June 2014 Issue of MMM

June 2014 Issue of MMM

JUNE 2014 ISSUE

Digital Edition

Read the complete June 2014 Digital Edition

Click the above link to access the complete Digital Edition of the June 2014 issue of MM&M, with all text, charts and pictures.

Editor's Desk

Bringing back the magic

At MM&M's Leadership Exchange, the passion, candor, enthusiasm and respect were second-to-none

Features

Devices & Diagnostics Report: Diagnostic Companions

Marketing a diagnostic and drug in tandem requires a new business model. Collaborators Abbott and Pfizer have found success by coordinating marketplace efforts and promoting ...

Exclusive New Research: Healthcare Marketers Trend Report 2014

One year on from the inaugural Healthcare Marketers Trend Report and the industry is continuing its transformation. Our exclusive survey of director-level execs benchmarks the ...

Leadership Exchange: Partnering to Prosper

As the industry continues to evolve, so must the agency/client relationship. How can pharma clients and their partners collaborate successfully in the face of mounting ...

Therapeutic Focus 2014: Infectious Diseases

Gilead's curative but high-priced hepatitis C pill Sovaldi stirred payer frustration after its launch smashed sales records. Now firms from biotech to big pharma are ...

Mobile Marketing: Drive for the Distracted

Mobile is fast becoming the dominant way for people to digest digital information, but the medium presents hurdles for pharma. Ritesh Patel and Ben Currie ...

Headliner: Eisai CEO more like founding father

Yuji Matsue, Chairman and CEO, Americas Region, Eisai

In Focus

Industry resists FDA's social-media stance

Months before FDA's expected main venture this summer into regulating medical marketers' activities in social media, the industry reacted sharply to a draft guidance the ...

Professional Marketing

Eliquis aims to amp up its sales push

Cardiologists should be prepared for an amplified push for the BMS/Pfizer blood thinner Eliquis.

J&J marketing spend falls, but Olysio fuels a sales hike

Marketing and selling expenses are down, while Olysio sales helped fuel a pharmaceutical sales jump of 7.7% for Johnson & Johnson

Professional Marketing briefs: June 2014

News on Merck, Mount Sinal Hospital and Doximity

Med Ed Report

Teachable moment for new allergy tabs

With pollen season approaching its peak, drugmakers are educating doctors on a new class of allergy tablets. It could be a while before they're made ...

Why no Bad-Ad Program letters?

While two dozen enforcement letters were sent by FDA's Office of Prescription Drug Promotion to pharma companies last year, up from 21 in 2012, none ...

Med Ed Report briefs: June 2014

News on the University of Louisville CME program, Merck, GlobalData and BroadcastMed

Professional Media

NEJM tool lets docs fine tune skills

The NEJM Group, the organization behind the New England Journal of Medicine and NEJM Journal Watch, has launched a tool that seeks to infuse the ...

Medscape app gives personalized take on medical news

The iPad and iPhone resource from Medscape has one purpose: to funnel medical news to a professional's device

Professional Media briefs: June 2014

News on Symphony Health Solutions, Wolters Kluwer Health and Frontline Medical Communications

Partner Forum

Can EHRs raise the quality of care?

Stage 1 of the three stages of meaningful use criteria has ended, and Stage 2 is rolling out. So far, it's unclear if the incentives ...

Digital Media

Meaningful use not linked to quality: study

A recent study of physicians found no correlation between following EHR meaningful use requirements and providing consistently higher quality of care.

EHR deal puts Merck in the exam room

Merck's lead digital health strategist and his business partner offer a glimpse of what's possible through pharma and EHR collaborations.

Digital Media briefs: June 2014

News on Twitter, Olympus and Apple

Consumer Marketing

Using a personal approach to promote weight loss

Two recent consumer campaigns for prescription weight-loss medications show that marketers are seeking to gain mindshare using the same tonality and talking points as non-prescription ...

Linzess ads ask patients to talk

Ironwood Pharmaceuticals and Forest Laboratories have launched a campaign to get patients with irritable bowel syndrome with constipation or chronic ideopathic constipation to talk about ...

Marketing Research

WorldOne re-organizes, unifies around Sermo

The pharma market research major is working on unifying into one company with two main product lines, and is also in the process of a ...

Vantage Point: Payers—the "experts" in healthcare research

Access to payers is about knowledge, about understanding what they do in their jobs

Forest and Deloitte to collaborate

ConvergeHEALTH by Deloitte has entered into a multi-year collaboration with Forest Labs and Intermountain Healthcare to conduct outcomes research.

Agency Business

Star Group merges with Vox Medica, Calcium NYC

The newly formed group will be known as Calcium with Steve Michaelson, formerly of Rosetta Wishbone, at the helm.

Kane & Finkel, indie CA agency, closes doors

Kane & Finkel, the independent San Francisco-based shop founded in 1997 by John Kane and Bob Finkel, has closed, an executive confirmed.

Agency Business briefs: June 2014

News on Publicis, Palio+Ignite, PulseCX, McCann HumanCare and GolinHarris

Washington Insider

As I See It: Patient Centricity

A patient who is diagnosed earlier and receives the most efficacious treatment is the least expensive

Let FDA top performers set pace, study says

A Manhattan Institute analysis says that helping underperforming FDA drug review divisions match the output of high-performing divisions could cut development costs and speed approval ...

Did lawyers help write labeling rules?

Nineteen Republicans on the House Energy and Commerce Committee want FDA commissioner Margaret Hamburg to explain the role the American Association for Justice (trial lawyers) ...

Viewpoint

Virtual ad boards can help reach the right KOLs

Digital collaboration platforms make it convenient for pharma and thought leaders to engage

DTC fuels dialogue and empowers consumers

The new information age in which we live has made it unnecessary for patients to "live in the dark"

Private View

Private View: Animals in Advertising

Evan Young, associate creative director, Renavatio Healthcare Communi­cations.

At Work With

At Work With: Tom Donnelly

Tom Donnelly, Group Managing Director, Evoke Health

People

Upward Move: Michael A. Griffith

Michael A. Griffith, Executive vice president, inVentiv Health

People Moves: June 2014

Promotions and hires for manufacturers, agencies and technology companies

Back Talk

Making medicine emotional

We identify not with just the product, but with what it represents

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