HOT TOPICS
If Only They Could Bottle It
Although fertility depends on more than simply setting the mood, Barry White has made noteworthy contributions in the latter arena.
High-Cost Drugs Abandoned at Growing Rate
An increasing number of retail prescription patients are walking away from the counter when confronted by rising co-pays at their pharmacies.
No Longer #1
The economy is not the only thing struggling in this country as innovation has hit rock bottom.
Top 10 Patient Groups Online
FEATURES
Piece Together the DTC Marketing Puzzle
By Elaine Mann
Communicate effectively across multi-platforms by engaging, educating, and entertaining consumers.
Quality-of-Life Data: Are the FDA and Managed Care Listening?
By Olivia J. Banyon
Quantifying QoL outcomes has been challenging historically—but it’s more critical than ever. Pharmaceutical manufacturers can help shape the role of QoL data in the marketplace by understanding partnership opportunities and areas of efficiency in research.
The Gatekeepers’ New Rules
By David Escalante Jr.
New research shows physician offices are less receptive to visits from sales reps. But doctors still appreciate professionalism, ethical practices, research, and follow-up. .

IN THIS ISSUE
HEALTHCARE HIGHLIGHTS
INDUSTRY BRIEFS
E-SOURCE
DTC 360
BOOK REVIEW
GUEST COMMENTARY
MEDICAL DEVICES
THE MARKETING INSIDER
LIFESTYLE
COMMON SENSE
PHYSICIAN POV
CALENDAR
CUTTING EDGE
MOVERS & SHAKERS
DESTINATIONS
PHOTO FINISH
COMMON
SENSE
By Bud Bilanich
Extend Your Network Online

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