December 2009 Issue of MMM

December 2009 Issue of MMM

December 2009

Editor's Desk

Advocates and adversaries

I got a golden ticket! Or rather, my senior editor Matthew Arnold did.


MM&M Awards 2009: Tickled Pink

Healthcare marketing and communications execs, and pharma manufacturers, flocked to the sixth annual MM&M Awards gala presentation at New York City's Tavern on the Green ...

Outlook 2010: A New Dawn

The healthcare reform legislation inching toward the president's desk will mean big changes for the pharmaceutical industry, whatever its final form. Matthew Arnold takes a ...

Pipeline 2010: Provocative Agents

MM&M's Pipeline 2010 draws from the best in drug development, profiling 15 agents with the highest approval probability and brightest commercial prospects. These are the ...

Headliner: Siemens Healthcare's Tom Treusdell

In nearly 30 years working with medical devices, Tom Treusdell hasn't seen anything impact marketing more than electronic media.

Vantage Point


Antidote: mammograms for women 40-50

I thought I would take a short step away from the usual drug analysis to discuss mammograms.

In Focus

Off-patent Rx leads fibromyalgia category

As the number of FDA-approved fibromyalgia therapies has grown, so has patient hope for relief from the ailment. However, the condition is still not well ...

Professional Marketing

GSK shifts 2,200 posts for 'growth'

Instead of merely slashing reps to trim costs, GlaxoSmithKline is relocating the positions, said CEO Andrew Witty.

Companies to build sales force around lupus drug launch

Human Genome Sciences and GlaxoSmithKline are planning the launch of lupus drug Benlysta, and step one involves building a sales force to call on rheumatologists.

Professional Marketing briefs

Featuring news about Shire, Eli Lilly and Warner Chilcott

Med Ed Report

CME restriction bid rebuffed, again

A third attempt by an AMA ethics council asking physicians and medical institutions to curb industry funding for professional educational activities was rebuffed last month.

After probe, physician lands new post

Dr. Charles Nemeroff, the psychiatrist whose undisclosed financial ties made him a national model for rethinking conflict-of-interest standards, this month joins the University of Miami ...

NAAMECC backs conduct code

A new code ties disparate federal and state regulation, policy and other criteria into one document relevant to developing commercially supported CME.

Med Ed Report briefs

Featuring news about the ACCME, North American Association of Medical Education and Communication Companies (NAAMECC), WebMD, and the health reform bill

Professional Media

Elsevier unveils MD Consult mobile

To reach docs that may not have a laptop at the ready when medical information is needed, Elsevier optimized its MD Consult service for BlackBerrys, ...

Musculoskeletal journal launches

Sage launched Therapeutic Advances in Musculoskeletal Disease, the seventh title in its Therapeutic Advances series.

Professional Media briefs

Featuring news about Reed Elsevier, Wiley-Blackwell, Maney Publishing and Wolters Kluwer Health

Partner Forum

Does reform end brand messaging?

Will healthcare reform—should it pass—serve as a tipping point in the shift from traditional brand messaging to customer-centric engagement?

Digital Media set to defect to WebMD, a free online drug-information database, will join the WebMD Health Network starting January 1, said WebMD.

HealthCentral taps 5min for videos partnered with 5min, a video production and syndication platform provider, to extend the reach of both companies in an increasingly cluttered online health environment.

Demand Media gaining ground

Two Demand Media properties— and eHow Health—are quickly moving up the list of most visited health sites online, according to comScore data.

Digital Media briefs

Featuring news about AstraZeneca, Everyday Health, and Diabetes Mine

Consumer Marketing

DDR on DTC: Pristiq

Over the years, we've seen a lot of disturbing images in DTC.

Longer DTC TV spots are still memorable: Nielsen

Prescription drug advertisers are running longer broadcast spots to accommodate more expansive fair balance statements, a Nielsen IAG analysis suggests, as 75-second spots proliferate.

Urologists, NFL launch cancer effort

The American Urological Association is partnering with the NFL for a GlaxoSmithKline-supported prostate cancer awareness campaign with the message that men should start getting tested ...

King warned on Embeda VNRs

VNRs for King's ostensibly abuse-resistant pain drug Embeda drew an FDA warning letter.

CEOs, not celebs, more persuasive

Mulling celebrity spokes-candidates for an ad campaign? Consider this: business leaders are more persuasive than athletes, movie stars or musicians, according to a Harris Interactive ...

Consumer Marketing briefs

Featuring news about AdvaMed, Porter Novelli, Sanofi-Aventis, DDMAC, the American Medical Association and the Flu Information Care System

Marketing Research

Docs go from bedside manner to biz manager

Pharmas, and their sales reps, need to understand the health economics of a product in differing contexts, according to panelists at the Pharmaceutical Marketing Research ...

IMS Health purchased for $5.2 billion

IMS Health will be acquired by TPG Capital and the Canadian Pension Plan Investment Board, an investment management organization, for $5.2 billion.

Agency Business

Ex-Razorfish VP jumps to imc2 shop

One theory of career relativity states that the acquisition of an agency equals a management restructuring, and a management restructuring equals heads rolling.

EV Healthcare launches in NY

Two interactive and social media agencies, Extrovertic and Virilion, have combined forces to create EV Healthcare, a consumer engagement shop.

Beltway Insider

As I see it: healthcare reform

As healthcare reform moves through Congress, power moves from the hands of committee chairmen to the speaker and the Senate majority leader, who will decide, ...

Sen. Grassley questions advocacy group funding

The ranking member of the Senate Finance Committee, Sen. Charles Grassley (R-IA) has asked state-level chapters of the National Alliance on Mental Illness (NAMI) to ...

Regulatory changes key: Hamburg

FDA commissioner Margaret Hamburg says it is important for the nation to strengthen its commitment to regulatory science so that it becomes a robust and ...


HCP disclosure: A false sense of transparency?

Critics of the industry believe that our relationships with healthcare professionals taint their objectivity and result in overuse of branded drugs.

Building effective partnerships that deliver results

In my experience as director of communications for a national voluntary health organization, corporate/nonprofit partnerships were essential for helping the organization pursue its mission and ...

Back Talk

Social media virgin at work

I'm old enough to remember a time when everybody in pharma suddenly had to have a website for their brand—not for any strategic reason, but ...