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HOT TOPICS
WHO’S PAYING?

A new study revealed industry-funded drug trials are significantly more likely to publish positive results. Researchers from Children’s Hospital Boston reviewed 546 drug trials conducted between 2000 and 2006 and listed with ClinicalTrials.gov.
Cold Medicine

The discovery of four new species of octopus in Antarctica could prove useful for medical purposes. The species were discovered to have venom that works at subzero temperatures.
RESTORED HEARING

Excessive exposure to noise can rob a person of hearing, but a potential new drug treatment may help restore the “ear” to hear. Currently hearing aides and cochlear implants are the only treatment options for hearing loss, but a new study by researchers from the University of Auckland, New Zealand, found that injections of adenosine amine congener (ADAC) were effective in substantially restoring noise-induced hearing loss in rats..
FDA UPDATE

Shionogi Pharma’s Cuvposa (glycopyrrolate) Oral Solution has been approved by the FDA; The FDA is warning that inadvertent exposure to Evamist through skin contact can cause adverse effects in children; The FDA is warning consumers not to take Miracle Mineral Solution, also known as Miracle Mineral Supplement or MMS, and more.

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FEATURES
COVER STORY: PARTNERING WITH PHARMACISTS
By Maria Young, RPh, University Pharmacy They can be a critical component of better patient outcomes. In one model program, pharmacists were part of a healthcare team that saw the average cost per participant drop by a third.
A New Era of Relevance for Physician Education
By Ezra Ernst, Senior Vice President, Medscape
As Continuing Medical Education evolves, pharma, physicians, new research and treatments, and public health issues all play a role.
Effectively Connecting With Patients at Point-of-Care
By Ann Friedman Ryan, SVP, Managing Director CRM and Interactive Marketing, EvoLogue, part of Ogilvy CommonHealth
The in-office environment is a critical channel for both brand-building and category-education messages.
Pharmaceutical Folk Rules
By Dan Winkelman
Do the tried-and-true axioms of pharmaceutical marketing still hold true? A senior market research manager ponders the staying power of 10 folk rules.
TRENDSETTERS: Deborah Schnell of Healthy Advice Networks
By Jon Brulloths
The Healthy Advice Networks President of Sales and Strategic Planning talks to PM360 about taking advantage of the moment.
IN THIS ISSUE
Publisher’s Letter Let Us Know
Guest Commentary Why Are Self-Promotional Ads So Much Better? Ross Thomson and Craig Sponseller, MD
Industry Briefs Pharma Acquisitions in the news, and more
E-Source CreateBetterInteractivePrograms RobLikoff
Common Sense On Fear, Failure, and Product Success Bud Bilanich
DTC 360 Some DTC Surprises Richard Meyer
Compliance Center What Do I Need To Know About the Physician Payment Sunshine Act? Richard S. Lev, JD
Healthcare HighlightsFDA Update, and more
Optimizing Brand Performance PAPsImpactOncologists’Prescribing ColineDavid,MBA,JD
Market Drill-Down Tap Market-Data Triad to Spot Opportunity Paula Fullman
Total Patient Experience Turn On and Tune In to a Better Way of Reaching Patients Dave Nussbaum and Fariba Zamaniyan
Life Style Blast from the Past and more…
Calendar A quick reference list of upcoming industry events
Cutting Edge New Gadgets and gear for the on-the-go professional!
Back to School! Take in the collegiate atmosphere on these campuses.
Movers & Shakers Career changes in the industry
Weird Science A new medical device mystery!


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