December 2012 Issue of MMM

December 2012 Issue of MMM

December 2012 issue

Editor's Desk

It's back on, whatever 'it' is

If ever an industry could use four years of things staying basically the same, it's pharma


Outlook 2013: Pay It Forward

After a tumultuous few years of healthcare policymaking, the recent election brought a big victory for Obamacare. Expect this status quo to be anything but ...

Anderson's 360: Signs of Life

With some of the biggest patent expiries due to pass in 2013, the next two years will be important in terms of pharma's return to ...

The Pipeline Report 2013: Late-Stage Standouts

Spotlighting 196 agents, with profiles on 15 advances vying to be better, safer or cheaper than standard of care. Marc Iskowitz reports

Headliner: A type 1 blogger creates community

Kerri Sparling, Writer/editor, Six Until Me

Vantage Point

Vantage Point: Correct Terminology

In 2012, the phrase "pharmaceutical marketing research" seems a little wrong


Antidote: energy drinks

Energy drinks have been possibly linked to deaths and injuries. While there is no proof that the drinks caused these problems, there is reason to ...

In Focus

Access could hold down prices globally

Due to the trend toward increased healthcare access, healthcare could go from being an additional benefit to "being regarded everywhere as a basic human right." ...

Professional Marketing

Vivus moves to widen Qsymia market

Although Vivus weight loss drug Qsymia is getting a cold reception from regulators in the EU, where it is known as Qsvia, the company said ...

Amgen overhauls its sales force and Prolia advertising

Sales of Amgen's Prolia are set to rise after a "soft" quarter, thanks to a sales force overhaul and an impending return to TV advertising, ...

Professional Marketing briefs: December 2012

News on Eli Lilly, Novartis, Johnson & Johnson and Pfizer

Med Ed Report

MD Twitter-base may help ID KOLs

A new database aims to broaden the scope of insight that can be gleaned about doctors who tweet.

ACRE issues collaboration guidance

The Association of Clinical Researchers and Educators (ACRE) issued a code of conduct to guide doctors in what it considers major areas of interaction with ...

AMA amends its CME ethics policy

The American Medical Association adopted a change to its ethical policy on CME at the AMA House of Delegates meeting last month.

Med Ed Report briefs: December 2012

News on Vivus, India's income tax department, European Accreditation Council for CME and the Journal of General Internal Medicine

Professional Media

For retractions, cause shapes effect

Nonprofit National Bureau of Economic Research—the organization that officially declares the stop and start of recessions—has issued a report that adds another angle to the ...

BMJ to bar papers when patient-level data kept private

Starting next year, the BMJ will not publish academic papers on drugs or devices unless the relevant anonymized patient-level data are made available for third-party ...

Professional Media briefs: December 2012

News on Wiley, Nature Publishing Group and the American Society of Plastic Surgeons

Partner Forum

Can publishers open the data door?

The BMJ said it will not publish research papers on drugs when clinical trial data are kept secret. What effect will BMJ have on other ...

Digital Media

WebMD adds clicks but not adspend

WebMD's third-quarter results showed that the health portal is still fighting for share.

Text4Baby targets moms-to-be with lullaby campaign

To get moms to sign up for Text4Baby, there's the lure of a prize: enroll and you could end up with a lullaby written and ...

Digital Media briefs: December 2012

News on Pfizer, Manhattan Research and Treato

Consumer Marketing

Sanofi picks Perkins to head Diabetes Co-Stars

Sanofi has recruited actress Elizabeth Perkins, who has type 1 diabetes, to serve as the face of its Diabetes Co-Stars awareness campaign.

DDR on DTC: Humira

The latest example of Humira's command of DTC brand marketing can be seen in the campaign for its Crohn's disease indication.

Excedrin relaunches with app, Sparks

Ten months after it was pulled due to manufacturing snafus, Novartis relaunched Excedrin with a celebrity spokesperson, migraine app and survey of women migraine sufferers.

FDA reaffirms its oversight of press materials

The FDA issued a rare untitled letter concerning a pitch letter—a reminder that the agency does not consider press materials to be exempted from its ...

Schiff gets 2nd takeover offer

Consumer goods firm Reckitt Benckiser commenced a tender offer for vitamin and supplement company Schiff valued at $200 million more than an acquisition deal Schiff ...

Consumer Marketing briefs: December 2012

News on AstraZeneca, Pew and Walgreens

Marketing Research

Market researchers take hit in BMS layoffs

Bristol-Myers Squibb is laying off close to 100 employees, including market researchers, as it recovers from patent expiries and awaits new approvals.

How to stay relevant in pharma

Pharma marketing researchers should provide actionable recommendations to brand managers and be more proactive in identifying opportunities to research business issues, said TGaS Advisors.

Agency Business

Pfizer, J&J shifts spare HCP shops

For the big mainline agencies, the creative consolidations at Pfizer and Johnson & Johnson are a big deal. But to their medical agency subsidiaries, the ...

Havas brings together transatlantic duo of digital shops

Havas is merging two digital shops, Euro RSCG Life 4D and Creative Lynx, to form Havas Lynx

Agency Business briefs: December 2012

News on Roska Healthcare Advertising, Interpublic, Dudnyk and Lanmark 360

Beltway Insider

As I See It: What the election means for FDA

Major provisions in the FDA Safety and Innovation Act could make the approval process more transparent

FDA wants another look at data for failed drugs

FDA's drugs center wants to revisit a proposal once entertained by PhRMA to allow the agency access to all data from failed drug development programs ...

FDA moves to streamline patient info

The FDA wants to replace Medication Guides, patient-package inserts, and other consumer medication information handed out at pharmacies with a proposed Patient Medication Information (PMIs) ...


With the election behind us, innovation to the fore

Larry ­Mickelberg, Partner, Chief Digital Officer, Havas Heath/President, Havas Lynx US

Private View

Private View: MM&M Awards Finalists

There's a fine line between those who win the Gold and Silver Awards and those who don't. Here are a few MM&M Awards Finalists who ...

Upward Move

Upward Move: Jeremy Bender

Jeremy Bender, Chief Business Officer, Sutro Biopharma

At Work With

At Work With: Rob Perota

Rob Perota, EVP, Executive Creative Director, Centron


MAHF shares its wisdom with young execs

The Medical Advertising Hall of Fame's "Young Executives' Night Out" offered some promising members of the agency world an informative seminar on how to grow ...

Back Talk

Learning from the e-lection

Mechanics may have been instrumental in determining the outcome of the election