February 2011 Issue of MMM

February 2011 Issue of MMM

February 2011

Editor's Desk

Apps and apparitions

This month's cover story hails mobile apps as the future of patient education and disease management, which is a somewhat courageous statement.


Patient Education Report: Class Apps

Mobile apps are the future of patient education and disease management, promising better tracking, improved adherence and richer patient-doctor dialogue, reports Matthew Arnold

Medical Advertising Hall of Fame: Guiding Lights

Lauren Folino and Tracy Peterson look back on the extraordinary lives of the three newest members of the Medical Advertising Hall of Fame

Driven to Tiers

While healthcare reform presents issues and challenges for pharma, not to worry: reform also brings with it numerous opportunities to increase sales and market share

MM&M Awards 2011: Put Your Best Work Forward

The MM&M Awards 2011 program is open for business. This is your chance to put your best work forward, showcase your talents and get the ...

Headliner: Novo Nordisk's Heather Millage

Novo Nordisk has built a dizzyingly successful business on insulin sales (34 quarters of double-digit growth and counting), but when the company got into the ...

Therapeutic Focus

Therapeutic Focus 2011: Cardiovascular

The patent cliffs for the two biggest cardiovascular products are due to arrive this year and next, paving the way for generics. But don't count ...

Vantage Point

Vantage Point

The last two years saw controversy regarding the drug approval process.


Antidote: new cancer detection test

Johnson & Johnson has received a lot of criticism lately because of the McNeil recalls of cold medicines, especially those for children. Factories must follow ...

In Focus

As GOP takes aim at FDA, Sharfstein bows out

The FDA's point-man on prescription drugs, principal deputy commissioner Joshua Sharfstein, left the agency to head up public health in his home state of Maryland.

Professional Marketing

Court hears rep's free-speech case

The 2nd US Circuit Court of Appeals heard oral arguments in Caronia vs. US on December 2, a case that challenges a sales rep's inability ...

Merck and GSK continue to expand sales forces in China

Merck and GlaxoSmithKline are both increasing the number of sales reps operating in China, according to separate presentations given by the two companies.

Professional Marketing briefs

Featuring news about AxoGen, Veeva Systems, Veeva iRep and ReachMD

Med Ed Report

Bans not working at medical schools

Proper disclosure and good faith efforts are apparently not enough to enforce university bans on paid speaking programs.

Providers must clarify incorrect info

Accredited providers will be responsible for offering corrective information to learners, faculty and planners if an activity is found to break rules for independence, freedom ...

Reporter exposes autism paper

A 1998 Lancet paper that touched off a worldwide scare over the measles, mumps and rubella (MMR) vaccine was not only incorrect, claims an editorial ...

Med Ed Report briefs

Featuring news about Lilly, American Medical Student Association and ReachMD

Professional Media

Sermo docs prefer Epocrates app: poll

Doctors responding to an MM&M survey hosted by Sermo--a social network for practicing physicians--said they use the Epocrates mobile app more often for work purposes ...

Group publisher returns to QHC

Quadrant HealthCom brought Gary Falcetano back to the company as group publisher, overseeing Clinician Reviews, Convenient Care and Emergency Medicine. Falcetano left in 2008 and ...

Media Choice: Primary Care Portal

One of the most important parts of the office visit in my practice is patient education. When a patient understands their diagnosis, they become an ...

Professional Media briefs

Featuring news about Doctors.net.co.uk, Global Media Sante, Healthcare Information and Management System Society, MedTech Media and Elsevier

Partner Forum

Will pharmas keep shifting duties?

GlaxoSmithKline's decision in late 2010 to shift consumer media-planning and -buying duties for all its brands was a fresh signal that no media account is ...

Digital Media

Americans of two minds on virtual visits

Many Americans remain skeptical about the prospect of online consultations with their doctors and DIY testing via mobile apps, though men, younger and more affluent ...

Red Cross targets youth with holiday social media effort

A holiday digital campaign dubbed "Why the heck should I give to the Red Cross?" played off of an internet meme to raise awareness of ...

Digital Media briefs

Featuring news about WebMD, Medscape, Manhattan Research and CVS Caremark

Consumer Marketing

DDR on DTC: Seroquel XR

I wrote recently about the memorable campaign that AstraZeneca was running for Nexium, and this month I find myself applauding them for their DTC work ...

Sunovion uses familiar moth to refresh Lunesta ads

Sunovion Pharmaceuticals quietly mothballed a Lunesta TV ad that drew FDA scrutiny, in favor of a spot that reprises the sleep drug's familiar mascot.

GSK launches new Alli spots

GlaxoSmithKline has launched new commercials for Alli, just in time for holiday overeating remorse.

Marketing Research

IMS Health to acquire competitor SDI Health

IMS Health said it signed a definitive agreement to acquire privately held insight and analytics company SDI Health, bringing together two of the largest pharmaceutical ...

Generic bests Botox for migraine: MDs

Topiramate, the generic name for Ortho-McNeil/Janssen-Cilag's Topamax, is the sales leader among drugs approved for chronic migraine.

Agency Business

Viviano to helm Lowe Healthcare shops

Steve Viviano was named president of Interpublic Group's Lowe Healthcare Worldwide and its advertising and marketing units, including a just-launched digital arm, MM&M has learned.

GSK taps Omnicom's PHD as media agency of record

GlaxoSmithKline tapped Omnicom's PHD as media agency of record on all of its healthcare products, ousting incumbent WPP's MediaCom.

Agency Business briefs

Featuring news about Publicis Healthcare Communicaitons Goup, inVentiv, GSW Worldwide and Burson-Marsteller

Beltway Insider

As I see it

In January, FDA announced the launch of a new "FDA Basics for Industry," the most promising of its faltering transparency steps to date.

Life sciences waiting on social media rules

The life sciences industry is sitting on the sidelines and waiting for regulatory guidance, rather than jumping into wide-scale use of social media, according to ...

Ex-Sebelius aide purges FDA office

FDA associate commissioner for external affairs Beth Martino, a former Kansas aide to HHS secretary Kathleen Sebelius, has conducted an unprecedented purge of senior specialists, ...


Why a CME ice age would make us stronger

In the past, whenever an ice age occurred, the natural selection process over species seemed to be kicked into overdrive.

Don't wait for FDA guidelines on social media

The FDA's responsibility is first and foremost to public health and the promotion of safe and effective products.

Back Talk

Keep fighting for free speech

It dawned on me at the New Year, that it was some 20 years ago that the Coalition for Healthcare Communication came into being.