Professional Marketing briefs

Bausch & Lomb named Daniel Wechsler corporate VP and global president, pharma business. Wechsler joins Bausch & Lomb from Merck, where he was head of US strategy, commercial model innovation and business development.

Allergan has a superiority complex when it comes to marketing its ophthalmic drops, as evidenced by a second DDMAC Untitled Letter posted online. This time, a direct mail piece targeting physicians made unsubstantiated superiority claims about Lumigan, an eye drop indicated for the reduction of elevated intraocular pressure in patients with open angle glaucoma or ocular hypertension. The mailer paired Lumigan against latanoprost—the active ingredient in Pfizer's Xalatan.

GSK's sales force is number one with office-based primary care physicians, according to an SDI survey. Pfizer placed second and Merck placed third. Pfizer reps called most often on physicians, followed by reps from Merck, AstraZeneca, GSK and Forest. GSK calls decreased 12% in the 12 months to September over the same period last year. The products most often discussed in GSK calls included Advair, Lovaza and Avodart, docs reported.
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What does going "beyond the pill" actually mean? At MM&M's recent inaugural spring conference, audience members heard from real-world companies that are managing the organizational, technological, and promotional challenges inherent in this transition, such as partnering with health neophytes, harnessing technologies that allow deeper engagement with patients, and adopting a new commercial mindset to serve, not sell. Download here.

A wave of more effective anti-cancer drugs has set the oncology world on fire with enthusiasm. While many hail this as a new era, an equally vocal faction questions the money spent for the value gained. This medical and commercial trend report for marketers of anti-cancer modalities touches on many of the latest shifts that have expedited product launches and otherwise impacted promotion and reimbursement of these drugs. Click here.