Abelson Taylor 23
American Academy of Family Practitioners 13
American College of Physicians 15
Area 23 27
The Bloc 59
Calcium 105
Carling Communications 107
Centron 109
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Concentric Health Experience 65
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Intouch Solutions 43
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McCann Echo 79
McCann Healthcare 81
McCann HumanCare 83
McCann Managed Markets 133
McCann Pharmacy Initiative 85, 137
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ased on the early
returns, 2016 is
looking like the
supersize version
of 2015 for phar-
ma marketers, with a whole lot
more of everything. With the
presidential election just eight
monthsaway,thecandidatesare
certainly talking more, present-
ing a smorgasboard of health
care policies with potential im-
pact that remains to be seen.
Drug pricing, an issue that’s
been lurking inside the health
care debatefor a long time, has
become much more prominent
thanks to a few high-profile
products and price jumps. Big
data just keeps getting bigger,
and marketers are beginning
to find ways to convert it into
actionable intelligence. Due to
rising expectations fromclients,
marketing agencies are being
forced to do more and know
more about more. Biosimilars
are about to present one more
headache to innovator brand
managers already fed up with
traditional small molecule ge-
nerics. And the rising tide of
technology means more new
media – wearables in particu-
lar–are becoming a partofthe
livesof morepatients.Formore
aboutallthis,readon.
As with any year that in- cludes February 29th, theU.S.presidentialelec-
tion and its associated health
care policy implications will be
taking center stage in pharma
in 2016. While the usual con-
troversies over ACA remain
on that list of implications, a
combination of growing finan-
cial responsibility falling to
consumers and some prom-
inent high-priced drugs and
“hikes” (we’re looking at you,
MartinShkreli)havepushedthe
issueofpharma pricingintothe
politicalarenaaswell. AccordingtoMichaelZilligen,
Health Payer Marketing, the
present menu of presidential
candidates offers options for
nearlyeverytaste.Onthefarleft,
DemocraticSen.BernieSanders
is advocating for a singlepayer,
tax-supported, Medicare-like
plan for all (a “universal health
plan”). Moving toward the po-
liticalmiddle, Hillary Clinton is
the only potential nominee to
defend the ACA and to propose
keeping the basic structures of
Medicare, Medicaid, and the
Obama health law in place.
Both Sanders and Clinton have
discussed other government
actions to help influence, if not
control, drug prices, an area
the ACA did not address. They
both have called for empower-
ing Medicare to take advantage
of its massive buying power to
negotiate bulk discounts from
pharma to lower drug prices
forseniors, and toallowAmeri-
canstoimportdrugsfromother
countries.Additionally,theyare
both proposing eliminating so-
called pay-for-delay settlements
in patent litigation (in which
brand namemanufacturers pay
generic competitors to hold off
onmarketing less expensivege-
nerics). And Clinton has advo-
catedpoliciesthatincludeshort-
ening the exclusive marketing
periodfornewbiologicsfrom12
tosevenyears. Ontherightsideofthespec-
trum are the Republicans, who
are united on repealing Presi-
dent Obama’s health care law
and decentralizing Medicaid by
proposing blockgrants thatcan
be managed by the states. The
GOP, Zilligen notes, has gen-
erally been criticized for focus-
ing on repeal without offering
a full or partial replacement.
Nonetheless, the presidential
front-runners’ approaches steer
clear of Medicare (or other)
pricenegotiation orcontroland
tend toallow a “free-er”market
systemtowork. Simplyput, the
Republicancandidateshavenot
proposedactionsthatattemptto
controldrugprices. Whatever the Republicans
might be saying, though, actual
repealofACAseemsunlikely. “As the field narrows, candi-
dateswilllikelytonedowntheir
healthcarehyperbole and direct
their attention to healthcare
legislationthatfocusesonrevis-
ing the ACA and the healthcare
systemratherthanrepealingit,”
saysGeoffMelick, chief innova-
tionofficer,Sandbox.“Consider-
ingthemajorityoftheACApro-
visionsarealreadyineffect,with
morethan11millionconsumers
receiving insurance subsidies
through the exchanges and an-
other 10 million enrolled in the
Medicaid program, the repeal
of the ACA doesn’t seem like a
viable option. Whether some
believeitshouldbestruckdown
ornot,it’s illogicalthatany new
sittingpresidentisgoing totake
thatcoverageawayand leave21
million people without insur-
ance.” Butnomatterwhathappens
with the ACA, theongoing con-
troversy over pricing of drugs
willcontinue.
“No matter the outcome of
the presidential contest, what
is more certainis that consum-
ers, and notjustpoliticians, will
continuetopressurethepharma
industrytodriveconsumercosts
down,” Zilligen says. “Consum-
ers are assuming (voluntarily
or involuntarily) more financial
responsibilityforpremiums,co-
payments, coinsurance, and de-
ductibles, and therefore are ex-
ercising moreinfluenceondrug
selectionanduse.So,theindus-
tryneedstocontinueimproving
its ability to communicate the
value proposition of therapeu-
tic advances (in consumer lan-
guage) — including outcomes
and real world evidence. In
the absence of compelling val-
ue messages, the national and
political spotlights will remain
on drug prices. Manufacturers
needtocontinuedevelopingtwo
approaches: scrutinize the pro-
posed policies as closely as pos-
sibleinordertobeprepared for
multiple scenarios, and develop
andrefinevaluepropositions.” Regarding pricing, many in-
sidetheindustryareadvocating
internal action before govern-
ment has a chance to drop the
hammer.“Certainlynewpricing
models, more outcomes data
and clearer value propositions
should be driving pricing ef-
forts, but at the end of the day,
marketers should be working
towards reasonable pricing as
their target,” says Steve Stefa-
no, managing director, Ashfield
MarketAccess.“Patientsshould
be able to have access to medi-
cinesthatcanhelpthem.Thisis
reallythetake-homemessage.” Stefanonotesmanyincidents
inthe recentpastwhere pricing
models,outcomesdata,andval-
uepropositions did not support
thekindsof priceincreasesthat
companiestook.“Inmyopinion,
the current case of the former
hedge fund manager, Martin
TheMagazineofPharmaceuticalBusinessandMarketing •
TOP10PIPELINES:
Thepharmaindustry’sR&D
concentrationhasbeen
shiftingtowardsspecialty
therapyareasasresearch
anddevelopmentreturns
declineforsomeleaders.
SALES;FORCESWEET16
IndustryexpertstellMedAdNews
about16trendsthattheybelieve
willaffectsales-force
strategiesinthe
immediatefuture.
ME
HA
Th
h
continuedonpage6
FEBRUARY2016MEDADNEWS• 13
ith the average costofgetting anovel medicine tothe marketplace atnearly $2.5 billion,
itis more crucialthan ever for drug companies tosucceedintheirR&Defforts.However,
according to a recent study generated by De-loitteincolaborationwiththeresearchandconsultingfirm GlobalData,leadingpharmacompanies’R&Dreturnscon-tinue to slide. The study showedthat althoughthe R&D divisions of12 leadingpharma companies advanced306 assets
into late-stage pipelinessince 2010–withprojected lifetime
returnsofover $1.41 trillion –the returns arecontinuing to
decrease inpercentage terms: from 10.1 percentin 2010 to
just 4.2percentin 2015,whilethe average costofasset devel-opmentincreasedbyonethird. Thisannualspecialfeaturehasidentified10companypipe-
lines that are striving to buck the aforementioned trend of
sliding R&Dreturns.The 10companieswere selected based
on current projectsin the pipeline,which therapeutic fields
they are focused on, R&Ddeal-making activity,recentdrug
approvals,andotherrelevantcriteria.
SalesforAbbViecontinuetobedrivenbytheworld’s top-selingprescriptionmedicine,theTNFinhibiting anti-inflammatorymedicationHumira(adalimum-ab).AbbVie’s long-term strategic andfinancialobjectives,as
announcedattheendofOctober2015,include2020global Humirasalesof$18+billion.TheNorthChicago-basedbio-
pharma company reports that its pipelinehas the potential
to generate nearly $30billion in nominalpeak-year sales by
2024(excludingsalesfromalreadyon-the-marketproducts). AbbVieisonpacetointroducemorethan20newproducts
orindicationsthrough2020,includingsevenapprovalsthat wilcontributeduring2016andbeyond,including:
•Imbruvica indicationexpansion,includingfirst-line
chroniclymphocyticleukemia (CLL)
• Humira indication expansion,includinghidradenitis
suppurativa(HS) and uveitis
• Viekira approvalforgenotype1Bpatientsin Japan
• Venetoclax for relapsed/refractory CLLpatients withthe
17pgenetic mutation
• Zinbrytafor relapsing remittingmultiple sclerosis
• Elotuzumab forrelapsed/refractorymultiple myeloma
AbbVieisdevelopingleading medicinesinthese therapeutic
fields:immunology, oncology, neuroscience, kidney disease,
liverdisease and women’s health.
Through spending in newtechnologies and approaches,
AbbVie is breaking ground in some ofthe most widespread
and difficult-to-treat cancers, including glioblastoma multi-forme,multiplemyeloma andchronic lymphocyticleukemia.
AbbVie’s oncologypipeline contains multiplenewmolecules
in development being investigated in more than 15 different
cancers and tumortypes.
AbbVie’snextbig approvalcouldcome in the form of the
B-celllymphoma 2 (Bcl- 2) inhibitor venetoclax.Thecompany
has filed aNewDrugApplication(NDA)anda MarketingAu-
thorizationApplication (MAA)forvenetoclax inpatients with
relapsed/refractory(R/R) CLLin patientswithchromosome
17p deletion.Priority review status wasgrantedbyU.S.regu-
latorsduringJanuary 2016 andvalidationhasbeenprovided
by theEMAbased on results from aPhase2,open-labelstudy.
In the clinical trial, venetoclax demonstrated a 79. 4 percent
overallresponserateas monotherapytreatment,including pa-
tientsthatachievedcompleteremission. ThreeFDABreakthroughTherapyDesignationshavebeen
grantedbyFDAfor venetoclax.The firstdesignation wasre-
ceived in early 2015for treating patientswithR/RCLL with
chromosome 17p deletion. The second designationfor vene-
toclax wasreceived during the earlierpart of January2016
for combinationtherapywith rituximab forpatientswithR/R
CLL, includingthose with chromosome17pdeletion.A third
designation wasreceived in late January2016 forvenetoclax
in combination with hypomethylating agents (HMAs) in pa-
tientswithuntreated(treatment-naïve)acute myeloidleuke-
mia (AML)who are ineligible to receive standard induction
therapy(high-dosechemotherapy). VenetoclaxisbeingdevelopedviaapartnershipwithGe-
nentech and Roche.Venetoclaxinontrack togain initialFDA
approval during 2016 and generate blockbuster sales on a
globalbasisby2020. AbbViehasbeenjointlydevelopingwithBristol-Myers
Squibb another medicine expected to generate blockbuster
sales. FDAduring the fourth quarter of2015 approvedEm-
pliciti (elotuzumab) for treatingmultiple myeloma (MM) as
a combinationtherapy in patients who have receivedone to
threeprior therapies.Marketingclearance wasbasedon data
from a Phase 3trialthatshowed patientstreatedwithEmplic-
itiplus standard ofcare therapy achieved a 30percent reduc-
tionin the risk of diseaseprogression ordeathcompared to
standard ofcare alone.This representsthe firstFDAclearance
foran immune-stimulatoryantibody forMM in this indica-
tion.FDA granted breakthrough designation forEmpliciti,
whichwillbemarketedbyBristol-MyersSquibb. Imbruvica(ibrutinib)attainedblockbustersalesduring
2015,recordingsalesof$754milionforAbbVieand$689 millionforpartnerJanssen.Thedrugisapprovedfortreating
patientswithCLL who have receivedat least one priorthera-
py, CLLpatientswhohavedel 17pand patients with Walden-
strom’s macroglobulinemia.Themedicine is additionalymar-
ketedfortreatingpatientswithmantlecellymphoma(MCL) whohavereceivedatleastonepriortherapy. Afirst-in-clas,oral,once-dailytherapy,Imbruvicainhibits
a protein caled Bruton’styrosine kinase (BTK). Thiswas one
of thefirst products toreceive FDAmarketingclearance after
beinggranted a Breakthrough Therapy Designation,and is
oneofthefewtherapiestogainthreeseparatedesignations. BTKisakeysignalingmoleculeintheB-cellreceptorsig-
naling complex thathasa significant role in thesurvival and
spreadofmalignantBcells.Imbruvicablocks signalsthat in-
formmalignantBcelstomultiplyandspreaduncontrollably. Imbruvicaisbeinginvestigatedaloneandincombination
with other treatments in several blood cancers. More than
6,100patients have been treatedin clinicalstudiesperformed
in 35 countries by 800-plus investigators.As of December
2015,16Phase 3 studieshave been initiated with Imbruvica
and67trialswereregisteredonwww.clinicaltrials.gov. AbbViesubmittedasNDAforibrutinibforuseintreat-
ment-naïveCLL patients,basedon results from the Phase3
RESONATE-2study.These data, published in The NewEn-gland Journalof Medicine (NEJM),found thatthe product
significantly decreasedthe riskofprogression or death (
progression-free survival,PFS) and significantly decreased the
risk ofdeath (overall survival,OS) versus chlorambucil in
treatment-naïvepatients65yearsandolderwithCLL. Duringthefourthquarterof2015,itwasreportedthatthe
U.S.regulatoryagencyacceptedAbbVie’s sNDAandgranted
priority reviewfor ViekiraPak withoutribavirinin patients
with genotype 1b (GT1b)chronichepatitisC virusinfection
(HCV)andcompensatedcirrhosis(Child-Pugh A).Theappli-cationwassupportedbydata
from the TURQUOISE-III
trial,which demonstrated
100percent sustained viro-
logic response at 12 weeks
post-treatment(SVR12) in
this patientpopulation.
In early December 2015,
AbbVieannounced thatFDA
accepted thecompany’s NDA
fora once-daily, fixed-dosed
versionofViekiraPaktotreat GT1HCV.Theproposeddos-
ing for thefixed-dose formis
three oraltablets,takenonce
per day with a meal,with or
withoutribavirin.AbbVie ex-
pects FDAactiononthe new
formulation during 2016.If
approved formarketing,this
regimen willbe the first all-
oral,co-formulatedthree direct-acting antiviraltreatmentfor
adultpatientswithGT1chronicHCVinfection. ViekiraPak(ombitasvir,paritaprevir,andritonavirtablets;
dasabuvir tablets) isa prescription medicine used with or
withoutribavirinfor the treatment ofadults with genotype1
chronichepatitis Cvirusinfection,includingpeoplewho have
a certainformof cirrhosis(compensated).FDAmarketingap-
provalwasinitiallygrantedinDecember2014. Amongotherfourth-quarter2015R&Dhighlights,Abb-
Vie presented data from its next-generation HCVregimen
(ABT-493 and ABT-530) being assesedasa pan-genotypic,
once-daily treatment option forpatients with HCV.Results
showed 12 weeks of treatmentresulted in 97-100percent
SVR12 in GT1non-cirrhotic HCV,96-100percentin geno-
type(GT2) and83-94 percent ingenotype 3 (GT3)patients.
Also,data from the SURVEYOR-I trialdemonstrated that
non-cirrhotic GT1 HCVpatients who received shorterdura-tion oftreatmentfor eightweekswithABT-493 and ABT-530
achieved SVR12rates of97 percent.AbbVie launchedPhase3
trialsduringthefourthquarter. AttheAmericanCollegeofRheumatologyAnnualMeeting
inNovember2015,AbbViepresented thefull12-week,Phase
2b safety data for ABT-494from theBALANCE-I trial(effica-cydatawaspreviously top-lined).Thisstudy assessedabroad
dose range to understandthe boundariesofJAK-1selectivity
andtheefficacyoftheinvestigationaloralJAK-1inhibitorABT- 494comparedtoplaceboinpreviouslytreatedpatientswith
rheumatoid arthritis with persistent andactive disease.The
clinicaltrial metitsprimary endpoint,achieving an ACR20re-
sponseafter12 weeks oftreatmentusing an LOCFapproach,
andACR20foralldose levels. The BALANCEIandII results
supportAbbVie’sdecision to advancethe new drug candidate
intoPhase 3 trials with a once-daily dosing. The Phase3 program began during late 2015anda Phase2 study ofABT-494
isunderway fortreating Crohn’s disease.
AbbVie is exploring the orally administered gonadotro-pin-releasinghormone(GnRH) antagonistelagolixindiseases
that aremediated bysexhormones,includinguterine fibroids
andendometriosis.The newdrugcompoundhasbeeninves-tigatedin more than 40studies totaling 3,000-plus subjects.
top10pipelines
specialfeature
ByAndrew Humphreys •
andrew.humphreys@medadnews.com
Top10Pipelines
Thepharma industry’sR&Dconcentration hasbeen shiftingtowardsspecialty
therapyareasas research anddevelopmentreturnsdeclineforsomeleaders.
W
SgnfcantPpeneActvty
ProductLaunchesandKeyDataFow
K
Q
A
W
B
KDR
R
m
Q
ABBVIE
AbbVie
Amgen
AstraZeneca Biogen
Gilead
Merck
Novartis
Roche
Sanofi
Vertex
TOP10PIPELINES
22•MEDADNEWSFEBRUARY2016
nhonor of our16trends,let’sgoback
16years, whenthe worldwasvery
different.In2000.The X-Fileswere on
television,nooneknewaboutal-Qaeda, andarmiesofpharmaceuticalsalesreps
marchedinandoutof physicians’offices,leavingtrails
ofdetailsaidsandtchotchkesintheirwake. Now,in2016,TheX-Filesarebackontelevision,
but sales forcesaresignifcantlysmaller thanthey were
(evenfrom 2007tothe first quarterof2013,sales
forces intheUnitedStatesdeclinedfrom 98,000to
64,000reps,andcuts continuedin2015).The in-
dustryvoluntarilyretiredtheubiquitouspens,mugs, andothertchotchkesbackin2009.Al-Qaedahas
beensucceededbyDaesh.Paperdetail aids havebeen
supplanted,for the most part,byinteractivedigital
presentations. Andchangeswillcontinuetoaffecthowpharmaceu-
ticalsalesforcesoperate,Thoughsomeofthetrends citedaremoreaboutwhatishappeningwiththecus-
tomers–physiciansandpatients –pharmasales force
strategies willbeaffectedby these trendsas companies
reacttorealignandrethinkhow reps are deployed.
The16trendspickedout byexpertsare:
AccordingtoPratapKhedkar,managing principalatZSAssociates,thenumberof salesrepsmayevenseeamodestuptickfor
thefirsttimeinyears.Thenumberofrepsinthe UnitedStateshasbottomedouttoaround65,000,
36percentless thanits peakin2005.Themodest
increaseinreps isexpectedbecausemost of the
major patent expirationsareover andthe number
ofFDAnewdrugapprovalsisgrowing. “However,mostnewlaunchesarelargemolecules
inspacessuchasoncologywithfewprescribers,so nlysmallnumbersofadditionalrepswillbeneeded,”
Khedkar says.“Wewillnotreturntothe large, prima-ry-care drivensalesforces of yesteryear.”
AccordingtoZS’AccessMonitorReport,for thefirsttime,lessthanhalfofdoctorsare willingtoseerepsfreely,Khedkarsays.
“This decrease inaccess is particularly extreme for
oncologists– down toaquarterwhoare ‘easy tosee’
– evenasmanynew compoundsare expectedto
launch inthisspace,” hesays.“We expect the trend
inaccess tocontinuetodecline. Thistrendisdriven
by anirreversible shiftinphysician preferencesto
digitalchannelsaswellaspracticeacquisitionby hospitalswithrestrictivereppolicies.” In2015,thenumberofphysicianspushingback
against reps either toamoderatedegree or asevere degree exceeded50percent,Khedkar says.“Thismeans
lessthan50percentarefreelyaccessible,”hesays. ButDavidStievater,director,strategicsolutions,
atathenahealthbelieves that there willbe“modest
growth” intheability ofpharmasalesrepstogaintime
withphysicians. Thiswill be drivenbythelaunches
ofnewdrug classes suchasimmunosuppressantsand
PCSK9cholesterol-loweringagents. However,thoughtheremaybeintensedemandfor
informationaboutthesenewproducts,the numbers
ofphysiciansinterestedinhearing moreaboutthem
willnotbeenoughtoturnthe tide againstthe trendof
reducedphysicianaccess,expertsgenerallyagree. “Insomeofthespecialties,the[repaccess]number
isactuallymuchworse,”Khedkarsays.“Amongon- cologists,27percentareavailable,but73percentare
pushingbackonrepstosomedegree. Theoncologist
numberhasfallenfasterthanthegeneralaverage.” Thisbigincreaseinthenumberofoncologistswho
refusetosee reps isespeciallyproblematic considering
thenumberofnewoncologyproductsinthepipeline, Khedkarsays.“Therewillbeanincreaseinoncologists
seeking informationaboutthesenewcompounds
going forward,but theother trendthatcomplements
this is oncologists are turningawayfrom repstoother
channels.”
Althoughsalesforcesmaymodestlygrow, ascompaniesworryaboutcompliance andreigninginextremerepbehavior
andrewards,payoutcurveswilflattenfurther, accordingtoKhedkar.Thismeanspayout
differences betweenlow-performing reps andhigh-performing reps willshrink.
Thistrendwillbenoticeableespeciallyat pharmamanufacturersthathavebeenlate tofocusdedicatedaccountteamscallingon
IDNs,ACOs,andlargeindependentphysician
groups,Stievater says.
Asdigitalandnon-personalchannels proliferate,topphysiciansarehitonce veryhourbysomeindustrychannel,which
leadstopoorexperienceandengagement.“As awarenessoftheproblemspreads,companies
willbeforcedtoaddressthisissue throughdata-enabledorchestration–where upskilled sales reps
use predictive customer analytics ontheiriPads
tocoordinateall touches a customer seesfrom
acompany,”Khedkarnotes.“Non-traditional channelssuchasinsidesaleswillcontinuetosee
increaseduse.
AccordingtoStievater,thisstrategywillinclude partnershipswithIDNs,pharmacies,andeven payers.Increasingly,salesforceswilneed
tolookatthefullpatientdiseaseexperienceand provideservicesbeyondthedrugitself.“Thiswilnot
playout fuly in2016, but you’ve hadglimpses ofthis
with some of the programsthathave begunwithbig
healthsystemslikeGeisinger,”hesays. InMay2015,BoehringerIngelheimestablisheda
five-year partnershipwithSuter Healthtoexplore and
testthevalueofdigitalhealthsolutions,mobile technol-ogies,andinsights from advanceddataanalyticsinthe
deliveryofhealthcare. InMarch2014, DaiichiSankyoInc.andPartners
HealthCare’sCenter for ConnectedHealthentereda
joint-developmentagreementtocreate amobileapp
toserve as acoachingplatformfor patients withatrial
fibrillationwhohavebeenprescribedoralanticoagu-
lationtherapy.The goal ofthis mobileappwillbeto
supportpatientslivingwithatrialfibrillationbyhelping
improvepatientadherenceandcompliancetomedica- tion,aswellasfosteringfeedbackloopsthatconnectthe
providertothepatient. Merck&Co.establishedaprogramwithGeisinger
HealthSystemasfar backas 2012.The multi-year
collaborationisdesignedtoimprovepatienthealth outcomesbyfocusingoninnovativesolutionsthat
facilitateshareddecisionmaking betweenpatients and
physiciansandimproveadherence totreatmentplans
andclinicalcareprocesses.
Rep access willcontinuetodecline
as physicians changebehavior
(exceptmaybeincertainlimited cases).
salesforcesweet16
specialfeature
ByChristianeTruelove•
chris.truelove@medadnews.com
Thesweet16
IndustryexpertstellMedAdNewsabout16trendsthatthey
believewillaffectsales-forcestrategiesintheimmediatefuture.
Thenumber of salesreps
hasstoppeddeclining.
I
1
2
Variableincentivecompensation
willbecomelessvariable.
3
Therewil becontinuedgrowthof
KeyAccountManagers(KAMs).
4
Customer experiencewillsuffer
evenmoreandforcecompaniesto addressthesalesandmarketing
orchestrationproblem.
5
Inconjunctionwiththegrowthof
KAMs willbethelaunchesofnew
“abovethebrand”programsto
improvediagnosisandtreatment.
6
24•MEDADNEWSFEBRUARY20
heMedicalAdvertising
HallofFameelected
its2016inductees at a
black-tieceremonyon
Feb. 11, 2016,at The
PierreHotel in New YorkCity.C.
MarshallPaul, market researcher,
andScott Cotherman, former CEO
ofCAHG,representedthenewest
induction class. Additionally, Ken
BegasseSr. was recognizedwiththe
annual MAHF LifetimeAchieve-ment Award.
Duringhis 50-year career inphar-
maceuticalmarketingandrelated
research, Mr.Paulspenttimeon
boththemanufacturer andservice
sidesoftheindustry.Hebeganasa marketresearchanalystforMerck
from1963to1965,thenmovedto
IMSwherehespent 17years before
becomingaco-owner of Healthcare
Communications (HCI) in1982.
WhenHCI was soldtoACNielsen
in1997,hebecamepresident of
ACNielsen/HCIthrough2010.
As presidentofHCI, Mr.Paul
pursuedagoal of providingprim
promotionresearchshowingth
effectiveness of, and relations
between,thedifferent promo
components. Hisefforts yie
informationthatallowedm
tocommunicateandprom
efficientlyandmoreeffe
generationofmarketer
efitedfromtheinform
guidancethat heprov
“Medicaladvertisi
ingtoolthatmagni
detailingat afract
expense,thereby
keting’sROI,”M
duringhisindu
way,advertisi
solutionnece
marketinge
mandedby
careexpe
day: Goo
process
toensMr
CEO
org
Co
ly
M
a
specialfeature
ByMedAdNewsstaff
MedicalAdvertisingHa
TheMedicalAdvertisingHallofFamehonoredC
as2016inductees;KenBegasseSr.wastheLifet
AbouttheMAHF
TheMedicalAdvertisingHallof
Famewas foundedduring1996to:
•Document thehistory ofthe industry.
• Honortheretiredmenandwomen
whohavemadesignificant
contributions tothemedical
advertisingprofession– MAHF
Inductees.
•Attract andhonor next-generation
talenttothemedicaladvertising
profession–FutureFamers.
•Honor industrycreatives by
recognizinggreat,retiredcampaigns
– Heritage Awards.TheHeritage
Awardallowsthe industry topay
appropriate homage towriters,art
directors,andaccountpeople who
made a greatcampaigncome tolife.
MAHFmembershipisopentohealth-careadvertisingagenciesandpub-lications,andconsistsofthe leaders
ofnearly 40 agenciesandpublishing
companies.
Formore informationabouttheMA
anditsannualceremony,pleaseco
tact DavidGideon,executivedirec
atdavid@davidgideon.net.
T
ByJoshuaSlatko•
josh.slatko@medadnews.com
agenda2016
specialfeature
Bigger,better,faster,more
Or,why2016mightlookalittledifferentthan2015forpharmaceuticalmarketers.
13
inside
2
Theelection/pricing
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TheMagazineofPharmaceuticalBusinessandMarketing • medadnews.com • October2015 • Volume34Number5 • $100
JoeBenko,anArmyveteranwhorecently
retiredaftera40-yearcareerasadraftsmanfor
anengineeringcompany,wasdiagnosedwith
hepatitisCafterdonatingbloodtoalocalblood
bank.Joesuspectshecontractedthevirusfrom
abloodtransfusionwhenhewasachild,orfrom
vaccinationsrequiredduringtheVietnamWar.
Afterbeingdiagnosed,Joeavoidedinterferon
treatmentinfearofthesideeffectscommonly
associatedwiththetherapy.Attheinsistence
ofhisfriendandneighbor,alocalcardiologist,
hewenttoaliverspecialistforabiopsy,which
showedthediseasehadcausedmildliver
cirrhosis.
Joe’sphysiciansuggestedanewlyapproved
treatmentcalledHarvonithatcouldpotentially
offerabetterchanceofbeingcuredand,aftera
fewweeksoftreatment,hisviralloaddropped
dramatically.Threemonthsaftercompleting
therapy,theviruswasundetectableinJoe’s
blood,meaninghewascured.
TOP50PHARMACEUTICALCOMPANIES
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TheMagazineofPharmaceuticalBusinessandMarketing• medadnews.com•April2015•Volume34Number2 •$100 HEALTHCARECOMMUNICATIONSAGENCIES
