Pharma’s got its hands full. The industry is juggling reporting requirements for the Sunshine Act—and bracing for the impact of the Affordable Care Act (ACA); HCPs are talking low morale; and generics and OTC medications are taking bigger chunks of the marketing pie—among many other things. In this month’s issue, we address these factors and more with the aim to help you navigate a shifting landscape.

It’s what we do and is, in fact, our mission: To educate, inspire and offer tools that you can immediately pick up and use. In our cover story, Successfully Making the Rx-to-OTC Switch, author Scott Lauder talks about long-term drug strategy and an estimated $35.7 billion market in OTC drugs—whose single most limiting factor to date has been stringent requirements from the FDA. But, Lauder says, in light of the ACA, the FDA has embarked on an initiative to identify therapies that can be quickly and effectively switched from Rx to OTC.

This month, too, PM360 is juggling some balls in the air. We are preparing to honor you, marketing innovators, thought leaders, brand managers and creatives who have given their all this year in smart, sassy and just plain wonderful campaigns and initiatives with a two-day Trailblazer extravaganza celebrating innovation, creativity and all-around smarts, for starters. This year we honor a Specialty Pharma company along with Big Pharma and Medical Device companies.

Also, look for Fred Hassan, Managing Director of Warburg Pincus, and our 2012 Lifetime Achievement Award winner. Hassan will present this year’s Lifetime Achievement Award to Dr. P. Roy Vagelos, retired Chairman and CEO of Merck & Co. And this year’s Marketer of the Year Award will be presented by Publicis Healthcare Communications Group President and CEO Nick Colucci, PM360’s 2012 Marketer of the Year—all at our new venue, NYC’s incomparable Gotham Hall.

Two other winners we’d like to tell you about: Matthew Wilcox and Charles Revelle, who won in our random drawing for participation in our Product Manager Survey.

And speaking of incomparable, PM360 welcomes Debra Hagan, Senior Manager, Patient Centric Multichannel Marketing, Diabetes of Novo Nordisk, Inc. to our Editorial Advisory Board. Welcome, Debra!

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