HOT TOPICS
	SITTING DUCKS YOU MAY WANT TO STAND BEFORE READING THIS. Are you standing? Good, because sitting can kill you. A recent study revealed that people who sit for the majority of their day have higher mortality rates, even if they are physically active for part of the day.
	Pipeline Projections Many drug developers are improving R&D efficiency, but in 2010 their continued success will depend more on their ability to work well with others. According to the Tufts Center for the Study of Drug Development’s Outlook 2010, the key to future success is the ability to collaborate with other drug companies and partner with outside service providers.
	TO THE O.R., STAT! Companies are now developing miniature robots, mere millimeters in size, that can enter bodies through small incisions or through the eyes, ears, or lungs to deliver drugs, take samples, or assist with surgeries.
	FDA UPDATE Actemra approved to treat adults with moderate to severe rheumatoid arthritis; Aricept first generic orally disintegrating tablet treatment authorization; Celsius RMT ThermoCool catheter approved for the treatment of Type 1 atrial flutter.


FEATURES
	COVER STORY: Winning Sales in the Hospital Arena By Brian ReisetterLaunching, marketing, and supporting products primarily used in hospitals can be a daunting task—seemingly foreign territory for those with experience in the outpatient or physician-administered area. By mastering a few key concepts, however, you can drastically improve your success rate.
	Maximizing Growth Opportunities Across the Continuum of Care By Joe Priest The answer to where therapy is being initiated? Oftentimes, it's in the hospital. New inpatient and outpatient data help brands capture sales.
	SURVEY: New Followers, Friends, and Prospects By Robert DeSimone and Barbara BixMedical device manufacturers have started down the social media path. More than 250 participants responded to this recent “Social Marketing and the Medical Device Industry” survey.
	THINK TANK: What Makes a Great Relationship? Chemistry. Fun. Trust. The ingredients for a hot partnership apply to the working relationships of agencies and clients, too. We asked both sides to give us their formula for success.

IN THIS ISSUE

Publisher’s Letter New Contributors
Guest Commentary Regaining Physicians' Trust Maryann Kuzel
We All Need Friends Bud Bilanich
DTC 360 Big Boost in Internet Promotional SpendRichard Meyer
E-SourceWhat's Ahead for Pharma?R.J. Lewis
Healthcare Highlights FDA Update, Sitting Ducks, Pipeline Projections, and more
Book ReviewChaotics: The Business of Managing and Marketing in the Age of TurbulenceReviewed by Ramiro Roman
Industry Briefs Acquisitions, launches, and more
The Marketing InsiderMarketing to Whom: Patients, Consumers, or Customers?E.M. (Mick) Kolassa
Life Style Top 10 Consumer Trends, and more
Cutting Edge Double-duty gadgets: Everyone loves new gadgets, so what could be better than when technologies combine to form a match made in digital heaven?
Movers & Shakers Career changes in the industry
Calendar A quick reference list of upcoming industry events
Destinations Head South! Key West, Hilton Head, San Diego
PhotoFinish CONTEST RESULTS! Our Readers’ Favorite Photo

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