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Richard Vanderveer

Recent Articles

Vantage Point: Pharmas should become diversified healthcare companies

August 14, 2009

For several years now, people have been writing off the pharmaceutical industry. Blockbuster drugs losing their patents, in concert with decreasing numbers of drug approvals, have caused Wall Street to devalue this sector.

Vantage Point: Healthcare system needs to change

April 15, 2009

Waste not, want not. This phrase is typically credited to Ben Franklin, but its profoundness was evident throughout the PMRG meeting in Las Vegas in March.

Vantage Point: An inside look at the healthcare system

March 15, 2009

In recent years, ethnography, the close observing and interviewing of subjects over an extended period of time, has gained momentum in healthcare marketing research as a methodology to be employed when we really need to understand a subject in depth.

Vantage Point

February 16, 2009

As my associates and I have studied health care behavior over the decades, we have observed several trends that are now changing substantially.

Vantage Point

January 15, 2009

Merck recently announced it is forming a new division, Merck BioVentures MBV, to make copycat versions of biotech drugs.

Vantage Point

December 15, 2008

For most of my almost four decades in the pharma industry, the folk wisdom was that healthcare companies were immune to general economic factors since "people always got sick" regardless of market conditions.

Vantage Point

November 15, 2008

It's that time of year again—time to organize our thoughts for the new year and get ready as healthcare marketing researchers to make the biggest contributions possible to our organization.

Vantage Point

October 13, 2008

As we have discussed in this column from several different perspectives, pharma marketing research is going through major transitions.

Vantage Point

September 12, 2008

I finally broke down and bought the new iPhone 3G.

Vantage Point

August 18, 2008

Having recently returned from speaking and listening at the 2008 EphMRA meeting in Barcelona, and with PMRG and PBIRG spring conferences already behind us, the conference season has once again come to an end, and I can put away my conference clothes until next year.

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Web Exclusive

Angelina Jolie's fearless but flawed message

Paul Oestreicher, Ph.D. May 17, 2013

Angelina Jolie's story raises important questions about education, outreach and access—but her nod to holistic treatments is less helpful

Podcasts

How to engage even the busiest physicians

March 04, 2013

Sponsored by TRUE Health + Wellness. The increasingly demanding schedules of healthcare professionals continue to narrow the window of opportunity for pharma sales teams, and, as a result, marketers are focusing more on non-personal promotion. However, there's a lot more to it than simply bombarding physicians with brand messages, as Anne Stroup, Managing Director at TRUE Health + Wellness, explains to MM&M's James Chase in this special podcast presentation.

2013 Hall of Fame Inductees

An entertaining look at the extraordinary lives and careers of the Medical Advertising Hall of Fame's 2013 inductees: Peter Frishauf, Dorothy Philips and David Labson. Clips produced by JUICE Pharma.