Marketing Strategy
How to Win in the Diabetes Space
Andy Ajello, Novo Nordisk’s senior VP of national diabetes sales speaks with PharmExec about a new field force technology initiative, implications of the Sunshine Act, and why Victoza sales won’t slow down anytime soon. Despite an unexpected FDA hold-up on Tresiba, Novo's next-gen basal insulin, the company recently reported an 11% growth in sales for the first six months of 2013; the North American region accounted for 70% of that growth. With new diabetes products coming into the market all the time, including a new class of drugs with J&J's Invokana, Novo is holding its own, and not by handing out iPads to every sales rep ...Read more
Advertising
Omnicom and Publicis: Musings on the Merger
The recent merger between ad company holding giants Omnicom and Publicis has seen a myriad number of interpretations discussed in the media. With over $31 billion a year spent on drug promotion, how wills this fusion of equals bode for the drug industry? Pharma experts with ad agency experience lend their insight to PharmExec, discussing the potential conflicts from the merger, and whether it represents an opportunity for drug companies to pair up with independent agencies with fresher ideas and more nimble execution ...Read more
Payer Perspectives
Specialty Drugs: A Tempting Target, But What to Do?
Pharmacy expenditure is currently the fastest growing cost segment for insurers, and specialty biologic drugs, particularly for cancer, are the driving factor. Enter The Health Payer Council, a new partnership that recently surveyed medical and pharmacy directors to look for solutions to the disconnect that exists between what payers are doing currently to manage high costs for these specialty medicines and the strategies that could be applied. The key, according to Council convener Roger Green, is to change payers’ perceptions on these newer strategies ...Read more
Direct to Consumer
Behind the Buzzwords, Patient Personas are Powerful
The days of ‘pay and pray’ DTC may well be over very soon. In discarding buzzwords in favor of information on patients, DTC advertising has competition in Direct to Persona™ Marketing, where audience tracking and data analysis allows for more customized messaging to display drug ads that speak to the person that views them. Peter Houston makes the case as to how this paradigm shift is taking place within the larger context of more consumer-driven marketing and how it will serve to benefit not just consumers, but drug companies as well in their efforts to reach the right potential patients ...Read more
Compliance Case Study
Promotional Review Committees: Shire Sets the Standard on Achieving High Performing Teams
Incorporating legal, medical, sales and marketing perspectives in reviewing and approving a drug’s promotional content takes a commitment to well-executed coordination. Otherwise, a drug company runs the risk of enforcement actions on behalf of the FDA’s Office for Prescription Drug Promotion. Shire Pharmaceutical’s Arthur Lazarus, MD, MBA, with his experience serving on many Promotional Review Committees (PRCs) over the years, offers 15 guidelines that PRCs should follow in ensuring that promotional campaigns are reviewed with cohesion, precision, respect, and with respect to deadlines ...Read more
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