March 2013 Issue of MMM

March 2013 Issue of MMM

March 2013 Issue

Editor's Desk

Data dive or treasure trove?

With the advent of expansive data, risk management has evolved to include assessment of the risk of not doing things.


MM&M Awards 2013: How to Win

You have fewer than six weeks to enter the MM&M Awards. No problem. Give yourself the best chance of success by following our checklist of ...

Data & Analytics: Deep is the New Big

Meeting pharma's value-based reimbursement challenge: Marc Iskowitz looks at how companies, driven by payer and provider pressure, are leveraging Big Data across the product lifecycle

Journal Ad Report 2012: In a Bind

Pharma's turn to specialty drugs hasn't been good for print. Ad pages in medical/surgical journals fell steeply in 2012, despite the pickup in FDA approvals. ...

Biosimilars: On Pins and Needles

Patent clocks are ticking on branded biologics worth billions. As time runs out, it's not clear when look-alikes will arrive in the US or be ...

MAHF 2013: Honors Class

The industry turned out in droves to honor three luminaries and the 2013 'Future Famers' at the Medical Advertising Hall of Fame induction dinner on ...

Headliner: Portal chief remodels web content

Mike Cunnion, CEO, Remedy Health Media

Therapeutic Focus

Therapeutic Focus 2013: Metabolic

The prevalence of diabetes and obesity is still high, despite piecemeal attempts at treating them. Among drug makers' latest efforts: pills that address both at ...

Vantage Point

Vantage Point: Using real-world data

Marketing teams are not going to succeed in the future without a real understanding of the real world


On Flu Vaccine and the Elderly

The news from the CDC that this year's flu vaccine appears to be less than 60 percent effective at preventing severe flu symptoms, and only ...

In Focus

Sunshine rule warms some, burns others

With the dust beginning to settle on CMS's final rule for the Sunshine provisions of Obamacare, winner and losers are starting to emerge from the ...

Professional Marketing

Santarus bolsters its sales-rep force

Drug maker Santarus is bringing on 85 reps ahead of the launch of its ulcerative colitis drug Uceris.

Emotions, as well as function, determine MD trust: study

Physician trust in pharmaceutical brands is driven by an emotional connection as well as functional attributes and perceptions of the manufacturer, said Harris Interactive

Professional Marketing briefs: March 2013

News on FDA, Pfizer and PhRMA

Med Ed Report

Peer education in Sunshine's glare

The final ruling regarding collecting data on industry payments to physicians from HHS's Centers for Medicare & Medicaid Services has several elements that are significant ...

ACCME clarifies symposia-fee rule

The ACCME clarified its rule on management and reporting of payments to reserve space for satellite symposia.

Poll: Docs in dark about Sunshine

An MMIS survey of 1,000 physicians showed that over half didn't know that the Sunshine Act requires companies to report on expenditures annually

Med Ed Report briefs: March 2013

News on the Royal College of Physicians, Pri-Med, Georgetown University Medical Center and ReachMD

Professional Media

Inaccuracies hurt clinical data: study

A piece in open-access journal PLOS that highlights problems with the current state of published clinical trial data.

Professional Media briefs: March 2013

News on Current Psychiatry, BIoMed Central, Elsevier and Wiley

Partner Forum

Balancing promotion and education

How can agencies establish brand identities for specialty drugs without looking too self-promotional?

Digital Media

Remedy, UC Berkeley partner on site

Remedy Health Media is partnering with the University of California-Berkeley on, which will deliver wellness information to consumers

AccentHealth boosts digital reach with Everwell buy

AccentHealth is beefing up the digital side of its business with its acquisition of MediVista Media's Everwell TV network.

Digital Media briefs: March 2013

News on Everyday Health, Google, WebMD and HHS

Consumer Marketing

Intermezzo issues sleep category wake-up call

After several years of quiet among prescription sleep aids, Purdue Pharma has issued a wake-up call to the category with ads featuring an anthropomorphic lightbulb.

DDR on DTC: Tamiflu

This winter's Flu season reached "epidemic" proportions in many communities. This could be seen as great news for hand sanitizers, and for Genentech's Tamiflu antiviral ...

Laiks is Arnold's new Sanofi lead

Arnold Worldwide has tapped Martin Laiks to lead the shop's Sanofi business.

Marketing Research

CMS carve-out clears clouds over research

"The marketing research community should be very satisfied with the additional guidance on the Sunshine Act from CMS," said the PMRG's government affairs committee chair

GSK Consumer joins retail think tank

GSK Consumer Health Care is the newest member of a research organization that conducts experiments into how shoppers think and behave.

Agency Business

Argon link ups Draftfcb global reach

Draftfcb Healthcare is filling out its global footprint through an alliance with Argon Network, a coalition of 22 indie agencies in Europe, Asia, the Middle ...

Putting it together: inVentiv merges four shops into two

inVentiv is merging four of its digital agencies into two full-service shops: GSW, Fueled by Blue Diesel and Ignite + Palio.

Agency Business briefs: March 2013

News on Ogilvy CommonHealth Worldwide, McCann and Havas Life

Beltway Insider

As I See It: Life under the "Sunshine Act"

While we all like the sun, life under the final rules for the "Sunshine Act" provisions of the Affordable Care Act is going to be ...

FDA mulls fast approval for unmet-needs drugs

FDA is exploring an alternative drug-approval pathway for drugs intended to address unmet medical needs by "limited use" approvals.

Innovator risks over generic warnings

The Alabama Supreme Court ruled that a man who claims he was injured by a generic version of Pfizer's Reglan can sue the innovator company.


Engaging men can help to increase brand loyalty

Marketing no longer trashes men, it celebrates them—time for healthcare to do the same

Give government an unexpected role: customer

Marketing and sales executives write off government sales due to misconceptions—and truths

Private View

Private View: Pharmacies

Taking a look at who different pharmacies are, or maybe who they want us to think they are, today

Upward Move

Upward Move: Frank Lavelle

Frank Lavelle, CEO, Symphony Health Solutions

At Work With

At Work With: Matt Hallett

Matt Hallett, VP of Product, Appature


People Moves: March 2013

Manufacturer, agency, programming and research promotions and hires

Back Talk

Marketers in white coats

A scientific approach to marketing could yield efficiencies at every stage

Skill Sets (advertising section)