Editor's Desk

LIve, listen and learn

LIve, listen and learn

Companies are realizing that they need to be more attuned to their audience

Viewpoint

Medical marketing needs mainstream Mad Men

Medical marketing needs mainstream Mad Men

Agencies must generate emotional resonance with the target audience, not unlike Apple, Pepsi or Nike

Back Talk

Pharma's role in cost control

Pharma's role in cost control

It may be time to adopt a model in which we help deliver healthcare

Vantage Point

Vantage Point: Payers—the "experts" in healthcare research

Vantage Point: Payers—the "experts" in healthcare research

Access to payers is about knowledge, about understanding what they do in their jobs

As I See It

As I See It: Patient Centricity

As I See It: Patient Centricity

A patient who is diagnosed earlier and receives the most efficacious treatment is the least expensive

Antidote

Antidote: On Cystic Fibrosis treatments

Antidote: On Cystic Fibrosis treatments

Recent treatments in CF, including the inhaled antibiotic Tobramycin, have increased lifespan well into adulthood.

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