HOT TOPICS
SUMMER SURGE

July is most commonly associated with spectacular fireworks, outdoor barbecues, summer vacations, and, now, unfortunately, you can add a surge in fatal medication errors to the list. Researchers David Phillips and Gwendolyn Barker from the University of California at San Diego and Los Angeles set out to investigate the fabled July Effect.
She Says

A new “She Says” survey from Pink Tank and Meredith Research Solutions finally answers the question: What Do Women Want? No, it doesn’t present the key to a woman’s heart, but it does reveal how healthcare marketers can get women to make a long-term commitment to their brand.
MISCARRIAGE AND MEDS

A new data analysis study of 69,742 pregnant women's records suggests that women who take antidepressants during pregnancy may suffer a significant increase in miscarriage risk. University of Montreal and CHU Sainte-Justine Mother and Child University Hospital in Montreal researchers have published their results in the Canadian Medical Association Journal.
FDA UPDATE

The FDA and the National Institutes of Health launched the Safety Reporting Portal (www.safetyreporting.hhs.gov) to provide a mechanism for reporting pre- and post-market safety data to the federal government; Sanofi-Aventis’s Jevtana (cabazitaxel), has been approved by the FDA, and is the first treatment for advanced hormone-refractory prostate cancer that has worsened during or after treatment with docetaxel; Novartis’s Tasigna (nilotinib) has received a new indication FDA approval for the treatment of a rare blood cancer, and more.


FEATURES
COVER STORY: Achieving True Customer Centricity
By Rick Keefer and Laura Marsh Lynner To deepen relationships and improve cost-effectiveness, the conversation must move beyond undifferentiated multichannel marketing and shift to more-productive venues. This process—cross-channel marketing—is better suited to each customer’s wants and needs and results in higher ROI.
Delivering Impact with a Simplified Brand Position
By Prill Kozel
It’s no wonder brands have difficulty breaking through. We live in a world of chaos. We’re inundated with messages coming at us through multiple channels. This only means we need to work harder to create the ideal positioning within the minds of our target customers.
The Shifting Risk/Reward Ratio
By Jonothan Tierce, CPhil
A new level of scrutiny for drugs on their health outcomes has created a high-pressure, higher-risk environment in which development costs are increasing and the probability for success has decreased.
TRENDSETTERS: Up Close with Lynnette Cooke of Kantar Health
By Jon Brulloths PM360 catches up with the CEO of Kantar Health on the convergence of clinical and marketing, on health economics, and on emerging markets.
IN THIS ISSUE
Publisher’s Letter Cutting Through the Clutter
Guest Commentary Know Your Mix Jim Dayton
Common Sense Ask for What You Want Bud Bilanich
E-Source Social Media Challenges: A Good Thing for Pharma Chris Iafolla
Physician POV Breaking Up Is Hard to Do Matthew Mintz, MD, FACP
DTC 360 Do You Really Control Your Brand Today? Richard Meyer
Industry Briefs Rosetta, Kantar Media, Publicis in the news, and more
Executive Coach The 6 R’s for Reviving Business Camille Macchio
DC Wire The Death of Science? Robert Goldberg, PhD
Tradeshow Tactics The Exhibit Booth John Ruane
Marketing Insider 5 Things You Should Know About Managed Care E.M. (Mick) Kolassa
Healthcare HighlightsThe July Effect, and more
Life Style Taking It Easy and more…
The Scene PMRG's Annual National Conference
Calendar A quick reference list of upcoming industry events
Cutting Edge New Gadgets and gear for the on-the-go professional!
Going to the Source Fun U.S. food and drink factory tours
Movers & Shakers Career changes in the industry
Photo Finish Mount Hood, Washington

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