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Marketing to Professionals: A Sample Plan

April 1, 2006

The next generation of e-sampling will be integrated into the physician's workflow via e-prescribing.

Direct to Consumer: Inspirational Insights

April 1, 2006

Ask for their favorite new products or advertising campaigns, and most folks in pharma marketing can easily rattle off a whole list. But ask, "What were the consumer insights behind the product or advertising?" and you may be met by a blank stare. That's too bad, because whether brand marketers are developing a current product or launching a new one, powerful consumer insights are what they need to get into the hearts and minds of their target consumers.

Opinion: Unintended Outcomes for Consumer-Drive Insurance

April 1, 2006

High-deductible health plans go against the goals of employers, pharma, and the public.They don't reduce out-of pocket drug costs.

Washington Report: A Warning Trend

April 1, 2006

FDA doesn't usually write a black box warning "without some pretty good data," said Robert Temple of FDA's Office of Medical Policy. Overuse of the black box can both dilute its impact and limit access to needed treatment.

Leadership: The Short List

April 1, 2006

A leader has limited time and energy. Good choices about how to conserve these commodities make all the difference between performing exquisitely and just getting by.

Alternative Media: TV's Targeted Comeback

April 1, 2006

Consumers don't want scheduled media; they want to control their TV programming just as they control their TiVos and iPods.

Thought Leader: Q&A with Joel A. Tune

April 1, 2006

The blockbuster era is at an end. Drugs are focused on smaller audiences today. With fewer doses to run, we must be flexible to support multiple molecules.

From the Editor: Attack from Below

April 1, 2006

Safety advocates want to make it tougher for new drugs to win FDA approval. Consumer advocates want to make it legal to import drugs from abroad. Put those ideas together, and what have you got?

Deal Making: Who's Coming to the Table

April 1, 2006

Acquired: Intellectual property and technologies related to RNAi, therapeutics for respiratory diseases From: Galenea, Cambridge, MA By: Nastech Pharmaceutical Company, Bothell, WA Terms: Not disclosed

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