January 2012 Issue of MMM

January 2012 Issue of MMM

January 2012 issue

Editor's Desk

How we make the stars align

Each year we are asked by many people how we arrive at our choices for the MM&M All-Stars. Here 's how we make those decisions.


2012 All-Star Company of the Year: Boehringer Ingelheim

Company of the Year: Boehringer Ingelheim. From left: President/CEO Greg Behar; David Pass, VP, US pipeline marketing; and Kathleen Dowd, VP, respiratory marketing

2012 All-Star Agency of the Year: ICC Lowe

Agency/Network of the Year: ICC Lowe. From left: Steve Viviano, CEO; Chet Moss, chief creative officer; Paul O'Neil, president, ICC Lowe

2012 All-Star Large Marketing Team of the Year: Victoza, Novo Nordisk

Large Pharma Marketing Team of the Year: Victoza. From left: John Spera, brand director, Victoza PCP marketing; Will Bainbridge, VP, Victoza brand; and Jeff Fayer, ...

2012 All-Star Small Marketing Team of the Year: Incivek, Vertex

Small Pharma Marketing Team of the Year: Incivek. From left: Pamela Stephenson, VP of marketing in charge of Incivek brand; Paul Daruwala, VP of marketing/HCV ...

2012 All-Star Media Brand of the Year: Medical Economics

Media Brand of the Year: Medical Economics. From left: EVP, chief administrative officer Tom Ehardt, and EVP Georgiann Decenzo

Cradle of a Crisis

Makena, KV Pharma's drug for preventing preterm birth, has been no bundle of joy. In an exclusive interview, Noah Pines finds how the firm has ...

Vantage Point

Vantage Point: Healthcare's new promotional target

Some analysts predict that over half of all calls by 2015 will be fielded by NPs, PAs and others


Making a political football out of Plan B

The odds on the risks surrounding Plan B change when a teen is not under a doctor's supervision

In Focus

Since Vioxx, hard times for pharma R&D

Everyone in biopharma knows that manufacturers are spending more to develop drugs that earn less than they did ten years ago, but a new study ...

Professional Marketing

Big cuts for AstraZeneca sales force

AstraZeneca is slashing its US sales force by 24% as it confronts a steep patent cliff.

Ipsen to grow commercial team as it moves US hub to NJ

Ipsen announced plans to reorganize its North American commercial operation by relocating the head office from California to New Jersey and hiring about 100 employees.

Professional Marketing briefs

News on the US Supreme Court, Publicis Touchpoint Solutions, Trinity Pharma and Qforma

Med Ed Report

Pfizer's new take on med-ed funding

Pfizer is changing the way it funds medical education to make smarter use of shrinking funding and enhance the impact of activities, the firm said.

Under new ownership, Pri-Med plans to expand its focus

Pri-Med is under new ownership following M|C Holding's sale of the US assets to closely held Canadian event and media producer Diversified Business Communications.

Med Ed Report briefs

News on FDA, ProMed Communications, Pfizer, Plannernet, and The Alliance for CME

Professional Media

Genentech hedged early on Avastin

FDA commissioner Margaret Hamburg's final decision to rescind Avastin's indication for metastatic breast cancer came in November. But ad spending to support the brand had ...

83% of pharma's trials published

More than eight out of 10 pharma-sponsored clinical trials made it into a peer-reviewed journal, a 23% increase over the 2008 rate, researchers showed.

Media Choice

Plastic and Reconstructive Surgery

Professional Media briefs

News on the American Academy of Neurology, Elsevier, Nature Publishing Group, The Female Patient and Wolters Kluwer Health

Partner Forum

Is consolidation the coming thing?

Several clients consolidated their advertising and promotion business last year, awarding all-in-one agency-of-record status for franchises, often including media duties. Should we expect more consolidations ...

Digital Media

Remedy Health buys HealthCentral

Health information site HealthCentral has been acquired by Remedy Health, a multimedia provider of content and tools designed to help people manage disease, the firms ...

It's Merck vs. Merck in Facebook "vanity URL" fracas

Facebook shut down Facebook.com/Merck after Merck KGaA announced plans to take legal action "based on the apparent takeover of its Facebook page" by its US ...

Digital Media briefs

News on the American Academy of Family Physicians, the AMA, HealthiNation and Siemens Healthcare

Consumer Marketing

Sanofi education push targets childhood vax fears

Sanofi Pasteur launched an education campaign aimed at blunting increasing skepticism of childhood vaccinations.


AstraZeneca has taken a leaf from the traditional OTC analgesic playbook to position their latest NSAID, VIMOVO

Europeans warm to pharma info

A Manhattan Research survey found that "nearly two in five online Europeans would like to be able to learn more about prescription drugs directly from ...

Pfizer to NSCLC patients: Get tested

Pfizer Oncology has recruited Desperate Housewives and West Wing star Kathryn Joosten for Lung Cancer Profiles, a national education campaign which aims to reduce stigma ...

Janssen IBD UGC features Idol star

Janssen Biotech wrapped up its IBD Icons campaign last month with American Idol's Casey Abrams crowning the winners of the user-generated content contest at a ...

Consumer Marketing briefs

News on New York-Presbyterian Hospital, Partners + Simons and AstraZeneca

Marketing Research

With KN buy, GfK aims for allied-health panel

Research giant GfK said it is acquiring Knowledge Networks, a provider of digital research in the US. The acquisition, terms of which were not disclosed, ...

UK open data stance: bold or brash?

A UK proposal to make anonymous patient data available for pharma company research elicited cheers and jeers.

Agency Business

GSW co-founder Gerbig dead at 66

GSW Worldwide co-founder Bob Gerbig has died at 66.

Study sees more telemedicine, medical tourism in 2012

Euro RSCG released its annual crystal-ball-gazing white paper, "The Big Little Book of Nexts: Trendspotting for 2012," in October.

Agency Business briefs

News on Merz, Novartis, Cooney/Waters Group, Edgemont Pharmaceuticals and Palio

Beltway Insider

As I See it: Conflict-of-interest rules

Watching pharma executives, sometimes you have to wonder, "Will these guys ever learn?" Case in point, industry's assault on the FDA's conflict-of-interest rules.

New approval paths are needed, says Woodcock

FDA director of drugs Janet Woodcock says she is so optimistic that biomedical science and the war on cancer will produce "startlingly better" therapies that ...

Extend brand exclusivity: researchers

Researchers are urging Congress to extend the exclusivity period for branded drugs by seven years and remove the initial 180-day marketing exclusivity granted to first-to-file ...


To meet changing needs, go to the open source

To meet new demands, many companies are restructuring—and need agencies who are doing the same. So for healthcare communications companies, the message is clear: adapt ...

Private View

Private View: Print ads

Helayne Spivak of Saatchi & Saatchi Wellness looks at some recent print ads that take a smart and original approach to their material

At Work With

At Work With: Tim Edbrooke

Tim Edbrooke, President and COO, Healogix

Name That Brand

Brand X preaches to the choir

Name That Brand for February

Back Talk

Healthcare's tectonic shift

Whether or not Obamacare survives in court, the cost-control squeeze is going to intensify