R&D tapped out? No problem just purchase another company

buyingcom
The pharma industry burned through a record $59 billion in research and development money in 2007, according to the Pharmaceutical Research & Manufacturers of America. It has spent $213 billion since 2004, making it among the most profligate industries when it comes to R&D. The payoff for society was supposed to be a steady flow of products that would improve people's lives and reduce the government's health-care expenses. Instead, drug research productivity has been declining. Last year only 19 new drugs were approved in the U.S., and few of them were true breakthroughs.

Will consolidation improve this dismal performance? The track record for pharma and biotech mergers is mixed at best, but that's not quelling the enthusiasm. Drug companies have announced more than $142 billion worth of mergers and acquisitions so far this year, 18% more than they spent in all of 2007. The dealmaking could take a breather while the financial chaos sorts itself out, but many analysts expect to see a slew of shotgun marriages soon, including some megamergers. The first sign of that came on July 21, when Roche (RHHBY) offered $43.7 billion to buy the 44% of biotech bigwig Genentech (DNA) that it didn't already own. Genentech's executives turned down Roche's offer of 89 per share, saying it was too low. But Roche's new CEO, Severin Schwan, says he's certain there will be a deal.

This of course all comes at a time when big companies are having a hard time competing against smaller more nimble companies but the one advantage that big pharma has is its legs in the form of idle salespeople waiting to knock on doors to spread the word about potential new products. Yes these are the same salespeople who have been laid off and consolidated and the same philosophy that believes that salespeople are the future of the industry at a time when more and more physicians have less time to meet with drug salespeople.

So the consolidation will continue and more companies will be bought and sold. When there are no more left where will the pharma industry turn next? Is there anyone who prepare their companies for the strategic long term?
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Diabetes rates double and that is going to cost us all dearly

fatt
Every year, nine out of every 1,000 American adults are newly diagnosed with diabetes, the CDC data suggest. That’s up from five in 1,000 a decade ago. A state-by-state breakdown shows, states with the highest rates tend to cluster in the South — not surprising given the region’s high obesity rate. This appalling increase, I believe, is because of a fundamental failure of disease awareness advertising and the patient-physician relationship which has become nothing more than writing an Rx and "see you later" attitude.

Make no mistake about the increase in diabetes in this country is going to stress a healthcare system that is already feeling the effects of an aging population. While the public at large has to take the personal responsibility to maintain a healthy lifestyle the medical community and drug companies have done little to "scare" people back to sanity. I use the word scare because diabetes is a scary disease that could lead to a host of other medical problems.

Type 2 diabetes can, in most cases, be prevented by moderate exercise and a sensible diet. However with time the new currency it's often easier to eat out, and get huge portions, than it is to prepare health meals. Research has also shown that in times of high stress, such as the economy, people tend to compensate by eating "comfort foods". Rather than educate people on the real dangers of diabetes drug companies would rather focus on treatment which does nothing to inform and educate people of the dangers of the disease.

It would have been great to see the medical community and drug companies come together and acknowledge this growing problem and announce that they were embarking on a major campaign to educate the public about the dangers of being a couch potato and not eating right. I see this as a major failure of the health community. It's obvious that physicians don't have the time to warn patients about diabetes and that patients are not seeing their physicians for prevention, only to treat symptoms when they arise. This failure is going to cost this country hundreds of millions of dollars and perhaps billions. The best drug that one can take is the awareness that not taking care of yourself can lead to a lower quality of life but then it's easier to eat a cheeseburger than go to the gym and after all I can take a pill if I need to...
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Quantity vs. quality of healthcare

hangsteth
"Somewhere along the line too many doctors stopped being healers and became prescribers and technicians. We became business people and started thinking in terms of relative value units -- the coin of the medical finance realm -- as much as how to make patients better. We took seminars in medical coding, so we could talk the same lingo as the government and the insurance companies." This is a quote from Dr Brewer in a health blog he writes for the Wall Street Journal and says a lot about what is happening with medical practices today.

It isn't easy being a physician today. You have the government telling you how much you can charge for certain procedures and office visits, malpractice insurance has gone through the roof, you're going on a list if you take money from pharma or medical device companies and to top it all off some insurers are going to ask patients to rate you as a doctor. The problem is that in order to make your practice profitable you can't spend as much time as you would like with patients and have to see as many as possible in one day. Maybe medical schools should start teaching accounting and marketing its students.

Dr Brewer continues: "The modern physician pushes the paper around, convincing the insurance clerks to pay. The sad fact is the documentation of your visit and paperwork for referrals likely take your doctor as much time as seeing you. As I look around I see plenty of doctors suffering from compassion fatigue. I don't consider myself a burned-out family doctor. Delivering kids and watching them grow up brings me as ever."

There is a strong correlation here between what is happening with physicians and what has happened with pharma and medical device companies. Pharma seems to have moved away from compassion and caring about patients hiding under the disguise of a regulated industry and having to keep the Street happy. It's all about generating new Rx's and ROI not about patients anymore even though they have advertising that tries to lead you to believe that they care. I sometimes believe these ads are targeted at investors not patients.

What is so ironic about the current state of practicing medicine and drug marketing is that it comes at a time when patients and consumers want to be heard. They want to give physicians feedback and want to engage around health treatments but the industry refuses to listen without ensuring that doing so would provide a positive ROI.

I'm not sure what the future of health care will be in America but as long as there is so much emphasis on paperwork and ROI the patients are going to be the ones that suffer.

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Know Fibro.com: When the budget drives (limits) the strategy

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If you're going to do something that is a touchpoint for consumers and patients then do it right or don't do it all. Lilly's new website, Know Fibro.com, is a joint venture between Lilly and the National Fibromyalgia Association and is a push a brochure on the Web as you can get. It is a Web 1.0 site with little information for patients and ,since it is unbranded, could have been a great way to engage people together to talk about fibromyalgia. This is what happens when the budget drives the strategy.

There is an art and great process which I have detailed here for creating a great Website and there often aren't any shortcuts that one can try to implement. It consists of research and usability studies along with an integration to business objectives. The challenge for the eMarketing person is to ensure that everyone knows that the Web is all about users and marketing in the new age which means engagement with your audience and acting as aggregators of the brand. Now of course this is an unbranded site meant to get people to think about Cymbalta as a treatment option but this site is so shallow that one has to wonder why in the hell they would even want to do such a project. I mean an unbranded site offers a hell of a lot of opportunities to interact with Web visitors and turn them into influencers. It's obvious that when developing this site the team had limited dollars to do what was needed and right and thus has taken valuable dollars and thrown it out the window. One day pharma may learn how to develop world class unbranded sites but only when palm trees grow in the Antarctic.

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Bleak forecast for pharma

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Pharmaceutical sales in the U.S., the world's biggest market, will grow far less than originally forecast this year and are in for meager growth next year as economic turmoil and a lack of new products take their toll, according to a closely watched annual forecast. U.S. drug sales this year are expected to rise just 1% to 2%, to as much as $297 billion, according to IMS Health Inc. The consulting firm forecasts U.S. sales to rise another 1% to 2% next year. IMS a year ago forecast 4% to 5% sales growth for this year. The pharma lobby is speeding up the likely arrival of federal price controls and formulary restrictions as government tries to limit the inevitable runaway health costs by supporting Democratic candidates for office this cycle. That's a death sentence when pharmaceutical innovation already has a 10- to 20-year investment horizon. The real powers in Congress next year will be such pharma critics as Mr. Waxman, Pete Stark, Bart Stupak and John Dingell who all have no love for anything pharma does.

Money follows power, and obviously the drug makers believe they need to reposition themselves politically with the prospect of a Democratic Congress and Barack Obama in the White House. Industry campaign donations skewed about 3-to-1 in favor of the GOP over the last six election cycles. Now they're running about even, according to the Center for Responsive Politics. Some of the beneficiaries will play key roles in shaping legislation next year, such as Max Baucus, Chairman of Senate Finance, and Oregon Democrat Ron Wyden, a dominant voice on health policy.

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Pharma takes it on the chin again in Boston Legal

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Obviously the writers and or producers of the TV show Boston Legal have a major grudge against the pharma companies and again last night they put pharma and physicians straight in the crosshairs. The show concerned a Boston Legal staffer who was arrested for attempted murder of her physician because he prescribed a drug that caused her to have a heart attack and later she learned that the physician was taking money from the drug company for the drug. So what did she do? She fire bombed his office to get even because she was so angry. This is a positive message to send out to the public who has a lot of displaced anger over the economy and the election. Read More...
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The Revolution will not be televised

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In case you're asleep at the wheel there is a revolution taking place in healthcare. It is a revolution driven by empowered patients who want to make informed decision on their healthcare choices. In the past those choices were pretty much limited to products for conditions like high blood pressure, cholesterol or diabetes. However if the recent research that we conducted is a picture of what is happening than the next great wave of DTC marketing might come from oncology products. Read More...
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Patience my ass !

patiencmy ass
Well it's been one hell of a week in DTC marketing the nation and the economy. Unless a miracle happens it looks like Mr Obama will become the nations next President and pharma companies are pouring money into democrats who look to gain control of Congress. The business model has evolved in pharma to buying pipe lines to keep sales going and firing people when drugs come off patent. In a bad recession pharma has not done anything to address the needs of patients who are not taking their medications in order to save cut back and save money. Additional information clearly shows the Web gaining in popularity as a channel to reach consumers and is now only second to TV. Read More...
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Internet trends and usage

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In case you missed it, Comscore had an excellent conference call last week to talk about the state of the Internet and health marketing. This was a great opportunity to learn what is happening on the Web and why and if you missed here is a quick summary of the key points. Read More...
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Pharma top industry in slashing jobs

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With pharma in a deep funk caused by slow sales and blockbusters due to come off patent soon it should come as no surprise that pharma is the number one industry in slashing jobs. New products, in oncology and CV, will not benefit from DTC advertising as they tend to be data driven. Is this the beginning of a new strict diet for pharma? My guess is that unless pharma changes their "matrix" management philosophy they will be unable to do more with less which will lead to more stressed out people and being caught short when they will need assets the most. Read More...
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Headlines of the Times (NY Times)

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For the first time in at least a decade, the nation’s consumers are trying to get by on fewer prescription drugs. As people around the country respond to financial and economic hard times by juggling the cost of necessities like groceries and housing, drugs are sometimes having to wait.“People are having to choose between gas, meals and medication,” said Dr. James King, the chairman of the American Academy of Family Physicians, a national professional group. He also runs his own family practice in rural Selmer, Tenn. Read More...
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Hiring and working with an online agency

help
There are a lot of very good online agencies out there who can integrate very well with your organization, form relationships with your offline agencies and provide you with a digital marketing plan that can help meet your brands business objectives. On the other hand there are a lot of bad online agencies out there that are big and costly and pretend to have online experts who only can write in articles about how companies should be leveraging online. What should you look for in a digital agency ? Here are my suggestions and so far they have worked very well. Read More...
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Dumb people do not make good leaders

dumb
There is nothing like reading an article on why pharma is afraid to embrace social media to stir up my passion so early in the morning. Think about it, you have consumers and patients using social media in record numbers but because the lawyers and regulatory people don't understand it they are afraid and thus tell marketers "we can't do that". Forget about what customers want and need...forget that not embracing social media may hurt our marketing campaigns, it's all about the risk and the FDA not about patients. Read More...
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The reasons pharma does not embrace social media are garbage

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I came across this story in Brandweek this morning; Although a majority of marketers have embraced online social media and user-generated content efforts, one industry is conspicuously not taking advantage of the gold rush: pharmaceuticals. Drug brand Web sites almost never carry the features that marketers usually are desperate to give their customers: bulletin boards, chat rooms, blogs and Web-page hosting. The reason: Marketers fear that user-generated content will include complaints about injuries caused by their drugs’ side effects. The law requires these “adverse events” to be reported to the FDA. The FDA’s adverse-event databases are regularly combed by lawyers looking for potential class-action suits. Thus, drug marketers have stuck with a decidedly Web 1.0 model, in which customer interaction is kept to an absolute minimum. What a load of dung ! Read More...
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Is $100,000 worth an extra 6 months of life?

decisons
As Americans and the Congress struggle with healthcare costs in order to try and restore some sanity to the budget one has to wonder if our healthcare system can provide a lot of money to keep patients alive for 6 months? That could be the cost of some cancer treatments and while it's easy to say "yes" if you or a family member is suffering it may come down to pure economics. The first insurer to say no will undoubtedly find themselves on the national news and portrayed as a villain. Read More...
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eMarketers making a comeback?

handstogether
This week my colleague, John Mack, over at his Pharma Marketing Blog posted a story about eMarketers making a comeback at pharma. This puzzled me since I keep in touch with a lot of people who are/were eMarketers at pharma and they have, in general, been a depressed lot since they are always having to justify the channel again and beg for dollars. So I decided to get on the phone and the keyboard and send out some feelers to some people within the industry. I just heard back and got an earful. Read More...
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Always been a matter of trust

holdinghands44
"The financial industry will get an overhaul in any case, but telecom, biotech and drug makers, among many others, can expect to be investigated and face new, more onerous rules." This quote is from today's Wall Street Journal editorial which is projecting(warning?) the possible impact of a Democratic President, Congress and House. I'm sure that Mr Waxman is already excited at the possibility of passing new legislation to target drug and medical device makers. One can only wonder what impact this will have on patient care and new drugs? Read More...
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DTC Spending on downward spiral

cutting budgets
A well-publicized Harvard Medical School study that found consumer ads had little effect on prescription drug sales. Researchers focused on ads for three drugs: Enbrel (for rheumatoid arthritis), Nasonex (nasal allergies) and Zelnorm (irritable bowel syndrome). Results showed that direct-to-consumer (DTC) ads "probably aren't as effective as widely perceived," says Michael Law, lead author of the study published in the British Medical Journal last month. That bodes ill for the magazines, newspapers and radio and TV outlets for which the ads have been a prescription for profits. Well, let's see...ads don't work well for prescription drugs? Maybe, just maybe it's because consumers have entered the information age and have a variety of information sources available at their fingertips 24/7? Read More...
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The truth about social media

hold hands3
Social media is here to stay but there is going to be a major shake out of social media sites and although pharma marketers need to join in the conversation they also need to ensure that there are clear and concise objectives and measurement parameters before attempting any social media engagement. Read More...
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Five suggestions to create an opportunity to reduce current healthcare expenditures by as much as $1 trillion.

moneyetheth
David B. Snow, Jr., Medco Chairman and Chief Executive Officer, is a healthcare industry veteran and innovator who has created and implemented solutions to manage the rising costs of health care for more than 30 years. The following recommendations are based on a presentation delivered by Mr. Snow to attendees at the National Press Club on September 9, 2008 and are his suggestions to trim $1 trillion dollars from the healthcare system. Read More...
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Economy in transition

lightbulbhead
DTC marketers could learn something by observing what's happening to the economy. Long before the "housing bubble burst" there was a fundamental change in our economic environment that potentially could effect every marketer. That change is the shift from a labor economy to a knowledge based economy. Now, more than ever, knowledge is power and marketers are going to find it harder to deliver messages with so much information out there. One thing is for certain, the days of pushing messages are quickly coming to an end. Read More...
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More consumers moving online for health information as economy toughens

manhattahan
“Tough economic times cause marketers to be held more accountable for spending and measurement,” said Mark Bard, Manhattan Research President, “With over 145 million consumers online for health, new media offers cost-effective ways to reach and engage target audiences. In order to efficiently allocate budgets, companies must understand the rapidly evolving health media channels and how consumers are using them to complement and replace the traditional offline health system. There it is again, new media? Just what is this new media? If you have to ask that question I would suggest that your learning is going to be like watching an earthworm try to juggle. Bookmark and Share Read More...
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Poor metrics undermine digital marketing

Editors Note: This article appears in the McKinsey Quarterly and says what I have been saying for awhile; in order to really leverage more eMarketing for DTC pharma marketing we have to be able to understand the metrics of what is going on within our digital asset and more importantly be able to communicate to management, in language they can understand, what is happening and why it is happening.

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The rapid growth of online advertising hides a serious challenge: the digital world has developed faster than the tools needed to measure it. This problem has made it difficult for marketers to fully exploit the Web’s promise as the most targetable and measurable medium in the history of marketing. Can digital advertising live up to its potential? It’s going to take some time. A June 2008 McKinsey digital-advertising survey of 340 senior marketing executives1 around the world shows the breadth of the gap between what’s needed and what’s available. Hobbled by nascent technologies, inconsistent metrics, and a reliance on outdated media models, marketers are failing to tap the digital world’s full power. Unless this problem is addressed, the inability to make accurate measurements of digital advertising’s effectiveness across channels and consumer touch points will continue to promote the misallocation of media budgets and to impede the industry’s growth. Read More...
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Developing a great health website

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Creating a great health website requires two things: great insights and research and the budget to do it right the first time. A lot of people don't seem to understand the process and think that anyone should be able to type some keys and presto a great website appears. If there is one area that needs more funding instead of less it is in website development and if you skimp on development you could wind up launching a website that doesn't meet business or customer objectives. Read More...
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Research with online health information seekers

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This week I attended some market research for online health information seekers and they were more than willing to tell us what's wrong with health information on the Web today. The audience consisted of people of all ages and we asked them how often they search the Web for health information. In addition to learning that a lot more people are using the Web to self-diagnose and determine if they need to go to their doctor we also learned that there is way too much information for most people to digest.

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What can online health portals do to provide a better visitor experience?

Homer
Research confirms that as people have questions about health issues they go online, but research also shows that consumers will go to more than website to get the answers they need to make decisions. While Web MD used to be the only game in town the recent merger of Revolution Health and Waterfront Media may provide another destination but may not provide the experience online customers are looking for. Read More...
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Online competition for consumer health portals

hurdles
Online health-information companies Waterfront Media and Revolution LLC's Revolution Health Network agreed to merge in a deal that could potentially threaten WebMD Health Corp.'s No. 1 spot. The private companies -- which expect more than 20 million unique users and three billion pages views a year as a combined company -- said Waterfront Media's Everyday Health Network will now include RevolutionHealth.com and all of its online properties, totaling 24 Web sites. In August, WebMD reported it had 48.4 million unique users per month and a total traffic of 1.1 billion page views during the second quarter, increases of 20% and 24%, respectively, from a year ago. WebMD agreed in February to merge with HLTH Corp., which owns 84% of WebMD. What does this mean for DTC marketers? Well as they say competition is good so expect some great potential competitive bids for online programs from both parties. Read More...
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The TV audience is gradually moving online so start testing now

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With time the new currency DVCR's and time shifting are growing but most major TV shows can be viewed on the Web free of charge. Last week when I missed one of my favorite TV shows, Boston Legal, I went online and watched the show. The episode had limited commercial interruptions and one sponsor. What was also interesting was that I viewed the commercial spots a counter at the bottom let me know how long the spot was going to run for.

However the number of people watching TV programs online is still small; some estimates put the number at just 1% of the total television audience. In part, that's because watching online isn't as easy as channel surfing on the couch, TV remote in hand. Viewers must either watch shows on their personal computers, or use a device like Apple TV, which allows them to download shows from the Internet onto their television sets. Within the next several years, however, media and technology executives say that a host of new technologies will make television access to online video a mainstream phenomenon. But DTC marketers can reach a targeted audience to test online video which is growing.
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What physicians want is not what they are going to get from biopharma

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Physicians nationwide want more disease-state Web sites that are designed specifically for healthcare professionals, according to a physician survey by Sermo and Publicis Selling Solutions Group. They also want reps that are more knowledgeable, better educated, and armed with clinical studies. A majority of surveyed physicians also said they would welcome clinical health educators, who would work with the practice staff to improve patient outcomes, as well as customer service representatives who would not sell, but provide samples and patient support materials. The survey's aim was to let physicians describe the ideal rep, and nine out of 10 asked for higher-quality reps whose knowledge is in-depth and goes beyond the product. Goof luck ! This author has been saying that pharma sales reps need to better educated with a medical background so that they could better understand clinical applications and pharmakinetics of drugs for a long time. Read More...
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In a downturn most CPG marketers look for accountability and measurement of marketing programs

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A study from Epsilon of 175 CMOs finds that though CMOs are facing tough challenges in the current economic climate, 94% of those surveyed agreed with the statement, “A tough economic period is precisely the time when marketing plays a key role.” To offsest budget cuts, CMOs are shifting to more targeted and measurable marketing strategies. When asked how their firm determines target market for each channel, 50% said they use data-driven marketing techniques: 31% stated they use sophisticated modeling tools to analyze existing customer data (behavioral, preference and demographic) and 19% said that they analyze past purchase behavior. In contrast, 28% said they made “rough estimates based on past experience.” In pharma however the rule might be cut and usually the first to get cut is Internet marketing. Read More...
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This is the new business model for pharma?

bigship
I have to say that I am astounded at what appears to be the new business model for drug companies. The new business model seems to be to lay off R&D people, lay off the people who work on brands that are coming off patent, and purchase other companies so you can get your hands on their pipeline. I can understand Pfizer's decision not to pursue any other CV drugs once Lipitor comes off patent as it is going to be hard to get payers to add a new CV drug that is better than generic Lipitor. However, laying off R&D people like GSK, Pfizer and others are planning to do is an acknowledgement that the organization doesn't have the financial resources to develop new products and that it would be bette to just "buy" companies that develop new compounds.
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Online for a second opinion

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The following article appeared in yesterday's edition of the New York Time and clearly shows that patients are going online to search for medical information. It's a sure bet that certain keywords are going to increase in cost but is it really worth the cost and helping the brand meet their objectives? Search Engine marketing is becoming more important to DTC marketers and rather than purchasing keywords marketers should be looking at metrics like "cost per targeted action" and "cost per targeted message" to ensure that the money they do spend is used for maximum ROI. Read More...
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