Consulting. Mr. Rhodes spoke with Med Ad News about the future of the blockbuster, and how industry may need to change development and marketing strategies to keep up with a shifting environment.

July 2007

Huntsworth acquires Axis