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Vol. 7, Issue No. 9: NOVEMBER 2008 - EXECUTIVE SUMMARY

Welcome to Volume 7, Issue #9 (NOVEMBER 2008) of Pharma Marketing News. See the featured article summaries below.

John Mack, Publisher & Editor
Time for a New & Improved FDA Commissioner
Upfront Commentary

No von EscenbachThere is no doubt that Dr. Andrew von Eschenbach, the current FDA Commissioner, will soon be leaving the FDA and will not allow the door to hit him on the ass on the way out.

Who will Obama nominate to replace von Eschenbach? There are plenty of special interest groups that would like to influence his decision.

I wonder how Obama will balance all these diverse interests to pick the right person? Whoever the nominee is, the new FDA Commissioner will also need to balance competing interests.

Read this entire OpEd piece by John Mack here:

Free Drug Samples
The Sales Rep's Last Great Hope?

Free Drug Sample Gift BasketAccording to some sales reps, as of Jan 1 2009 -- when PhRMA's new Code on Interactions with Healthcare Professionals becomes effective -- pharmaceutical reps will no longer be "permitted" to deliver any marketing materials to healthcare professionals, which would make free drug samples the only real form of in-office marketing.

Obviously, sales reps consider free drug samples an important marketing tactic that they can employ to gain access to physicians. In 2005, the pharmaceutical industry distributed more than $18 billion worth of drug samples.

But critics are concerned that drug samples increase costs, raise questions about the appropriateness of treatment choices, and create real or perceived conflicts of interest in the medical profession.

Between August 16, 2008 and November 13, 2008, Pharma Marketing News hosted a "Pharmaceutical Sampling Practices Survey" that asked respondents their opinions of drug sampling issues and whether or not the distribution of free drug samples should be banned. The results of this survey are summarized in this article.

Topic headings include:
  • Physicians Urged to Boycott Samples
  • Sample Safety Issues
  • Conflict of Interest Issues
  • Do Samples Increase Drug Costs?
  • Getting Around Formularies
  • Do Samples Help Indigent Patients
  • Are Samples Helpful in Prescribing the Correct Medication?
  • Physicians Value Samples, But...
  • Do Samples Increase Access and Benefit Sales?
  • Should Samples Be Banned?

Read this article now. It's FREE...

Download PDF file

Optimizing Market Access
A Guide to Effective Pricing, Reimbursement and Messaging Strategies

TNS HealthcareIn 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.

Jonathan Kay, Global Practice Area Leader, Brand and Access Management, TNS Healthcare, set the stage by reviewing global market access issues and identifying challenges and opportunities in coverage and payment.

Larry Olson, Vice President and Practice Leader, Payer Markets, TNS Healthcare, looked in greater depth at communication strategies to maximize access, including how to develop compelling messages to build and sustain brand value.

Topic headings include:
  • Cost-Containment Tools
  • How it works in the US
  • How it Works in the UK
  • How it Works in Japan
  • Cost Sharing vs. Risk Sharing
  • Strategic Considerations
  • Payer Messaging
  • Required Market Intelligence 
  • TNS Healthcare's 5-Step Research Process
  • Best Practices

Read this article now. It's FREE...

Download PDF file

Measuring & Communicating eSuccess
Strategy First, YouTube Later... Maybe

eSuccessThis article is a review of a presentation by Aaron Uydess, Senior eMarketing Manager at Novo Nordisk, made at Eye for Pharma's 3rd eCommunication and Online Marketing Summit held October 23-24, 2008, in Boston, Massachusetts.

Uydess presents a best-in-class approach to developing online plans that align with strategy, reduce silos, and measure and merchandise digital strategies across a pharmaceutical marketing organization.

Topic headings include:

  • The Customer Centric Approach
  • Channel Integration
  • Measuring Your Success
  • Project Scorecards
  • Tell Your Story

Read this article now. It's FREE...

Download PDF file

Vol 7, #9 Contents

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