A review of the book "A Call to Action" by Pfizer CEO Dr. Hank McKinnell. This review focuses on the 10 action items McKinnell promulgates. Notwithstanding an Amazon.com review of the book written by Peter Rost -- Pfizer's whistleblowing head of endocrine care marketing unit -- in which McKinnell is described as making "an impressive mea culpa," this book is actually a mea non culpa! Find out why.

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Blogs and the Pharmaceutical Industry

This article presents the basics of blogging and offers several examples of how pharmaceutical companies and marketers can use blogs effectively without shooting themselves in the foot!

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The Brand Marketing Mix

This article is a summary of a presentation made before a pharmaceutical brand team on marketing tactics that are viable now and in the future, how to avoid risk by balancing risk vs. impact, and what the marketing mix trends will be one to five years out.

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Building a Blockbuster

TNS Healthcare research suggests that you can enhance your chances of building a blockbuster brand by developing a customer-driven approach that focuses more on building relationships with physicians than does the traditional detailing model. In support of this, TNS surveyed primary care physicians in the US and 5 European countries. The results are summarized in this article.

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Congress vs. Pharma: Trouble Ahead?

Now that the elections are over, the pharmaceutical industry is left to ponder what the new Congress has in store for it.

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Cost-Cutting Strategies for the Pharma Industry

Pharma Marketing News hosted an online Pharma Cost Cutting Survey between February 22, 2005, and March 18, 2005. Respondents indicated how likely they thought pharma companies would adopt several cost-cutting strategies within the next six months. This article presents a summary of the results.

• Includes physician survey data about what physicians value in a sales rep
• How did the pharmaceutical industry get into this mess?
• What is the number one people skill that pharmaceutical companies don't teach that they should?
• What was marketingÂ’s role in limiting physician access and how can they correct it?
• How does sales messaging impact physician access?

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Creating a Successful DTC Campaign on the Inside

Carrie Nelson, Manager New Hope Parkinson Program, and Laura Virden, Market Development Manager, of Medtronic shared the story of their two-year journey tackling the problem of bringing more of DTC campaign work in-house at the recent "Direct to Consumer Strategies for Medical Devices" conference organized by the Center for Business Intelligence.

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Emotions, Focus and Storytelling: How Cialis is Challenging Viagra

So who wants to go head-to-head with Viagra? The ultimate pharmaceutical mega-brand: a blockbuster drug, with a superbly executed global campaign, an urban legend. According to Blair Waite, Brand Manager, Global Marketing for Eli Lilly and Co., Viagra is now the world's 2nd most recognized brand name, after Coca Cola.

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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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GSK Strikes Back with a Grassroots Campaign

Mike Pucci, Vice President of External Affairs at GlaxoSmithKline, discusses his strategy to get the word out about the good that the pharmaceutical industry is doing.

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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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Marketing the Pharma Industry: The Empire Strikes Back

There are some things in life that money can't buy, like trust. But getting over 60 sharp marketing minds together for a couple days attempting to address the industry's most baffling issues -- priceless!

This article is a spirited review of the Pharmaceutical Marketers Knowledgeshare Forum, which was held recently in Philadelphia. The event was sponsored by PharmaVOICE magazine. The article provides a composite overview of the action plan developed by attendees.

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Measuring Marketing Strategy

It has been said that there is only one way to test marketing: wait and see what happens. However, few pharma CEOs today would consider such a 'watchful waiting' approach to be appropriate. "This observation highlights an unmet need in the pharmaceutical industry," says Mike Rea, Managing Director at IdeaPharma, a pharmaceutical marketing best practice consultancy. "While it is possible to predict and measure the effects of sales promotion by direct measures, or by modeling using surrogate measures, there are no empirical measures of the effectiveness of strategic marketing that can be used to judge effectiveness." This article reviews Q2 Audit, a new company and an industry-standard measure of marketing effectiveness

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Merck Rejiggers Its Marketing Mix

Adam Schechter, President of Merck US Human Health, made this statement not long ago at a Goldman Sachs healthcare conference: 'Industry must embrace new ways of engaging physicians on their terms.'

Topics covered include:

• Merck to Slash Field Force?
• Consumer Media Consumption Habits vs. Media Spend (Google chart)
• Customer Focus Means More Technology
• Engaging Customers on Their Terms
• Impact vs. Risk Analysis of Physician Marketing Channels (chart)

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The New Branding Model: From Blockbusters to Targeted Therapies

Targeted therapies, based upon genotype, require a new brand model that addresses smaller segments of the population. This model, according to Francoise Simon, professor of marketing at the Columbia University Graduate School of Business, requires a fundamental reorganization of the biopharma value chain, from discovery to manufacturing and marketing.

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No More Free Lunch in California?

California legislature recently passed SB 1765 (aka, 'fair drug marketing bill'), which requires pharma companies to comply with PhRMA and OIG Guidelines. this article summarizes the provisions of this bill, which is currently awaiting signature by Governor Schwarzenegger.

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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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Pharma Trends to Watch in 2006

This is the time of the year when we all look into our crystal balls and try to come up with predictions for the new year. This article summarizes the collective wisdom from respondents of the 2006 Pharma Trend Survey and participants of the Pharma Marketihng Roundtable. Includes sections:

• FDA Regulation of DTC: To Be or Not To Be?
• Risk: I Say Relative, You Say Absolute
• New Directions Part 1: Alternative Media
• New Directions Part 2: Unbranded DTC

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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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Scenarios on the Future of Pharma Marketing: No Time Like the Present to Think the Unthinkable

This article summarizes a presentation made by Jane Sarasohn-Kahn, a health economist and forecaster, at a recent industry conference.

In her talk, Ms. Sarasohn-Kahn assessed the prospects for the pharmaceutical industry over a 1 to 5 year period. She identified and analyzed the key external drivers shaping the short and longer-term futures of pharma, including political, economic, the provider market, plans, payers/employers, and e-business, among them. Based on these futures, Ms. Sarasohn-Kahn offered actionable implications for pharmaceutical marketers.

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Society of Industry Leaders: Help for Investors

The shifting pharma landscape makes it all the more important that investors make intelligent choices where to invest their money. The Society of Industry Leaders provides institutional money managers with timely information about the current state of the pharmaceutical market and how it is likely to progress.

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Stop Wasting $Millions on Ineffective DTC Ads!

Testing Technology Can Help Improve Ads and Engage Viewers. This article highlights PreTesting's ad measurement technology and reveals interesting insights about the major mistakes that pharmaceutical advertisers make with regard to measuring the effectiveness of their ads.

Topics covered include:

• Three Common Mistakes Made by Most Advertisers
• PreTesing Technology
• Case Study: Sleep Aid Ads
• Testing TV Ads in a TiVO World
• How to Create an Effective Drug Ad -- 17 learnings from PreTesting

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Strategies for Overcoming the Internal Challenges between Rx and OTC

Why is the decision to switch from Rx to OTC usually considered a challenge? Is it because Rx and OTC marketing are seen as two separate sectors of a drug's product life cycle, with OTC always serving as the final stage? Or is it the stigma of lower profitability, deserved or not, that OTC-only marketing carries? These perceptions - or misconceptions - may sometimes cause a company's general management to be reluctant to concede to switching until the optimal timing for maximizing the contribution of a brand has passed. In fact, according to Bruce Lifka, Senior Director, Hair Growth and Rx/OTC Switches for Pfizer, OTC is a strategic option for extending a product's revenue stream and is not automatically the death knell to the prescription business. If Rx and OTC marketers construct a master life cycle strategy together, they can turn the paradigm of switching from a risk to an opportunity.

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Surviving the Election Wars

The pharmaceutical industry must take a pro-active stance if it is to counter all the negative publicity the 2008 presidential campaign will generate. With the billions of dollars that the industry spends on DTC advertising, there is an opportunity to use DTC to focus more on humanitarian goals of the industry.

Topics and issues covered include:

• The Permanent Campaign
• Emerging Issues
• 2008 Election Outlook
• Building Trust with DTC
• Summary of the Roadmap to Surviving the Election Wars

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Teaching New Dogs Old Tricks

An interview with Professor Jim Avery at University of Oklahoma's Gaylord College of Mass Communication about preparing graduate students for a career in health advertising.

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To Ban or Not to Ban DTC, That is the Question

The pharmaceutical industry must be reeling from the blow just recently delivered by Senate Majority Leader Bill Frist (R-TN) who called upon the drug industry to impose "a two-year moratorium on advertising for new drugs and a government audit to determine how drug ads have affected the way Americans are treated for illness."

This article takes a critical look at Frist's proposal and other emerging DTC reform ideas. We'll include reaction to the Frist proposal from PhRMA, AMA, advertising trade associations, and especially from members of the PHARMA-MKTING online discussion group who weighed in with their expert opinions.

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Will COX-2 Inhibitors Crash and Burn?

This article documents the effect of the withdrawal of Vioxx and other COX-2 revelations on physicians' prescribing behavior using data from ImpactRx. Also included are results from a recent survey we conducted of Pharma Marketing News susbcribers regarding the wisdom of Pfizer's decision to test Celebrex to see if it is able to prevent heart attacks and strokes in patients with serious cardiovascular disease.

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