February 2013 Issue of MMM

February 2013 Issue of MMM

FEBRUARY 2013 issue

Editor's Desk

The new killer app: Humans

Pharma's "digital adoption" conversation has almost always focused on new technologies, new channels, new audiences and new skills. But that's changing fast.


Gateway to Gold: MM&M Awards 2013

The MM&M Awards 2013 program is now open for business. This is your chance to put your best work forward, showcase your talents and get ...

Patient Education Report: Patients on Call

Savvy, influential patients have pharma's attention and are growing relationships with industry. How firms have just begun to tap the potential of this emerging segment

Managed Markets: A PBM Calls the Plays

Managed care and PBMs are calling the shots on coverage. Before you decide on marketing and pricing, know what matters to them. Seven moves to ...

MAHF: Founders, Keepers

The Medical Advertising Hall of Fame's three new members have each made lasting contributions. Digital media, healthcare advertising and promotional analysis still bear their imprint

Non-Personal Promotion: Digital to Docs

With more sources of medical info than ever—both in print and online—many doctors are making the decision to unplug from pharma. How to reach them ...

Headliner: Millennium marketer sprints ahead

Ryan Cohlhepp—Senior Director, Head of US Marketing, Millennium: The Takeda Oncology Company

Therapeutic Focus

Therapeutic Focus 2013: Rare Diseases

Companies are looking carefully at the rare disease area now. But there's a steep curve, as firms in this burgeoning space face a host of ...

Vantage Point

Vantage Point: Should suppliers be partners?

A foundational premise of agency-of-record and preferred-provider relationships has a fatal flaw


Antidote: Bring the flu vaccine up to date

The major flu vaccine still in use, with technology essentially unchanged since the 1950s, is the vaccine manufactured using cultures of billions of hens' eggs. ...

In Focus

Trial employing crowd input gets FDA nod

What's been called the first clinical study protocol developed using crowdsourcing methods received the FDA's imprimatur.

Professional Marketing

Study: free lunches can hurt generics

The doctors who said in 2012 that drug company-sponsored lunches couldn't sway their prescribing are being undercut by a study published in JAMA's Internal Medicine.

Warfarin-replacement market prepares itself for Eliquis

The warfarin-replacement market has been bracing for the entry of Eliquis since well before the drug won FDA approval in December

Professional Marketing briefs: February 2013

News on IMS Health, Televox, the American Academy of Nurse Practitioners and the American College of Nurse Practitioners

Med Ed Report

Meeting coverage en Español? Si!

MDLinx owner M3 Group is partnering with Argentine online physician network Medcenter on a content-sharing deal that will expand the former's in-language reach

Diabetes giant lands PI-CME grants

Big Data is powering Joslin Diabetes Center's performance-improvement CME, thanks in part to education grants from four pharma companies.

Advocates, docs: Release final regs

Advocacy groups and physicians call on the Office of Management and Budget to release final regulations for the Physician Payments Sunshine Act.

Med Ed Report briefs: February 2013

News on Wentz-Miller Global Services, Plannernet, QuantiaMD and Meeting Professional International

Professional Media

Elsevier marketing push hits the road

A new Elsevier marketing campaign consists of two mobile units that bring an immersive experience to institutions and individuals

Athenahealth acquires mobile health firm Epocrates

Cloud-based electronic health-record and practice-management provider Athenahealth is buying mobile health firm Epocrates for $293 million in cash

Professional Media briefs: February 2013

News on Time Inc., WIley and Wolters Kluwer Health

Partner Forum

Can Big Data justify big budgets?

Big Data holds promise for helping pharma boost efficiencies, but the business case for new analytic techniques, in many cases, is still being written. How ...

Digital Media

Shire launches ADHD Transitions Challenge

The Shire ADHD Transitions Challenge will shower $150,000 in awards on eight teams of developers.

Licensors say docs should watch their step online

A recent survey of the licensing boards which cover the licensure of about 88% of US physicians indicates that what doctors do online after landing ...

Digital Media briefs: February 2013

News on Psychiatric Times, Manhattan Research and Pew Research Center

Consumer Marketing

Merck finds "dual modality" clarifies DTC risks

Research by Merck bolsters the case for "dual modality" audio/video risk statements

DDR on DTC: Intermezzo

Purdue Pharmaceuticals has taken a big step forward with its new multichannel campaign for its sleep aid, Intermezzo.

FDA plans to eye "corrective" DTC

FDA has outlined plans to study the use of corrective DTC TV ads as a way of remedying deceptive advertising.

Marketing Research

Pfizer, Humedica ink real-world data pact

Pfizer and clinical data outfit Humedica jointly announced their intent to collaborate on studies examining the effectiveness of treatments.

New CEO heads Symphony's quartet

Frank Lavelle officially became CEO of data and analytics provider Symphony Health Solutions in mid-January.

Agency Business

Publicis aims to up its media game

Publicis Healthcare Communications Group is retooling its media offering, placing media talent at each of its shops and creating a centralized media hub for execution.

Group DCA's Bercovitz to co-lead Draftfcb's Area 23

Draftfcb Healthcare named Joan Bercovitz EVP, managing director of Area 23.

Agency Business briefs: February 2013

News on Edelman, Ogilvy CommonHealth and 6 Degrees

Beltway Insider

As I See It: FDA and the First Amendment

FDA has never won a First Amendment case, and its string of losses led it to bring this one under false colors

FDA chief cites the need for more collaboration

FDA commissioner Margaret Hamburg says that if academia, industry, government scientists and regulators could come together more in pre-competitive collaboration it could get more done

Use jail to fight fraud: FDA lawyer

FDA deputy chief counsel for litigation Eric Blumberg told a December conference that "Money is clearly not doing the job...We need to employ a 'bigger ...


Does creative still matter? Only if brands still do

The pharmacist in me shudders at the price my family pays for water. But brands matter. So I buy Aquafina

Why shouldn't we have healthcare Super Fans?

Superstitious or based in fact, fans drive followers to listen and have the power to convert non-believers

Private View

Private View: Pictures that tell a story

Audrey Fleisher, VP, Group Creative Director at Digitas Health

Upward Move

Upward Move: Hans Christian Rohde

Hans Christian Rohde—Chief Commercial Officer, uniQure

At Work With

At Work With: Shannon Boyle

Shannon Boyle—SVP, Human Resources, Publicis ­Healthcare Communications Group


People Moves: February 2013

Industry, agency and media hires and promotions

Back Talk

Shelter from the storm

The phrase "perfect storm" powerfully describes the colliding forces in healthcare

Skill Sets (advertising section)