September 2013 Issue of MMM

September 2013 Issue of MMM

SEPTEMBER 2013 ISSUE

Digital Edition

Read the complete September 2013 Digital Edition

Click the above link to access the complete Digital Edition of the August 2013 issue, with all text, charts and pictures.

Editor's Desk

Of message and medium

HCPs are viewing more content than before—but probably not your content

Features

Patient Marketing Report: Essence of Engaging

Marketers say emotion is the spark with which audiences most identify. Marc Iskowitz on five campaigns that connect with consumers

Professional Ad Report: Spinal Trap

No one expected the numbers to be pretty. And medical/surgical journals' latest losses weren't. Larry Dobrow analyzes the numbers for the first half of 2013 ...

Drug Development: Marketers in White Coats

Generics aren't just ANDAs and patent challenges. Kathy Kovalic on how Marketing and R&D must create a product's value proposition

Leadership Exchange: Do We Need Reps?

Seven industry experts evaluate advances and opportunities in non-personal promotion to physicians, and debate whether brands really need to deploy sales forces. James Chase chairs ...

Headliner: FitzPatrick aims to restore an icon

Maggie FitzPatrick, CCO/VP, public affairs and corporate communication, J&J

Therapeutic Focus

Therapeutic Focus 2013: Women's Health

Companies in this space are expanding beyond reproductive health into areas like menopause and osteoporosis. To succeed, they'll need to re-energize their physician and patient ...

Vantage Point

Vantage Point: A Revolution in Research

A quiet revolution is underway in research to keep pace with changes in medical marketing

Antidote

Antidote: Copper and Dementia

A new study about copper's role as a possible contributing factor in the development of Alzeheimer's Disease has come in just below the media radar, ...

In Focus

The challenges of opening up the data door

Data-sharing advocates have been calling on manufacturers to release the raw data from clinical trials so that researchers can look at all the parameters related ...

Professional Marketing

Helping docs keep up with Sunshine

Education around the Sunshine Act has been ongoing, and a number of organizations are seeking to help physicians stay up-to-speed with the requirements

Study says sales reps face hurdles with oncologists

A study by consulting research firm ZS Associates shows the wedge between oncologists and sales reps has gotten so large that oncology is the most ...

Professional Marketing briefs: September 2013

News on Vivus, Bristol-Myers Squibb and GlaxoSmithKline

Med Ed Report

CME income up, despite pharma cuts

Though CME grant-giving dropped by about 10% in 2012, revenues from regsitration fees and the like surged nearly 15%

MyCME brings secondary topics up

Haymarket Medical Education is taking the wraps off a totally redesigned MyCME.com portal this month

Keep REMS ed optional: AAFP

The AAFP has urged FDA to keep REMS-specific CME for extended-release and long-acting opioids voluntary

Med Ed Report briefs: September 2013

News about Pri-Med, Astellas Scientic, Medical Affairs, UCSD and CircleScience

Professional Media

MedPage Today broadens its scope

MedPage Today's new VP and global editorial director, Ivan Oransky, has a goal in mind: to make the resource even more top-of-mind among the medical ...

Informed patients mean productive office visits: study

A study published in JAMA Internal Medicine shows that encouraging patients to read up on a topic beforehand could make office visits more productive

Professional Media briefs: September 2013

News on JAMA Ophthalmology, the New England Journal of Medicine, Elsevier and Oxford University Press

Partner Forum

What's the gamification game plan?

Patients and physicians each can benefit from gamification: Patients gain a sense of control and connection, physicians can boost competencies. How can games foster better ...

Digital Media

Merck VC fund ups stake in e-detailer

Merck's Global Health Innovation Fund (GHIF) expanded its stake in digital physician marketing firm Physicians Interactive last month, buying a controlling interest from previous majority ...

Klick Health decides to do without dedicated sales staff

Toronto-based Klick Health dismissed most of its North American sales staff earlier this year

Digital Media briefs: September 2013

News on Manhattan Research, WebMD, Proteus Digital Health and the Parkinson Foundation

Consumer Marketing

Astellas serves up a dose of "reality" with DTC effort

Astellas rolled out "OAB Reality," an unbranded campaign as a way to answer common questions about overactive bladder

DDR on DTC: Provenge

In a big step that shows how DTC can be a key tool to drive business, small biotech firm Dendreon has launched a campaign for ...

23andMe makes its debut on TV

Personal genetics firm 23andMe aired its first TV ad last month in a bid to build the audience for DNA sequencing.

Marketing Research

Symphony's suit alleges IMS Health "monopoly"

Symphony Health Solutions filed an antitrust lawsuit against IMS Health, accusing it of trying to monopolize the pharma data and analytics market

NIH to invest $96M in Big Data

The NIH said it will fund up to $24 million per year for four years to establish six to eight Big Data to Knowledge (BD2K) ...

Agency Business

inVentiv network ups international footprint

InVentiv Health Communications (iMC) expanded its brainpower's reach to include New York and Tokyo, adding to existing locations in Dallas, Philadelphia, London, Paris, Munich and ...

Weber Shandwick brings on veteran PR hand Smirnoff

PR Firm Weber Shandwick announced that Susan Smirnoff will join its health practice as EVP/senior counselor

Agency Business briefs: September 2013

News on Giant Creative/Strategy, Tonic Life Communications, Coyne Public Relations and Spectrum Science

Washington Insider

As I See It: The Sunshine Act's CME exclusion

CMS recognized that the rules in place for CME provide for separation from supporter influence

FTC sees gain in high court pay-for-delay rule

The Federal Trade Commission (FTC) says that a June Supreme Court decision finding so-called pay-for-delay patent dispute settlements not inherently anticompetitive has put the agency ...

Study links DTC ads, statin overuse

A study of prescription drug direct-to-consumer advertising suggests that it may promote over-diagnosis of high cholesterol and over-treatment for populations where risks of statin use ...

Viewpoint

Healthcare's future depends on getting personal

Pharma, hospitals and payers need to apply insights and data to create more meaningful interactions

Private View

Private View: Tales from the Dark Side

Images that dramatize physical problems with an almost nightmarish spin make for compelling brand messages in six top-notch advertisements

Upward Move

Upward Move: David Cherry

David Cherry, Chief digital officer, Sudler & Hennessey

At Work With

At Work With: Graham Mills

Graham Mills, Managing director, Digitas Health

People

People Moves: September 2013

Manufacturer, agency and research promotions and hires

Back Talk

It's all about the context

Contextual awareness can mobilize patients' relationships to a brand


Does a health psychology approach hold the key to Rx adherence? In MM&M's latest Leadership Exchange Uncut eBook, industry stakeholders from the payer, provider, academic and pharma realms explore the "why" behind medicine taking. Access here.

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