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The MM&M News Brief provides news and features delivered direct to your inbox. To access the full text, simply click the headline.

Latest News

Crestor ads take aim at Vytorin, touting atherosclerosis claim

AstraZeneca is going for the jugular - or rather, the carotid - with new ads emphasizing Crestor's effectiveness at slowing the progression of atherosclerosis.
 

Woodcock to return to CDER director post

FDA deputy commissioner Janet Woodcock will return to the role of permanent director of the Center for Drug Evaluation and Research following a "national search" to fill the slot.
 

Oncologists expect Avastin Rxs to more than double: survey

A recent survey of oncologists indicates market share for Genentech's Avastin could more than double as a first-line and second-line breast cancer therapy following last month's approval to treat the disease.
 

Alkermes: Lilly to end inhaled insulin deal

Biotech firm Alkermes said today it expects Eli Lilly to soon back out of its inhaled insulin development deal between the companies.
 

Shire hits the road with ulcerative colitis patient awareness program

Shire Pharmaceuticals is hitting "the road" as part of a new unbranded education campaign for patients with ulcerative colitis (UC), complete with live events in 10 cities.
 

Georgia Tech researchers aim to improve trials outcomes, boost Rx compliance with sensor necklace

Researchers from the Georgia Institute of Technology (GIT) have devised an innovative medication monitoring device that could prove to be a useful tool for pharma researchers and marketers of the future.
 

In Brief

Product news

Schering-Plough submitted a NDA for Zegerid (omeprazole/sodium bicarbonate), in the dosage strength of 20 mg, as a branded over-the-counter (OTC) product to treat frequent heartburn.
 

People news

Gilead Sciences appointed John Toole, MD, PhD, to the position of SVP, corporate development.
 

Company news

Wyeth is spending $280 million on a manufacturing plant in China, the company said.
 

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PMRG advances the principles, practice and power of marketing research within the healthcare industry. PMRG enhances the ability of our members to build the future by driving better business decisions.

Latest Features

Sales Force Report: Rep 2.0

By equipping all of its sales reps with interactive tools, AstraZeneca's field force has added valuable minutes to its sales calls and considerably improved its ability to cover multiple products in a single detail.
 

Blueprint for Branding Devices

David Paragamian emphasizes the importance of building master brands and exploring promotional channels
 

Measuring the Signal

There is no point in running a great journal ad if no one notices it. But how do you truly determine if the signal is cutting through the noise? Stephen Hellebusch tests the theory of signal detectability on a group of primary care physicians
 

Crafting Effective Ads

Once a product has been positioned and its brand story told, it's time to develop a creative concept. Cathy Su and Noah Pines look at marketing research techniques that help evolve visual executions, resulting in truly effective ads
 

Headliner: HCMA's Jay Bolling

Jay Bolling has a salesman's upbeat mien and smooth delivery, befitting the head of a new national trade group for medical marketers, a business getting squeezed from all sides.
 




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