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Pharmaceutical Executive October 1, 2010	Optimizing TV Advertising Placements & Results Brand managers choosing to advertise an anti-depressant on "Criminal Minds" may not be making the best choice. New methodologies reveal "Law & Order: Special Victims Unit" along with "The Bachelor" to be shows favored by depressives.
Pharmaceutical Executive October 1, 2005 Mike Iafolla & Steve Greco	Under the Influence The number of influences that affect physicians' prescribing has increased and rep saturation has reached the tipping point, resulting in "customer fatigue." Companies must now take into account a plethora of influences when planning their sales and marketing efforts.
Managed Care March 2005 Martin Sipkoff	Direct-to-Consumer Ads Garner Mixed Outcomes DTC advertising's reputation as a bully may be largely overstated. There's little evidence that sales of specific drugs increase, and there may be some benefit.
Pharmaceutical Executive June 1, 2005 Patrick Burns	Sales Management: A Sample Plan One of the pharma industry's most important promotional tools is also one of its least understood. Here are new approaches to measuring the impact of sampling--and giving reps the tools they need to use samples better.
Pharmaceutical Executive March 1, 2011 Andrea LaFountain	Where have all the Scientists Gone? With an emphasis on short-term objectives rather than long-term goals, pharma is missing a huge opportunity in applying market science to drive adherence.
Pharmaceutical Executive September 1, 2010	To Brand or Not to Brand? The effectiveness of direct-to-consumer prescription advertising hinges on a consumer's thirst for information. A new study intimates the less info consumers are given up front, the more they seem willing to learn.
Pharmaceutical Executive December 1, 2011 William Looney	The Medicines Adherence Challenge Keeping skittish patients on their medicines ought to be a strategic priority for Big Pharma, but is it? An expert round table examines how best to make progress and agree on some practical steps for incorporation in the campaign agenda.
Pharmaceutical Executive February 1, 2007	Marketing to Professionals: Resource Allocation A Stanford professor schools pharma on professional marketing.
Pharmaceutical Executive January 1, 2007	Direct to Consumer: When Television Isn't Enough Pharmaceutical marketers are tightening mass-marketing budgets and putting cash into direct media and integrated programs.
Pharmaceutical Executive June 1, 2012 Amy Smith	Marketing: Medical Devices vs. Pharma Understanding the differences between drug and device marketing can make or break the brand's promotional activities.
Pharmaceutical Executive July 3, 2007 LeVine & Zucker	Marketing to Professionals: Professional Promotion Through Patient Understanding Patient-feedback programs can go a long way in helping physicians understand which drugs work.
Pharmaceutical Executive September 1, 2006	Sewing Up New Sales Simple, elegant lines are the backbone of any good design, including a new sales model. Get that right, and your model can be tailored to fit any customer.
Pharmaceutical Executive June 1, 2007 Stan Bernard	Consumerization: Pandora's Pillbox By going direct-to-consumer, the industry unwittingly unleashed a swarm of opportunities for other players to enter the pharmaceutical fray. And they made the most of it. Now, a decade later, pharma is feeling the fallout in consumer trust and product value. It's time to take back control.
Pharmaceutical Executive May 1, 2006 Gary Norman	Direct to Consumer: Hit 'Em Where It Helps In-Store Pharma Promotions Capture Brand Interest: In-store campaigns are able to extend the reach and value of a pharma ad campaign. They add impressions while communicating more detailed brand messages to target audiences.
Pharmaceutical Executive July 3, 2007 Jessica DiPaolo	Toolkit: Good Tailoring Does your marketing campaign reach the huddled masses of frustrated or illiterate healthcare consumers?
Pharmaceutical Executive May 1, 2007 Diane West	Spend Trends 2007: Hang 10 Direct-to-Consumer Advertising Hits Its First Decade: Dr. Dot-Com... Digital Detailing... etc.
Pharmaceutical Executive May 1, 2006 Musacchio & Hunkler	More Than a Game of Keep Away The Prescribing Data Restriction Program takes effect in July. The AMA explains how individual doctors can keep their prescribing habits safe from reps, and how pharma can keep using the anonymous data -- if the industry polices itself.
Pharmaceutical Executive May 1, 2009	Ad(Ventures) in Pharmaland Despite the downside in ad spend, an upside remains in the digital space that's wide open for exploration.
Pharmaceutical Executive April 1, 2006 Diane West	Media Spend Trends: Change the Channel Drug marketers still spend lots of money. But they aim at PhRMA loopholes.
Pharmaceutical Executive September 1, 2005 Nickum & Kelly	Missing the Mark(et) Pharmaceutical companies spend billions on data. Sales reps crowd the waiting rooms. So why is the doctor out?
Pharmaceutical Executive March 1, 2012 Paolo De Marino	Registering Value: Always in the Eye of the Beholder The organizational disconnect between marketing and market access is curable if both groups focus on what counts: who's making the final purchase.
Pharmaceutical Executive September 1, 2005 Tenaglia & Angelastro	No Margin for Error Pharmaceutical companies that will be forced to cut back on sales and marketing spending must focus on value, not volume. Here's how to reduce your spending where it matters the least.
Pharmaceutical Executive May 1, 2012	The Personal Touch in Digital Promotion The shift from sales rep meetings to digital selling methods must include innovation and a physician-centered mindset in order to be successful.
Pharmaceutical Executive February 1, 2014 Anbil et al.	Managed Markets: Positioning Your Product For Success with Pull Through Strategies A patient-centric approach to drug development delivers the benefits that actually create value
Pharmaceutical Executive July 3, 2007	Direct to Consumer: The Secret of My Success Pharmaceutical industry experts sound off on the methods behind an award-winning ad and how the next great direct-to-consumer campaign will come about.
Managed Care February 2002 Ira Studin	Reframing the Pharmaceutical Manufacturer/Health Plan Relationship in Managed Care It is suggested that health plans address "total cost-of-care savings" in their budget process, and the pharmaceutical manufacturers establish a "consultative service function" in their managed care divisions...
Pharmaceutical Executive July 1, 2011 Cabacungan & Clark	New Ways to Gain New Brand Insights If you can learn to understand patient and physician behavior, you are well on your way to strengthening the position of your product.
Pharmaceutical Executive May 1, 2006	Marketing to Professionals: Ensuring Equality An interview with the National Medical Association president and medical director of the Northwest Indiana Dialysis Center on the racial issues surrounding enrollment of seniors in Medicare Part D, targeted advertising and promotion, and participation of minorities in clinical trials.
Pharmaceutical Executive December 1, 2006 Rod Cavin	Forecasting Medicare: Price Controls in the Years Ahead Part D in 2010 will be under price and access pressure. Pharma should develop plans for the future by imagining best- and worst-case scenarios.
Pharmaceutical Executive October 1, 2012 Gregg DiPietro	Reforming Pharma Marketing With respect to targeting, positioning, and launching new drugs, the ACA reform stands for Adjust, Change, and Adapt.
Managed Care February 2007 MargaretAnn Cross	How Much Trouble Does Health Care Marketing Cause? Whether for drugs, imaging, surgery, or emergency services, direct-to-consumer advertising sparks lively debate.
Pharmaceutical Executive July 1, 2012 William Looney	The Learning Curve In a wake up call to this year's Emerging Leaders a group of St. Joseph's Business School Health Management alumni say time has no limit on surprises; change for pharma is here and it's good.
Pharmaceutical Executive February 1, 2009 Patrick Clinton	Working Together No one who cares about global health can be happy with a system that only "eventually" delivers drugs and vaccines for the planet's neediest people.
Pharmaceutical Executive January 1, 2007 Jeffrey Zornitsky	Sales Management: Get Committed By better managing relationships with physicians, pharma companies can develop a base of dedicated prescribers.
Pharmaceutical Executive May 1, 2005 Kathy Kastner	Direct to Consumer: Information vs. Education Although the pharma industry is good at providing information, it has not yet learned how to transform it into reliable education. If pharma marketers can initiate that transformation, they will grab a significant opportunity to connect with consumers.
Pharmaceutical Executive June 1, 2006 Philip A. George	Alternative Media: Online Med Sites Gain Patient Trust Pharma could benefit from a little less TV.
Pharmaceutical Executive May 1, 2005 Diane West	Media Spend Trends: Changing Lanes You've got their attention---now what? Pharma marketing analysts predict a spending shift from branded direct-to-consumer efforts to more disease awareness and corporate reputation promotions.
Pharmaceutical Executive October 1, 2006 Scott Hull	Back to the Future? Some states want to block access to doctor-level prescribing data. And the AMA helps members keep prescription records away from sales reps. An "old timer" remembers how he sold before databases came along.
Pharmaceutical Executive February 1, 2006 Chandler & Chicco	Public Relations: Damage Control Unless pharma defines a compelling story, and defends it vigorously in the consumer marketplace, others will enter that vacuum and tell the story for it -- in far less flattering ways
Pharmaceutical Executive June 1, 2007 Jack Schember	Sales Management: Cleaning House A well-maintained database is the key to maximum doctor outreach.
BusinessWeek November 4, 2009 Arlene Weintraub	Ask Your Doctor If This Ad Is Right for You The drug industry is spending billions on TV ads, but they may be scaring consumers away
Pharmaceutical Executive February 1, 2012 Wilcox et al.	Sales Force Survey: Still Too Much Business as Usual? In the global battle for market share, the ability to adapt and mobilize your human assets around a responsive commercial model is a key variable of success.
Pharmaceutical Executive January 1, 2007 Kelly D. Myers	Marketing to Professionals: Tomorrow's Changes Today Quantitative research is helping pharmaceutical marketers conduct more targeted product launches.
Pharmaceutical Executive May 1, 2005 Jason Hogg	Marketing to Professionals: Diagnosing MD Behavior A centralized database allows pharma marketers to truly know doctors.
Pharmaceutical Executive November 1, 2013 Jill Wechsler	Transparency Troubles for Pharma High prices, murky financial relations, and a reluctance to disclose clinical data undermine public trust in industry and the research enterprise.
Pharmaceutical Executive July 1, 2006	Direct to Consumer: Making the Connection Whether it's to promote a drug or help educate the masses, pharmaceutical manufacturers are creating advertising campaigns that tug at people's hearts to get the message out.
Pharmaceutical Executive October 1, 2010	When the Payer IS the Player As Medicare, Medicaid, and the nation's web of private payers gain market power, how can pharma stay ahead of the cost-containment curve?
Pharmaceutical Executive October 1, 2008	Getting Personal(ized) Stop worrying about shrinking the market for your drug, and start figuring out how the "test and treat" business model works.
Pharmaceutical Executive February 1, 2011 Jon Zifferblat	China: Business as UNusual If there is one market that requires a click on the 'refresh' button, it's China. General Biologic provides a snapshot of what's ahead for Big Pharma in the country
Pharmaceutical Executive March 1, 2012 Ringler & Comer	The (Life) Science of Digital Connections Making real connections that resonate with audiences in a digital world is a fine art, especially in the heavily regulated world of Big Pharma