HOT TOPICS
New Disclosure Reporting

Aggregate spend and disclosure reporting is a hot topic among Life Science companies as six states have legislation, several large states (New Jersey, New York, and Texas) have pending legislation, and federal-level disclosure will soon be required thanks to the healthcare reform legislation....
Cellphone Risk?

Approximately 4.6 billion cellphone users have been wondering for years whether using cellphones increases the risk of cancer. The World Health Organization’s International Agency for Research on Cancer (IARC) recently completed a study which surveyed 13,000 people over the course of ten years.
Unbranded Websites

Pharma marketers are increasingly interested in unbranded online
initiatives because of looming DTC restrictions, a growing emphasis on improving customer care, and to extend the reach of their brands, according to a new Manhattan Research report
FDA UPDATE

The FDA has launched the Bad Ad Program, which will be rolled out in three phases: Phase 1 began last month; Dendreon’s Provenge (sipuleucel-T) has been approved as a treatment for certain men with advanced prostate cancer; the FDA has revised its recommendations for rotavirus vaccines, and more.


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FEATURES
COVER STORY: Reinventing Marketing to Reinvigorate Growth
By Rita E. Numerof, PhD, and Bill Ott, MBA The escalation of healthcare costs is changing the basis for competition. In this environment, the case for economic and clinical value is the linchpin for success.
The Artful Science of Medication Adherence

By Brian Bertha
Understanding each patient’s motivation for taking his or her medications is critical to marketers for creating effective adherence conversations.
THINK TANK: Medical Device Marketing Innovations

Where has med device marketing led the field? PM360 consulted the experts for their thoughts about new developments and opportunities.
TRENDSETTERS: Up Close with Michael Drues of Vascular Sciences
By Bruce Lacey PM360 discusses combination products with Drues, who has worked for and consulted with leading medical device pharmaceutical and biotechnology companies ranging in size from startups to Fortune 100 companies.
54 SURVEY RESULTS: Lifecycle Management for Injectable Brands
By Kristie Zinselmeier See the key findings of a recent survey of senior pharma and biotech marketers about lifecycle management strategies and planning.
Great Creative 2010
IN THIS ISSUE
Publisher’s Letter Consider This
Guest Commentary Campaign Testing: Friend or Foe? Kerry Hilton
Industry Briefs News of QualityHealth, Covidien, and more
Common Sense What Have You Learned Today? Bud Bilanich
E-Source Mobile Marketing—Tomorrow’s Facebook? Benjamin Curtis
Total Patient Experience China’s Explosive Healthcare Market Andy Stankus
Compliance Center To Free-Text or Not Richard S. Lev, JD
Market Drill-Down MPD Patients Paula Fullman
DTC 360 Convergence – DTC Advertising Richard Meyer
Managed Markets Access New Relationships Brian Bamberger
Healthcare Highlights Unbranded Websites, FDA Update, and more
Life Style Status seekers, summer stages, 'hot' trends…
The Scene 2010 DTC National Conference
Calendar A quick reference list of upcoming industry events
Cutting Edge New Gadgets and gear for the on-the-go professional!
Ooooooohhhh! Fireworks Extravaganzas
Movers & Shakers Career changes in the industry
Weird Science A new medical device mystery!

Medical Marketing Economics Whitepaper!
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Urgent info for brand teams:
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The Customer Experience Maturity Monitor
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A Revolution in Physician Targeting
Improve your results Targeting Physicians! Targets identified by SAS prescribed 460,000 more scripts than top-decile targets.


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