October 2011 Issue of MMM

October 2011 Issue of MMM

October 2011

Editor's Desk

We've been here all along

While trawling through the MM&M archives ahead of our this, our 45th birthday, I found hundreds of gems—each story helping to chronicle the magnitude, direction ...


Tailor-Made Marketing

Aided by the digital revolution, patient marketing programs get increasingly personal, with more customization aimed at differentiating products and keeping patients on therapy, Matthew Arnold ...

Who's Really Putting Patients First?

"Patient-centric" may be the buzz, but who's really inspiring better health choices? Alyson Connor shares findings from the behaviorists at MicroMass Communications

Back to the Books

The comeback continues. Professional journal advertising climbed in first-half 2011, driven by new and mature products. Marc Iskowitz on the biggest advertisers and most advertised ...

Leading Latuda through the crowd

Mark Iwicki's top priority is driving the success of Latuda, an atypical antipsychotic for adults with schizophrenia.

Therapeutic Focus

Therapeutic Focus 2011: Oncology

Targeted therapies have opened doors to tumor control. As drugmakers aim for more focused patient groups, realistic expectations on pricing and revenue potential are proving ...

Vantage Point

Vantage Point: Behavioral Economics

How pharmaceutical marketing research could benefit from understanding behavioral economics.


Antidote: drug shortages

Over 80% of hospitals report that shortages of lifeseaving drugs are delaying patient care

In Focus

Why KOLs are up on Eliquis bloodthinner

Oral anticoagulant Eliquis (apixaban) has demonstrated superior efficacy and bleeding profile to standard warfarin therapy. Barring any bombshells, that should be enough for this agent, ...

Professional Marketing

LEO Pharma grows its sales division

LEO Pharma, Inc., a wholly owned US subsidiary of the 100-year old Danish organization LEO Pharma A/S, has reported growth of 85% in the overall ...

Lipitor.com's lack of risk info spurs Bad Ad complaint

Pfizer's Lipitor website touted the efficacy of Caduet, Chantix and Norvasc but the site failed to balance those claims by providing any risk information for ...

Professional Marketing briefs

Featuring news about Enzo Life Sciences, Manhattan Research, Concentric Pharma Advertising and TargetRx

Med Ed Report

Is ProPublica data missing context?

ProPublica juiced up its doc payment search, but left out context, industry critics charge.

Big drop for community-based CME

State-accredited CME providers continue to decrease, but so far the trend has not posed a threat to physician education, one official says.

Med Ed Report briefs

Featuring news on ProPublica, American Academy of Physician Assistants, Peach New Media, Dartmouth College Press and the ACCME

Where docs get info: Other docs

Most doctors rated colleagues as their most important source of new medical developments.

Professional Media

Ad sales rise at Medical Economics

Medical Economics, a journal publication of Advanstar Communication's medical division, has reported ad revenue growth of 49.6% in the first six months of 2011 over ...

GSW launches trends periodical

inVentiv Health agency GSW Worldwide has launched a KOL Whitepaper called UP:ROOT, to be produced twice yearly. It will observe trends in healthcare and pharma ...

Professional Media briefs

Featuring news about Dove Medical Press, Monthly Prescribing Reference and Unbound Medicine

Digital Media

ABC exec heads to Everyday Health

Everyday Health hired an ABC News exec to head up its health video and global news efforts.

Google forfeits $500 million over its online pharma ads

Google Inc. has agreed to a $500 million payout to the US government, following a Department of Justice (DOJ) investigation.

Digital Media briefs

Featuring news about Novo Nordisk, Quantia MD/Care Continuum Alliance and the Parkinson's Disease Fondation

Consumer Marketing

Manilow helps 'Get Back in Rhythm' target AFib

Sanofi US has teamed up with crooner Barry Manilow in kicking off a national awareness campaign for atrial fibrillation (AFib) called "Get Back in Rhythm."

DDR on DTC: Viagra

Viagra's new DTC campaign is an engaging piece of advertising that refreshes the brand.

CMIO is named, a first for AT&T

AT&T names Geeta Nayyar, MD its first-ever chief medical information officer.

Marketing Research

Salaries for marketing researchers going up

Average marketing research salaries in 2011 are up, according to MM&M's 25th Annual Career & Salary Survey.

ImpactRx gobbles up TargetRx

ImpactRx, which measures the impact of promotion on prescriber behavior, said it acquired 100% of TargetRx, a pharma sales and marketing effectiveness firm.

Agency Business

inVentiv broadens its European base

Healthcare marketing agency inVentiv Health has further extended its breadth of services to the European market with the launch of a new shop called inVentiv ...

CMA contracts for five PR shops

The Centers for Medicare and Medicaid Services (CMS) awarded Fleishman-Hillard, Ketchum, Ogilvy PR Worldwide, Porter Novelli and Weber Shandwick open-ended PR contracts for up to ...

Agency Business briefs

Featuring news about Sudler & Hennessey, Singularity Design and Edelman

Beltway Insider

As I See It: the Physician Payment Sunshine Act

As companies prepare to report payments under the Physician Payment Sunshine Act, there are significant concerns.

Grassley hits 'weaker' HHS transparency rule

Sen. Charles Grassley (R-IA) is criticizing Office of Management and Budget (OMB) officials for weakening an HHS transparency rule on disclosure of financial ties between ...

PhRMA: protect authorized generics

The Pharmaceutical Re-search and Manufacturers of America is defending industry patent set-tlements after an August 31 FTC report on authorized generics.

Private View

Private View

Individual brands may be sluggish at leveraging the power of branded or unbranded channels, but on the corporate level they're tuning in. Here are a ...

Name That Brand

Back Talk

What 1966 can still teach us

More than enough has been written how change is affecting our industry today. Instead, let's look at what hasn't changed and why the things that ...