HOT TOPICS
INTERNET INFO

The Internet is now many patients’ go-to resource for medical information, but a new study suggests the Web does not give patients the whole picture. The study's authors examined the quality of online sports medicine information by using Google and Yahoo.
TALE OF THE TELEMARKETERS

Traditionally, companies increase sales resources for brands as they approach patent expiration, but AstraZeneca’s new strategy suggests the exact opposite could work just as well.
PHARMA INSIGHT

These days, pharmaceutical executives have plenty to keep them up nights. According to the Cegedim Dendrite 2010 Pharma Insights Survey, their No. 1 pain point is the rapidly evolving business model..
FDA UPDATE

An FDA panel voted 12-1 recommending the withdrawal of Roche’s Avastin (bevacizumab) as a breast cancer treatment; Abbott’s Architect HIV Ag/Ab Combo assay was approved by the FDA to detect both antigen and antibodies to Human Immunodeficiency Virus (HIV); Pfizer has voluntarily withdrawn Mylotarg (gemtuzumab ozogamicin) from the U.S. market, and more.

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FEATURES
COVER STORY: Unbranded Initiatives Put the Patient First and Build Brand Value
By Michael Parks Regulatory scrutiny of branded marketing campaigns, the consumer appetite for health information, and the rise of the Internet are creating the “perfect storm” for unbranded marketing strategies to make a difference.
A Data-Centric View of Sample Optimization
By David Merkel
Refining provider data down to the individual level can pay big dividends with better insights and greater effectiveness in all marketing efforts—including sampling.
CASE STUDY: The Payoff of Strategic Early-Stage Forecasting
By Thomas Marten
Using analogs and rules of thumb may give you a gut feel for market potential but provides no real value when making new product planning decisions. Here are three essential elements for mission-critical early-stage forecasting.
THINK TANK: Advances in Adherence
How are companies managing to drive patient adherence? PM360 asked industry experts to share their insights on their most successful strategies.
IN THIS ISSUE
Publisher’s Letter Celebrate with Us!
Guest Commentary Marketing Pull David Paragamian
Common Sense Be Your Best Bud Bilanich
E-Source One Size Does Not Fit All for Social Media Kurt Mueller
Book Review The Next Evolution of Marketing: Reviewed by Ramiro Roman
DTC 360 Moving Beyond Pushing Messages Richard Meyer
Industry Briefs Pharma Acquisitions in the news, and more
Healthcare HighlightsPharma Insight, Telemarketers, and more
Life Style Google App Inventor and more…
The Scene M2 WorldWide in a Drive to Remember
Calendar A quick reference list of upcoming industry events
Cutting Edge New Gadgets and gear for the on-the-go professional!
Making a Splash! Boat Shows Across the U.S.
Movers & Shakers Career changes in the industry
Weird Science A new medical device mystery!

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A Revolution in Physician Targeting
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