October 2010 Issue of MMM

October 2010 Issue of MMM

October 2010

Editor's Desk

Primary care alive and well

Last month, I began this column by revealing what seemed like the first piece of good news in a long time--namely, that the average paycheck ...


Patient Marketing Report: Thinking Past the Pill

Pfizer is investing heavily in adherence, putting patient support programs on equal footing with some of its drugs, Matthew Arnold reports

Leadership Exchange: How Do You Measure Patient Programs?

Industry experts discuss definitions of success in patient education—and ways to measure its value. James Chase takes the chair

Professional Ad Report: On the Up

Something good's going on. Professional journal advertising has rebounded in spectacular fashion in the first-half 2010. James Chase reports on the biggest advertisers and most ...

Headliner: Grassley's Ghostwriter Exits Hill

When Paul Thacker announced in July that he was leaving the Senate Finance Committee, you could practically hear drug company lobbyists whooping for joy.

Therapeutic Focus

Therapeutic Focus 2010: Oncology

Targeted cancer therapies and chemotherapeutic products are a $20 billion category. Expanding indications for marketed products and a bulging pipeline should keep this segment growing ...

Vantage Point

Vantage Point

The best sales messages are relevant and address customers' needs. But how does a brand team create such messages if they don't understand who their ...


Antidote: H1N1 flu vaccine

There is a lot of confusion about this year's flu vaccine, in part because last year's novel H1N1 mild flu pandemic broke the usual mold ...

In Focus

Social media provided unheard early warning on Avandia

A new report whose findings could have profound implications for adverse events reporting says patients began discussing the risks of GlaxoSmithKline diabetes drug Avandia in ...

Professional Marketing

Novartis sales calls up, down overall

Novartis is bucking the trend toward fewer sales calls to healthcare professionals.

Professional Marketing briefs

Featuring news about Shire, Love and Other Drugs, Procter & Gamble and Somaxon Pharmaceuticals

Med Ed Report

Meetings offer reps shot at 'no-see' docs

While the number of physicians open to pharmaceutical sales calls is shrinking, a new survey suggests some venues are more hospitable to industry than others.

New firm foregoes industry funding

Lighthouse Learning is offering to produce CME content that is free of commercial support.

ACCME to guard names during C+I

The Board of the Accreditation Council for CME approved a new process for handling complaints on accredited providers, in which those that break the rules ...

Med Ed Report briefs

Featuring news about the AMA, Ascend Integrated Media, Archives of Internal Medicine, Nexus Communications and the American Society of Clinical Oncology

Professional Media

ASCO Post launches in print, online

The American Society of Clinical Oncology (ASCO) and Harborside Press launched the inaugural print issue of ASCO Post in June, and launched a website home ...

Quadrant creates journal partnership

Quadrant HealthCom united two titles--The Female Patient and OBG Management--under an alliance providing advertisers with a "ping-pong" opportunity for campaigns.

Professional Media briefs

Featuring news about JAMA, Columbia University, FDA, Division of Durg Marketing, Advertising and Communication and Baxter

Partner Forum

Is Grassley's ghostwriting report still relevant?

Sen. Chuck Grassley released a report shedding light on the controversial practice of ghostwriting. Some say his findings are based on outdated publication-planning practices. How ...

Digital Media

Survey: online drug ads helpful in '10

Online drug ads are significantly more helpful this year, particularly with respect to side effect and safety information, according to an About.com survey of its ...

iVillage, QualityHealth deal connects media, marketing

Marketing firm QualityHealth says a partnership with website iVillage will potentially expose more women to its pharma-sponsored content while giving clients better control over DTC ...

Digital Media briefs

Featuring news about Novo Nordisk, WebMD, Medscape and Nationwide Children's Hospital

Consumer Marketing

DDR on DTC: Lyrica and Humira

The fall magazines are always fat with ads, and the latest issues of People were no exception. I was happy to spot many DTC ads ...

Palmer fronts Centocor prostate cancer website

Golf legend and prostate cancer survivor Arnold Palmer is the celebrity face of a new educational website and program developed by Centocor Ortho Biotech and ...

Family health risk ads prompt changes

Drug ads emphasizing familial health risks prompt at-risk patients to adjust their lifestyles, not just pop a pill, a study found.

'Metabolic mindset' common, says survey

An agency said a survey of 1,500 Americans with one or more metabolic disorders revealed four behavioral types common across diabetes, obesity and other conditions.

Consumers worry about influence

A fifth of consumers have asked their doctor to prescribe a drug they learned about through advertising, and fully two-thirds have received free samples of ...

Consumer Marketing briefs

Featuring news about Novo Nordisk, CannaCare and American Cancer Society Cancer Action Network

Marketing Research

AARP unleashes 'Rx Price Watch' report

AARP, which has taken heat for omitting rebates and discounts from its old "Rx Watchdog" pricing reports, said it found such discounts do little to ...

Study: docs eager for new obesity pills

With a race on to develop a new obesity treatment, Ipsos surveyed primary care doctors and found receptivity to all three clinical-stage products.

Agency Business

Just call it LLNS, LyonHeart no more

The agency formerly known as LyonHeart is going back to its maiden name ahead of the rollout of a new Omnicom healthcare agency network.

Pfizer shifts work on Wyeth's Advil to McGarryBowen

Pfizer Consumer Healthcare awarded McGarryBowen another big Pfizer account, handing the shop the bulk of its heavily advertised Advil business following a competitive pitch.

Agency Business briefs

Featuring news about inVentiv Health, Sustrat'Homme SA, APCO Worldwide, Waggener Edstrom, Dendreon and Publicis

Beltway Insider

As I see it

That Britain is proposing the most radical reorganization of the National Health Service (NHS) since its establishment in 1948 is significant and sobering--but not surprising.

New approach to federal emergencies needed

A new HHS report, The Public Health Emergency Medical Countermeasure Enterprise Review: Transforming the Enterprise to Meet Long Range National Needs, calls for a new ...

Groups want FDA to leave Avastin alone

Two breast cancer treatment advocacy groups have written to FDA asking that the agency refrain from changing the approved labeling for Genentech's Avastin.


Creativity is needed now, more than ever before

When was the last time you took a good, hard look at the ads in some of the regular journals you receive?

FTC 'cure' for reverse-payments worse than disease

By now, you've probably heard about FTC efforts to ban reverse-payment patent settlements. FTC chairman Jon Leibowitz claims pharma-generic company deals are among "the most ...

Back Talk

Next innovation is performance

In the 1990s, brand-based DTC advertising was a big breakthrough innovation in pharmaceutical marketing.