Friday, December 12, 2008

Preview of December Issue of Pharma Marketing News

Planned Articles
  • The Changing Policy Landscape & What to Do About It
    Prepare Now for Coming FDA and Pharmaceutical Marketing Reforms

    “The two traditional means by which pharmaceutical marketers have relied on for many, many years to encourage the uptake of new pharmaceutical products – direct-to-consumer advertising and physician marketing – are about to change,” warned Mark S. Senak, J.D., SVP, Fleishman-Hillard Washington D.C. , in a presentation at the recent DTC in the Era of Consumer Choice conference.

    Senak summarized all the possibly policy changes coming down the pike that will specifically impart pharmaceutical marketing. He also suggests what the industry should be doing to meet these challenges.

    This article is summarizes Senak’s presentation, which he later expanded upon in a YouTube video.
  • Patient Assistance Program Rankings
    Going Beyond Sales Force Effectiveness to Customer Experience Satisfaction

    “While free samples clearly play a valuable role in helping millions of financially-struggling patients get access to the medicines they need to live healthier lives, patients should know there are other options,” said Pharmaceutical Research and Manufacturers of America (PhRMA) Senior Vice President Ken Johnson.

    Among the "other options" patients have to get access to the medicines they need are the over 200 Patient Assistance Programs (PAPs) sponsored by pharmaceutical and biotech companies. Patient assistance programs are offered by pharmaceutical companies to help low-income, under-insured, or uninsured individuals and families afford necessary medications, with reduced-cost or free prescription drugs.

    In a syndicated study that identifies what primary care physicians perceive to be the top pharmaceutical PAPs in the industry, Market Strategies -- research and strategic consulting firm -- identified how PAP image influences overall corporate image among primary care physicians, what performance measures drive a pharmaceutical company's PAP image, and which companies are perceived as having the best PAP.

    This article reviews this research with comments from Peter Carlin, Senior Vice President of Market Strategies.

  • Reforming the FDA
    It All Starts with A New FDA Commissioner - Survey Results

    "[The Committee on Energy and Commerce in the US House and Representatives] has found that FDA not only failed in its basic mission, but refused to admit its failures and take steps to protect Americans from unsafe food and drugs," said Rep. John D. Dingell (D-MI), former chairman of that committee. "In the 111th Congress, the committee will swiftly move FDA reform legislation that is needed to ensure FDA does its job." Now that Henry Waxman is the new chairman, "swift" may be inadequate to describe the changes ahead for the FDA.

    The biggest and possibly most important change, however, is who President-elect Obama and his Secretary of HHS, Tom Daschle, decide to nominate for the new FDA Commissioner. "Now, in the Administration's final days, policymakers at FDA want to appear to be tough on industry," said Sen. Bart Stupak (D-MI). "This latest posturing is no reason for FDA political appointees to retain their positions. I encourage the incoming Obama Administration to clean house among FDA’s political appointees and bring change to an agency that badly needs it."

    It seems like everyone in the Pharma Blogosphere and the press is recommending or wondering who Dr. Andrew von Eschenbach's replacement will be.

    To help take the pulse of various stakeholders, Pharma Marketing News hosted the "Who Should Obama Nominate for FDA Commissioner?" survey starting in November, 2008. To date, over 400 consumers, healthcare professionals, government agency staffers, and drug industry executives have voted in this survey. This article summarizes the results of that survey.

  • Critical
    What Daschle Plans to Do About the Healthcare Crisis

    "The time has come, finally, to fix our broken health-care system," says Tom Daschle in the close of best-selling book, "Critical: What We Can to Do About the Healthcare." Daschle, of course, is Obama's choice for Secretary of Health and Human Services. Daschle will also lead a new White House office of health reform.

    To paraphrase General Patton, "Daschle, you magnificent bastard, we read your book!" Which is what all pharmaceutical executives and marketers should do. After all, Daschle warns that the "health-care industry would have to reconsider its business model" and he include pharmaceutical companies as part of the "health-care industry."

    For those among you who do not have time to read Daschle's book, Pharma Marketing News has done it for you. This article summarizes the main points Daschle makes and reveals his plan for "fixing" the problem.
Anticipated Publication Date
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