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Global Pharma Marketing Practices

Pharmaguy
The following Pharma Marketing News reprints and case studies relating to global Pharma Marketing practices -- thinking outside the States -- are available.

John Mack, Publisher & Editor
editor@news.pharma-mkting.com
Reprint List
Big Bad Pharma
How Bad Drug Shortages, Bad Drug Supply Chain, Bad Manufacturing, Bad Ideas, and Bad Journalism Contribute to Pharma's Bad Reputation

The drug industry is contending with a storm of unsavory media coverage documenting drug shortages in the U.S., drug counterfeiting, and recalls due to manufacturing faults. Some say bad journalism is heightening the "bad" news while ignoring the good that the industry does, which includes creating life-saving drugs and jobs. This article reviews the confluence of several trends that are putting the industry on the defensive with data from several surveys and studies that put these issues into context of the age of social media amplification of news sound bites and instant online collaboration.

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British Pharma Digital Update

Insider Reactions to Social Media Guidelines from Industry Regulators

This article reports the results of an informal Weber Shandwick survey regarding social media guidelines recently published by the British pharmaceutical industry regulators. It includes advice for how to innovate online without waiting for more specific guidelines from regulators.

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The Changing Pharma Commercial Model in 2010 and Beyond

This article features a summary of the much anticipated NEW Kantar Health TRI*M annual survey results with physicians across the U.S. and Europe on their service expectations -- plus how they rate 16 Pharma companies on reps, relationships and services. The survey looked not only at PCPs/GPs but also -- for the first time -- at what oncologists expect from the industry.

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Corporate Reputation in the New Media World

In an online webinar entitled 'Reputation Strategies That Drive Results: Turning Your Good Name into Good Business' Kantar Health explored the value of corporate reputation and corporate social responsibility from a traditional channel and digital media perspective and also from the view of understanding how this impacts the relationship between pharmaceutical and Key Opinion Leaders. This article summarizes the presentations made at that webinar.

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Digital Pharma Is Alive and Well in Europe!

Report from DigiPharm Europe 2010

These highlights from the 2010 DigiPharm EU conference summarizes presentations made by marketing specialists from Lundbeck, Janssen, GSK, Schering Plough, Boehringer Ingelheim, Pfizer, Genzyme and Merck Serono. It's a summary of the best current practices and a glimpse at how EU pharma companies are driving digital marketing and communications forward.

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The Empowered Patient

What It Means for Pharma Marketers

This article presents a case for the drug industry to adopt a patient-centric model in which pharma companies can develop unique expertise in decoding the behavior, needs, motivations of empowered patients and then use this knowledge as the basis for helping healthcare professionals and payers to put into place programs that achieve better patient outcomes.

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The European eMarketing Scene: Desperately Seeking Strategy

The pharmaceutical industry is struggling to develop an eMarketing strategy in Europe, which is comprised of many relatively small markets (the member countries of the EU) having significant cultural and language differences.

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Getting Market Research Right in Emerging Markets

With the challenges facing the pharmaceutical industry in the more developed markets of the US, Western Europe and Japan, the emerging markets have become the growth engine for many businesses, including Big Pharma, which is shifting its investment to new geographies. Nevertheless, in countries where market research is not yet established, e.g., China, India and the Middle East, online penetration is limited, secondary data sources are nonexistent, and the challenge remains how to get the insights required to guide business strategy in these markets.

This is the first in a series of articles summarizing highlights from a recent webinar focused on getting market research right in emerging markets. It features experts from Kantar Health, a global consultancy and marketing insights organization that was formed in 2009 by uniting Consumer Health Sciences, MattsonJack, TNS Healthcare and Ziment.

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Getting Market Research Right in India & China

This is the last in a series of three articles highlighting points made by Kantar Health executives in a recent webinar titled, "Getting It Right in the Emerging Markets: Identifying the opportunities and avoiding the pitfalls in conducting market research in new geographies."

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Getting Market Research Right in the Middle East

A Land of Diversity, Opportunities and Unique Challenges

If the Middle East was a single country, it would be the fifth largest market in the world in terms of GDP. The sales of pharmaceuticals in the Middle East surpasses 20 billion US dollars per year and is growing by 10 to 15% per year.

This is the second in a series of three articles highlighting points made by Kantar Health executives in a recent webinar titled "Getting It Right in the Emerging Markets: Identifying the opportunities and avoiding the pitfalls in conducting market research in new geographies."

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Global Pharma Competitive Intelligence: A Necessity in Times of Economic Uncertainty

This year is proving to be a critical one for many industries, including the pharma-ceutical industry. Actionable, evidence-based and global pharmaceutical competitive intelligence (CI) and general business intelligence (BI) will play an important role in the drama about to unfold.

This article highlights several presentations made at the 2008 Pharmaceutical Competitive Intelligence Conference and discusses some common themes, including how environments for the pharmaceutical and device industries are changing dramatically with implications for CI going forward, the importance of keeping an eye on China, and whether CI is a strategic or tactical discipline.

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How to Sell a Drug Before it is Approved

Did you know that you can sell a drug before it is launched? Dr. Gene Emmer, President of Med Services Europe B.V., an Amsterdam-based consultancy focused on sales, marketing, and business development for the medical industry, advises his start-up, cash hungry, biotech companies to consider if a European "named patient program" might be an option.

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The Indian Pharmaceutical Market

The Indian pharmaceutical market is the world's fourth largest by volume (8% of global total) and thirteenth largest by value (less than 1% of global total).

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India's Booming Pharmaceutical Market

This article, written by a marketer with firsthand experience, provides an overview of the pharmaceutical markets and promotional practices in India.

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Optimizing Market Access

A Guide to Effective Pricing, Reimbursement and Messaging Strategies

In today's competitive market, pricing and reimbursement strategies are key to maximizing brand success and ROI. Because every country's healthcare system is different-and every product situation is unique-every brand requires a specific access plan, tailored to each market. And you must support each plan with effective messaging that ensures strong product acceptance and uptake. Experts from TNS Healthcare spoke on this issue in a recent webinar and during an exclusive interview with Pharma Marketing News.

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Owning the Prescription Pad: Driving Brand Decisions in a Multi-Influence World

The security of a controlled environment for pharma marketing communication is giving way to the complexities of a dynamic environment with more empowered players, including patients who have more influence than ever before over which products make it to market and which are prescribed. Brand managers need to observe, gauge and seek to influence those influencers. Therefore, we need a new model that helps us make sense of a complex world of communications. This article presents such a model developed by TNS Healthcare, A Kantar Health Company.

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Pfizer France: Viva la SFE Difference!

Our European correspondent interviews Annick Pichavant Ruty, VP of Sales for Pfizer France. Surprisingly, according to Ms. Ruty, lack of sales rep time with physicians is not a problem for Pfizer France but she had other internal issues that needed to be addressed to build an effective sales force.

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Pharmaceutical Market Access 2010

Future revenue growth in the US and EU will be limited as the EU wrestles with cost effectiveness and the US debates healthcare reforms. Meanwhile, pharma and biotech companies are looking to emerging market opportunities in Brazil, Russia, India, and China (i.e., BRIC) to drive future business. What does this all mean for patients, physicians, payers, and pharmaceutical/biotech manufacturers? This article addresses that question.

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Pharmacy TeleStocking

Astute Development Group (ADG), a global provider of technology telemarketing and IT sales lead generation programs, manages pharmacy stocking from afar.

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The Pharmaguy Social Media Timeline™

Volume 2: June 14, 2011 through January 31, 2014

Since June, 2011, when Pharmaguy published the first iteration (Volume One) of the Timeline there have been many noteworthy pharma social media events, trials, and tribulations that deserve to be added to the Timeline. Volume Two includes 23 new items/events from June, 2011 through January, 2014

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Predicting the Future of the Drug Industry

This article reviews the results of the 'Predicting the Future of the Drug Industry: 2010 & Beyond!' survey and provides background on future trends.

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Protection from Brand Infection

Marketers Must Take Control of Their Brands, Especially Online

In response to concerns about the growing range of threats to brand value and the sheer volume of brand hijacking incidents, the CMO Council set out to assess the challenges marketers face as stewards of their brands. The result is Protection from Brand Infection, a seminal authority leadership report that outlines the proliferating threat-scape that marketers face and reveals how marketers are struggling to understand and measure the impact brand intrusions have on their second most valuable asset, their customer.

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The Sorry State of Pharma Mobile Health Apps

Lack of Security, Continuity and Platform Standardization, Distribution Challenges, Poor ROI

At a recent eyeforpharma Philadelphia 2014 Summit, Carolyn Gauntlett, Senior Innovation Consultant with IMS Health, gave an interesting presentation titled "How to Make Sure You're Getting the Most Out of Your mHealth App Development."

This article summarizes some major points made in that presentation as well as data from the report "Patient Apps for Improved Healthcare: From Novelty to Mainstream" published by IMS Institute for Healthcare Informatics.

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The State of CME in Europe

A Work in Progress

Continuing Medical Education (CME) in Europe has undergone some major shifts in recent years. These have varied across Europe: from national changes in which systems have moved from being voluntary to mandatory, to the establishment of more formal systems to guide physicians on how to keep up-to-date with latest clinical practice.

This article, written two European CME consultants, provides an overview of the state of CME in the UK, France, and other European countries.">

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Use of Social Media for Health Purposes in the EU

This article is a summary of the EPG Health Media (part of the IMR International Group) market research report 'Social Media and Healthcare,' which examines how European doctors, patients/consumers and pharma engage (and seek to engage) with each other.

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Value-based Pricing

This article summarizes the second half of a presentation by Uday Bose, European marketing director for GlaxoSmithKline Oncology, in which he focuses on reform attempts within European countries and pharma's reactions, the benefits and perils of risk-sharing agreements and how pharma might best meet the challenges of the marketplace now and into the future.

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Contents


Special Reprint Collections
ePharma Marketing, Vol. 2
Social Media Marketing
DTC Advertising
Relationship Marketing
ePharma Marketing, Vol. 1
Physician Education
Sales Force Effectiveness
eDetailing
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Product/Service Reviews
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Case Studies and Reviews featuring innovative Products and Services for Pharmaceutical Marketing and Sales. Presents Practical Solutions from leading vendors and suppliers.
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PHARMA MARKETING NEWS

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Pharma Marketing News is the periodic electronic newsletter of the Pharma Marketing Network (www.pharma-mkting.com). Pharma Marketing Network is an exclusive marketing information resource and communications network for pharmaceutical marketing professionals.

Each issue of Pharma Marketing News is packed with facts, opinions, and case studies based upon interviews with experts in the field of pharmaceutical marketing. Highlights of presentations from industry conferences and links to references help subscribers keep up to date on best practices and network with their peers.

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