December 2011 Issue of MMM

December 2011 Issue of MMM

December 2011 issue

Editor's Desk

2012, our giant-leap year

We are planning to host at least three more virtual events in 2012

Features

Headliner: MDLinx's Serial Startup Wizard

Stephen Smith has helped build some remarkable businesses in the digital-medical space—starting with MedScape—with the wits of a tinkerer, not the smarm of a salesman.

Pharma Marketing Outlook 2012: Detailing D.C.

To stave off federal budget cuts, the drug industry needs to show politicians its worth as a vital source of jobs, treatments and innovation

Pharma Marketing Outlook 2012: Anderson's 360

Sanford Bernstein's Tim ­Anderson, MD, who has taken Institutional Investor's top ranking three years running, on what 2012 has in store

Pipeline 2012: Pharma's Front-Runners

Profiling a dozen agents on deck plus many products in the wings, MM&M's Pipeline 2012 sees a year of change.

Leadership Exchange: Multichannel Marketing

Choosing channels and creating an integrated campaign isn't easy, but our panel of experts can help. James Chase directs the discussion

Vantage Point

Vantage Point: What 2012 could bring

Wrapping up what was remarkable about the past year, and pondering how the New Year will be the same and/or different.

Antidote

Antidote: The future of Crestor and Lipitor

Does Crestor have a selective advantage over Lipitor that would make it worth the price difference?

In Focus

Despite ad push, HPV vax awareness flags

A little over half of US girls ages 13 to 17 have not gotten even one dose of the HPV vaccine

Professional Marketing

Amylin parts with Lilly, will add reps

Amylin will raise its number of sales reps from 350 to 715 to make up for Eli Lilly's departure from commercial activities

Sanofi makes cuts to field force, consolidates functions

Sanofi will winnow its field force down through a "voluntary separation program" and relocation of some reps, said a spokesperson following news of more layoffs

Professional Marketing briefs: Biogen Idec, inVentiv Health, Abbott and Gilead Sciences

News on Biogen Idec, inVentiv Health, Abbott and Gilead Sciences

Professional Media

Springer to buy Adis pharma journals

Wolters Kluwer has reached an agreement to sell its pharma-related marketing and publishing services unit to Springer Science+Business Media.

Dr.'s Choice all IPG, Omnicom

The Association of Medical Media (AMM) named its Doctors' Choice award winners, and Interpublic Group and Omnicom agencies dominated.

Professional Media briefs: BMJ, Docphin, Quadrant HealthCom and BMJ.com

News on BMJ, Docphin, Quadrant HealthCom and BMJ.com

Partner Forum

What's behind print's banner year?

Pharma DTC ad spend rose 4% through July 2011, vs. YTD July 2010, according to SDI, with magazine buys up 18%. Why is print up?

Digital Media

Kramer to leave Digitas, Razorfish

David Kramer, who co-founded the agency now known as Digitas Health in 1988, announced that he will leave the company at year's end.

Marketers not a focus of consumer online-privacy fears

Consumers are concerned about online privacy, but marketers tracking their surfing habits or mining their emails is the least of their worries

Digital Media briefs: Everyday Health, HealthPrize Technologies, Boston Scientific, BBK Worldwide and PatientsLikeMe

News on Everyday Health, HealthPrize Technologies, Boston Scientific, BBK Worldwide and PatientsLikeMe

Consumer Marketing

Benlysta launches multi-channel DTC campaign

New online and print DTC advertising for Benlysta, targeting US patients with lupus, are launching this month, said executives from Human Genome Sciences.

DDR on DTC: Sonosite's portable MRIs

Even I know about the portable MRI machine by Sonosite, thanks to its comic-book-style DTC campaign

Everyday Health goes on YouTube

Everyday Health is launching a YouTube channel, "Everyday Health TV: Content to Change Your Life."

Pharmas are lagging in online multicultural efforts

Out of 240 branded pharma websites, only about a fifth have any African American imagery on their pages, and bilingual sections of pharma sites are ...

Marketing Research

Feds approve IMS's purchase of SDI Health

IMS Health's acquisition of SDI Health was officially consummated, and its parent company is moving forward to divest two SDI product lines

Will social media replace surveys?

Social media has emerged as a deep well of opinion but is an enigma for market researchers, says the co-founder of EmPower Research.

Agency Business

Merck moves respiratory to Area 23

Merck consolidated the advertising and promotion business on its respiratory franchise to Interpublic, with Draftfcb Healthcare's Area 23 serving as lead agency.

Omnicom, CAHG opt for regulatory compliance training

Agency CAHG became the first healthcare marketing shop to get training and certification in regulatory compliance from the Center for Communication Compliance.

Agency Business briefs: Euro RSCG Life LM&P, Publicis Touchpoint Solutions, Cooney/Waters Group and Vox Collective

News on Euro RSCG Life LM&P, Publicis Touchpoint Solutions, Cooney/Waters Group and Vox Collective

Washington Insider

As I See It: Risk management

Risk management means more than REMS strategies and tactics, or validated methodologies and therapeutic regis­tries. What it's really about is assuming the mantle of responsibility.

Senators try to clear path for new antibiotics

Sens. Richard Blumenthal and Bob Corker introduce the Generating Antibiotic Initiatives Now (GAIN) Act to spur antibiotic development to fight the spread of antibiotic-resistant bacteria.

Woodcock: More tech, less scrutiny

FDA drugs director Janet Woodcock says the next 25 years could bring advances with the potential to make drug development more reliable—and decrease regulatory oversight

Viewpoint

How digital tech can counter Sunshine Act flaws

The logistical costs of face-to-face advisory board meetings don't help manufacturers or thought leaders

Sunshine sheds little light on status of reprints

It is counterintuitive to place a burden on information that adds value to public health and safety

Private View

Private VIew: Disease-state awareness

Some current campaigns in oncology—with one example from the consumer world—that raise awareness and educate in a provocative and compelling manner

At Work With

At Work With: Scott Weintraub

Scott Weintraub: Chief Marketing Officer, Principal, HRM—Healthcare Regional Marketing

Name That Brand

Back Talk

Making sense of safety data

A tidal wave of information is on the horizon. Processing, analyzing and drawing accurate conclusions from that information is healthcare's next major challenge.


Does a health psychology approach hold the key to Rx adherence? In MM&M's latest Leadership Exchange Uncut eBook, industry stakeholders from the payer, provider, academic and pharma realms explore the "why" behind medicine taking. Access here.

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