2012 Editorial Calendar Now Available!

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HOT TOPICS
One Pill. Multiple Drugs
Pharma companies should start thinking about which of their drugs are made for each other, because they may soon be able to deploy multiple therapies within one capsule. Researchers at the Georgia Institute of Technology have designed a multiple-compartment gel capsule that can simultaneously deliver different types of drugs. The hydrogel capsules measure less than one micron and are prepared using a “one-pot” method, meaning the drugs would all be contained within the capsule’s hollow shell. The shell, however, is not completely empty.…
PRESCRIPTION IPADS
A new study available from Manhattan Research revealed the latest physician demand: doctors want to access pharma product information and online promotions on their iPads and smartphones.
The research focused on the 87 percent of U.S. physicians who are ePharma physicians, or who use digital channels for pharma resources and for connecting with reps. Among these doctors, there is significant demand for mobile-device access to prescription drug information and promotions...
KEEPING IT OLD SCHOOL
According to SK&A’s Marketing Channel Utilization Report for the first half of 2011, direct mail was still the leading medium for reaching healthcare practitioners. Snail mail accounted for 61 percent of the 189 million promotions shipped. The other channels were significantly behind, with the closest channel, analytics, responsible for less than 17 percent of records. The percentage of records transmitted via email was around 2 percent.
FDA UPDATE
FDA’s Division of Drug Marketing, Advertising, and Communication (DDMAC) warned ISTA Pharmaceuticals (Irvine, CA), makers of Bromday (bromfenac solution for treating postoperative inflammation following cataract surgery), that a flyer for detail reps omitted warnings and might mislead doctors about the products’ required dosing schedule…

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FEATURES
PM360 COVER STORY Understanding Payers for Commercial Success
By Ed Schoonveld
Almost every large drug company is looking at its late-stage pipeline opportunities and questioning whether it has the commercial potential to grow or even sustain global revenue levels over the next five years. Patent-expiration revenue cliffs and trickling R&D pipelines have left many companies with substantial revenue gaps. We suggest guidelines for pricing, positioning, and building consensus to gain your brand the best possible payer acceptance.
Feature: Don’t Just Think ‘Customer’ – Think ‘Customer’s Customer’
By Harris Kaplan
Learning how to see patients the way physicians see them is the key to crafting messages that resonate.
Feature: How E-Sampling Can Drive Revenue through Customer-Centric Marketing
By Karl Schmieder, Seth Painter, and David Young
First used in the early-2000s as a value-added service, e-sampling is fast becoming an essential marketing tactic to extend the functionality of web sites, mobile apps, and other digital tools being used to market to today’s busy prescribers and drive prescriptions.
Feature: Hospital Access: Resuscitating the Relationship between Medicines and Medicine
By Dennis Zanella
Medicines and Medicine are inextricably connected. Patients, healthcare providers, medical centers, pharmacies, researchers, and payers need pharmaceutical products for their ability to save and improve lives. The pharmaceutical and biotech industries need physicians and other providers that shape medical care—as advisors, research collaborators, consultants, educators and customers to fund the research necessary to discover new medicines.
IN THIS ISSUE
Publisher's Letter: NET. WORK. Anna Stashower
Guest Commentary Making Time for Face to Face Dix Wheelock
Industry Briefs Regional Cost Variations, Therapeutic Forecast, and more
E-Source 'Interest-Based' Online Pharma Targeting R.J. Lewis
DTC 360 KEEP THE GOOD ONES Richard Meyer
Common Sense How To Manage Your Relationship with Your BossBud Bilanich
Compliance Center REGULATORY COMPLIANCE Bill Buzzeo
Brand Slam The "Authentic" Rules of Branding Allen Adamson
Healthcare Highlights An artificial trachea, a multi-drug pill, FDA Updates, and more
Life Style Eco-ads, Trekking, and more
Managed Markets Access Six Factors You shouldn't Ignore When Marketing Your Brand to Payers David Rees
Market Watch Flu Vaccines–Universal Need, Local Application Melissa Leonhauser and Jeff Seiders
Cutting Edge Gadgets and gear for today's on-the-go professional
Movers & Shakers Career changes in the industry
Calendar A quick reference list of upcoming industry events
PhotoFinish Morning In Aspen–Summertime Mark Bard



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The PM360 Trailblazer Awards span four categories, including Company of the Year, Marketer of the Year, Brand Manager Awards, and Initiative Awards.

PM360 is the premier source for information that product managers and pharma marketing professionals need to succeed in the complex, ever-changing healthcare environment. PM360 offers invaluable perspective on important industry issues through a full-circle combination of how-to information and thoughtful career insights.


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