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<br /> January 2012<br /> THE FORUM FORTHE INDUSTRY EXECUTIVE<br /> Pharma 3.0:<br /> Innovative<br /> Business Models<br /> MARKETING<br /> Metrics<br /> Global<br /> OUTSOURCING<br /> SHOWCASE FEATURE<br /> Social Media<br /> PUBLICATION<br /> www.pharmavoice.com<br /> <br /> THE FORUM FOR THE INDUSTRY EXECUTIVE<br /> Volume 12 · Number 1<br /> PUBLISHER Lisa Banket<br /> EDITOR Taren Grom<br /> CREATIVE DIRECTOR Marah Walsh<br /> MANAGING EDITOR<br /> Denise Myshko<br /> SENIOR EDITOR<br /> Robin Robinson<br /> FEATURES EDITOR<br /> Kim Ribbink<br /> CONTRIBUTING EDITOR<br /> Carolyn Gretton<br /> DESIGN ASSOCIATE<br /> Ariel Medel<br /> NATIONAL ACCOUNT MANAGERS<br /> Trish Kane<br /> Cathy Tracy<br /> WEBCAST NETWORK PRODUCER<br /> Daniel Limbach<br /> CIRCULATION ASSISTANT<br /> Kathy Deiuliis<br<a title="PharmaVOICE | January 2012 page 1" href="http://viewer.zmags.com/publication/45a41b67?page=1"> January 2012 THE FORUM FORTHE INDUSTRY</a> <a title="PharmaVOICE | January 2012 page 2" href="http://viewer.zmags.com/publication/45a41b67?page=2"> </a> <a title="PharmaVOICE | January 2012 page 3" href="http://viewer.zmags.com/publication/45a41b67?page=3"> THE FORUM FOR THE INDUSTRY EXECUTIVE Volume 12 ·</a> <a title="PharmaVOICE | January 2012 page 4" href="http://viewer.zmags.com/publication/45a41b67?page=4"> Contents... JANUARY 2012 ON THE COVER P</a> <a title="PharmaVOICE | January 2012 page 5" href="http://viewer.zmags.com/publication/45a41b67?page=5"> </a> <a title="PharmaVOICE | January 2012 page 6" href="http://viewer.zmags.com/publication/45a41b67?page=6"> Exclusive Bonus ONLINE CONTENT Dr. Diego Mire</a> <a title="PharmaVOICE | January 2012 page 7" href="http://viewer.zmags.com/publication/45a41b67?page=7"> Provocative Dialogue. Insightful Education. Purpo</a> <a title="PharmaVOICE | January 2012 page 8" href="http://viewer.zmags.com/publication/45a41b67?page=8"> UpfrontINDUSTRY at Large </a> <a title="PharmaVOICE | January 2012 page 9" href="http://viewer.zmags.com/publication/45a41b67?page=9"> </a> <a title="PharmaVOICE | January 2012 page 10" href="http://viewer.zmags.com/publication/45a41b67?page=10"> DIGITAL EDITION — BONUS CONTENT Upfront Awa</a> <a title="PharmaVOICE | January 2012 page 11" href="http://viewer.zmags.com/publication/45a41b67?page=11"> DIGITAL EDITION — BONUS CONTENT Janssen Laun</a> <a title="PharmaVOICE | January 2012 page 12" href="http://viewer.zmags.com/publication/45a41b67?page=12"> Robin Robinson Pharma 3.0 NEXT STEPS The indu</a> <a title="PharmaVOICE | January 2012 page 13" href="http://viewer.zmags.com/publication/45a41b67?page=13"> ble. The pharma company needs to recognize the sk</a> <a title="PharmaVOICE | January 2012 page 14" href="http://viewer.zmags.com/publication/45a41b67?page=14"> Pharma 3.0 learnings. There are many questions </a> <a title="PharmaVOICE | January 2012 page 15" href="http://viewer.zmags.com/publication/45a41b67?page=15"> “ Nontraditional partne present new, unchartere c</a> <a title="PharmaVOICE | January 2012 page 16" href="http://viewer.zmags.com/publication/45a41b67?page=16"> DIGITAL EDITION — BONUS CONTENT Robin Robins</a> <a title="PharmaVOICE | January 2012 page 17" href="http://viewer.zmags.com/publication/45a41b67?page=17"> DIGITAL EDITION — BONUS CONTENT Pharma 3.0 be</a> <a title="PharmaVOICE | January 2012 page 18" href="http://viewer.zmags.com/publication/45a41b67?page=18"> DIGITAL EDITION — BONUS CONTENT Pharma 3.0 Phar</a> <a title="PharmaVOICE | January 2012 page 19" href="http://viewer.zmags.com/publication/45a41b67?page=19"> DIGITAL EDITION — BONUS CONTENT Pharma 3.0 I</a> <a title="PharmaVOICE | January 2012 page 20" href="http://viewer.zmags.com/publication/45a41b67?page=20"> DIGITAL EDITION — BONUS CONTENT Pharma 3.0 </a> <a title="PharmaVOICE | January 2012 page 21" href="http://viewer.zmags.com/publication/45a41b67?page=21"> Bring your entire promotional review team to this</a> <a title="PharmaVOICE | January 2012 page 22" href="http://viewer.zmags.com/publication/45a41b67?page=22"> Robin Robinson Multichannel Measurement: </a> <a title="PharmaVOICE | January 2012 page 23" href="http://viewer.zmags.com/publication/45a41b67?page=23"> Multichannel Measurement measurement is impossi</a> <a title="PharmaVOICE | January 2012 page 24" href="http://viewer.zmags.com/publication/45a41b67?page=24"> Multichannel Measurement SOUND BITES FROM THE FI</a> <a title="PharmaVOICE | January 2012 page 25" href="http://viewer.zmags.com/publication/45a41b67?page=25"> Non-ROI Metrics: Worth the Trouble? “Not ever</a> <a title="PharmaVOICE | January 2012 page 26" href="http://viewer.zmags.com/publication/45a41b67?page=26"> Multichannel Measurement tion for example,” he</a> <a title="PharmaVOICE | January 2012 page 27" href="http://viewer.zmags.com/publication/45a41b67?page=27"> ACRP CERTIFICATIONS ACRP CERTIFICATIONS THE TRUS</a> <a title="PharmaVOICE | January 2012 page 28" href="http://viewer.zmags.com/publication/45a41b67?page=28"> DIGITAL EDITION — BONUS CONTENT Multichannel Meas</a> <a title="PharmaVOICE | January 2012 page 29" href="http://viewer.zmags.com/publication/45a41b67?page=29"> DIGITAL EDITION — BONUS CONTENT mor</a> <a title="PharmaVOICE | January 2012 page 30" href="http://viewer.zmags.com/publication/45a41b67?page=30"> DIGITAL EDITION — BONUS CONTENT Denise Myshko </a> <a title="PharmaVOICE | January 2012 page 31" href="http://viewer.zmags.com/publication/45a41b67?page=31"> DIGITAL EDITION — BONUS CONTENT study is if a</a> <a title="PharmaVOICE | January 2012 page 32" href="http://viewer.zmags.com/publication/45a41b67?page=32"> ied,” Dr. Garceau says. “In pediatric studies, th</a> <a title="PharmaVOICE | January 2012 page 33" href="http://viewer.zmags.com/publication/45a41b67?page=33"> World RadioImmunoConjugate Summit Summit Unlocki</a> <a title="PharmaVOICE | January 2012 page 34" href="http://viewer.zmags.com/publication/45a41b67?page=34"> DIGITAL EDITION — BONUS CONTENT Forecasting Phar</a> <a title="PharmaVOICE | January 2012 page 35" href="http://viewer.zmags.com/publication/45a41b67?page=35"> DIGITAL EDITION — BONUS CONTENT Forecasting 2</a> <a title="PharmaVOICE | January 2012 page 36" href="http://viewer.zmags.com/publication/45a41b67?page=36"> Forecasting means more focus by pharmaceutical c</a> <a title="PharmaVOICE | January 2012 page 37" href="http://viewer.zmags.com/publication/45a41b67?page=37"> It Demands Education. The old “check-the-box” or </a> <a title="PharmaVOICE | January 2012 page 38" href="http://viewer.zmags.com/publication/45a41b67?page=38"> VISIT OUR WEBSITE: www.flemingeurope.com www.flemin</a> <a title="PharmaVOICE | January 2012 page 39" href="http://viewer.zmags.com/publication/45a41b67?page=39"> Robin Robinson GLOBAL: R&D Outsourcing Out</a> <a title="PharmaVOICE | January 2012 page 40" href="http://viewer.zmags.com/publication/45a41b67?page=40"> Global “ The reason for outsourcing cannot be dri</a> <a title="PharmaVOICE | January 2012 page 41" href="http://viewer.zmags.com/publication/45a41b67?page=41"> PharmaVOICE: Going Global in 2012 February - Gl</a> <a title="PharmaVOICE | January 2012 page 42" href="http://viewer.zmags.com/publication/45a41b67?page=42"> Taren Grom Dr. Brad Thompson Making a Difference</a> <a title="PharmaVOICE | January 2012 page 43" href="http://viewer.zmags.com/publication/45a41b67?page=43"> Dr. Brad Thompson then we can save the patient u</a> <a title="PharmaVOICE | January 2012 page 44" href="http://viewer.zmags.com/publication/45a41b67?page=44"> C-Suite Specialty Pharma Insights from the C-Su</a> <a title="PharmaVOICE | January 2012 page 45" href="http://viewer.zmags.com/publication/45a41b67?page=45"> MARKET ATTRACTIVENESS » Spec</a> <a title="PharmaVOICE | January 2012 page 46" href="http://viewer.zmags.com/publication/45a41b67?page=46"> Social Media Carolyn Gretton Hitting the SOCIAL</a> <a title="PharmaVOICE | January 2012 page 47" href="http://viewer.zmags.com/publication/45a41b67?page=47"> “When more than 82% of surveyed companies claim t</a> <a title="PharmaVOICE | January 2012 page 48" href="http://viewer.zmags.com/publication/45a41b67?page=48"> Social Media CECI ZAK Sanofi helps communicatio</a> <a title="PharmaVOICE | January 2012 page 49" href="http://viewer.zmags.com/publication/45a41b67?page=49"> pany via their smartphone or see the company's tr</a> <a title="PharmaVOICE | January 2012 page 50" href="http://viewer.zmags.com/publication/45a41b67?page=50"> Social Media “Mobile should not be an</a> <a title="PharmaVOICE | January 2012 page 51" href="http://viewer.zmags.com/publication/45a41b67?page=51"> T H I S S O U N D S FAMILIAR MILIAR ..? </a> <a title="PharmaVOICE | January 2012 page 52" href="http://viewer.zmags.com/publication/45a41b67?page=52"> DIGITAL EDITION — BONUS CONTENT Social Media </a> <a title="PharmaVOICE | January 2012 page 53" href="http://viewer.zmags.com/publication/45a41b67?page=53"> DIGITAL EDITION — BONUS CONTENT Social Media Be</a> <a title="PharmaVOICE | January 2012 page 54" href="http://viewer.zmags.com/publication/45a41b67?page=54"> Social Media Engaging Healthcare Professi</a> <a title="PharmaVOICE | January 2012 page 55" href="http://viewer.zmags.com/publication/45a41b67?page=55"> We talk about this in terms of convenience and co</a> <a title="PharmaVOICE | January 2012 page 56" href="http://viewer.zmags.com/publication/45a41b67?page=56"> Social Media SIX SOCIAL SHIFTS: Trends Affecti</a> <a title="PharmaVOICE | January 2012 page 57" href="http://viewer.zmags.com/publication/45a41b67?page=57"> (This is healthcare) Read our perspective on h</a> <a title="PharmaVOICE | January 2012 page 58" href="http://viewer.zmags.com/publication/45a41b67?page=58"> Social Media HEALTHCARE AND SOCIAL MEDIA: A Win</a> <a title="PharmaVOICE | January 2012 page 59" href="http://viewer.zmags.com/publication/45a41b67?page=59"> This expanded network can introduce physi- cians </a> <a title="PharmaVOICE | January 2012 page 60" href="http://viewer.zmags.com/publication/45a41b67?page=60"> Social Media </a> <a title="PharmaVOICE | January 2012 page 61" href="http://viewer.zmags.com/publication/45a41b67?page=61"> (PDLORYHU 2QH0LOOLRQ +HDOWK3URIHVVLRQDOV (PDL</a> <a title="PharmaVOICE | January 2012 page 62" href="http://viewer.zmags.com/publication/45a41b67?page=62"> Social Media Search and Social Media for the P</a> <a title="PharmaVOICE | January 2012 page 63" href="http://viewer.zmags.com/publication/45a41b67?page=63"> work, but there are others. Google has also moved</a> <a title="PharmaVOICE | January 2012 page 64" href="http://viewer.zmags.com/publication/45a41b67?page=64"> Social Media Healthcare Decisions in the Age of</a> <a title="PharmaVOICE | January 2012 page 65" href="http://viewer.zmags.com/publication/45a41b67?page=65"> 5V^¯[OL:JPLUJLVM:HTWSPUN 4LL[Z[OL:JPLUJLVM4LKPJPU</a> <a title="PharmaVOICE | January 2012 page 66" href="http://viewer.zmags.com/publication/45a41b67?page=66"> Introduction: As the pace and scope of change wit</a> <a title="PharmaVOICE | January 2012 page 67" href="http://viewer.zmags.com/publication/45a41b67?page=67"> instant access demands of the healthcare practiti</a> <a title="PharmaVOICE | January 2012 page 68" href="http://viewer.zmags.com/publication/45a41b67?page=68"> (SW): While all commercial stakeholders should lo</a> <a title="PharmaVOICE | January 2012 page 69" href="http://viewer.zmags.com/publication/45a41b67?page=69"> 4. What is the role of digital when planning </a> <a title="PharmaVOICE | January 2012 page 70" href="http://viewer.zmags.com/publication/45a41b67?page=70"> 5. What is the significance of multichannel i</a> <a title="PharmaVOICE | January 2012 page 71" href="http://viewer.zmags.com/publication/45a41b67?page=71"> 6. How have companies outside of the healthca</a> <a title="PharmaVOICE | January 2012 page 72" href="http://viewer.zmags.com/publication/45a41b67?page=72"> audience insights, and seamless experience delive</a> <a title="PharmaVOICE | January 2012 page 73" href="http://viewer.zmags.com/publication/45a41b67?page=73"> customer sees your value. Another key aspect is t</a> <a title="PharmaVOICE | January 2012 page 74" href="http://viewer.zmags.com/publication/45a41b67?page=74"> ADVERTISEMENT</a> <a title="PharmaVOICE | January 2012 page 75" href="http://viewer.zmags.com/publication/45a41b67?page=75"> About the Authors: Stephen Wray, President and C</a> <a title="PharmaVOICE | January 2012 page 76" href="http://viewer.zmags.com/publication/45a41b67?page=76"> Social Media SOCIAL MEDIA TRENDS, REGS, AND AP</a> <a title="PharmaVOICE | January 2012 page 77" href="http://viewer.zmags.com/publication/45a41b67?page=77"> Social Media TECH CHECK APPS / TWEETS </a> <a title="PharmaVOICE | January 2012 page 78" href="http://viewer.zmags.com/publication/45a41b67?page=78"> The Calendar INDUSTRY EVENTS AND CONFERENCES, INC</a> <a title="PharmaVOICE | January 2012 page 79" href="http://viewer.zmags.com/publication/45a41b67?page=79"> PharmaPricing MarketAccess Outlook E</a> <a title="PharmaVOICE | January 2012 page 80" href="http://viewer.zmags.com/publication/45a41b67?page=80"> DIGITAL EDITION — BONUS CONTENT The Calendar </a> <a title="PharmaVOICE | January 2012 page 81" href="http://viewer.zmags.com/publication/45a41b67?page=81"> DIGITAL EDITION — BONUS CONTENT JAN 26</a> <a title="PharmaVOICE | January 2012 page 82" href="http://viewer.zmags.com/publication/45a41b67?page=82"> DIGITAL EDITION — BONUS CONTENT The Calendar </a> <a title="PharmaVOICE | January 2012 page 83" href="http://viewer.zmags.com/publication/45a41b67?page=83"> DIGITAL EDITION — BONUS CONTENT FEB 8</a> <a title="PharmaVOICE | January 2012 page 84" href="http://viewer.zmags.com/publication/45a41b67?page=84"> DIGITAL EDITION — BONUS CONTENT The Calendar </a> <a title="PharmaVOICE | January 2012 page 85" href="http://viewer.zmags.com/publication/45a41b67?page=85"> DIGITAL EDITION — BONUS CONTENT FEB 27</a> <a title="PharmaVOICE | January 2012 page 86" href="http://viewer.zmags.com/publication/45a41b67?page=86"> DIGITAL EDITION — BONUS CONTENT The Calendar </a> <a title="PharmaVOICE | January 2012 page 87" href="http://viewer.zmags.com/publication/45a41b67?page=87"> DIGITAL EDITION — BONUS CONTENT Complia</a> <a title="PharmaVOICE | January 2012 page 88" href="http://viewer.zmags.com/publication/45a41b67?page=88"> DIGITAL EDITION — BONUS CONTENT The Calendar </a> <a title="PharmaVOICE | January 2012 page 89" href="http://viewer.zmags.com/publication/45a41b67?page=89"> DIGITAL EDITION — BONUS CONTENT MAR 27</a> <a title="PharmaVOICE | January 2012 page 90" href="http://viewer.zmags.com/publication/45a41b67?page=90"> DIGITAL EDITION — BONUS CONTENT Pharma Trax SALE</a> <a title="PharmaVOICE | January 2012 page 91" href="http://viewer.zmags.com/publication/45a41b67?page=91"> 11th Central European Forum of Biotechnology and </a> <a title="PharmaVOICE | January 2012 page 92" href="http://viewer.zmags.com/publication/45a41b67?page=92"> DIGITAL EDITION — BONUS CONTENT Pharma Trax THER</a> <a title="PharmaVOICE | January 2012 page 93" href="http://viewer.zmags.com/publication/45a41b67?page=93"> DIGITAL EDITION — BONUS CONTENT Pharma Trax t</a> <a title="PharmaVOICE | January 2012 page 94" href="http://viewer.zmags.com/publication/45a41b67?page=94"> DIGITAL EDITION — BONUS CONTENT Pharma Trax </a> <a title="PharmaVOICE | January 2012 page 95" href="http://viewer.zmags.com/publication/45a41b67?page=95"> 11 TH ANNUAL Digital Marketing Innovators DRIVIN</a> <a title="PharmaVOICE | January 2012 page 96" href="http://viewer.zmags.com/publication/45a41b67?page=96"> DIGITAL EDITION — BONUS CONTENT What's New NEW H</a> <a title="PharmaVOICE | January 2012 page 97" href="http://viewer.zmags.com/publication/45a41b67?page=97"> DIGITAL EDITION — BONUS CONTENT Chiltern In</a> <a title="PharmaVOICE | January 2012 page 98" href="http://viewer.zmags.com/publication/45a41b67?page=98"> DIGITAL EDITION — BONUS CONTENT Tools of the Tra</a> <a title="PharmaVOICE | January 2012 page 99" href="http://viewer.zmags.com/publication/45a41b67?page=99"> DIGITAL EDITION — BONUS CONTENT Template </a> <a title="PharmaVOICE | January 2012 page 100" href="http://viewer.zmags.com/publication/45a41b67?page=100"> DIGITAL EDITION — BONUS CONTENT Tools of the Trad</a> <a title="PharmaVOICE | January 2012 page 101" href="http://viewer.zmags.com/publication/45a41b67?page=101"> StudyMessagingSolutions yMessaging 'ůŽďĂůϮͲtĂLJ^ƚ</a> <a title="PharmaVOICE | January 2012 page 102" href="http://viewer.zmags.com/publication/45a41b67?page=102"> Secure your spot at one of these events by Januar</a> <a title="PharmaVOICE | January 2012 page 103" href="http://viewer.zmags.com/publication/45a41b67?page=103"> Talent Pool EXECUTIVE APPOINTMENTS AND PROMOT</a> <a title="PharmaVOICE | January 2012 page 104" href="http://viewer.zmags.com/publication/45a41b67?page=104"> Talent Pool BIOPHARMACEUTICAL POOL John BUTL</a> <a title="PharmaVOICE | January 2012 page 105" href="http://viewer.zmags.com/publication/45a41b67?page=105"> EMERGING POOL Dr. Jakob DUPONT FORMER GENENTECH</a> <a title="PharmaVOICE | January 2012 page 106" href="http://viewer.zmags.com/publication/45a41b67?page=106"> Talent Pool pointed John Potthoff, Ph.D., pre</a> <a title="PharmaVOICE | January 2012 page 107" href="http://viewer.zmags.com/publication/45a41b67?page=107"> DIGITAL EDITION — BONUS CONTENT PHARMACE</a> <a title="PharmaVOICE | January 2012 page 108" href="http://viewer.zmags.com/publication/45a41b67?page=108"> DIGITAL EDITION — BONUS CONTENT Talent Pool </a> <a title="PharmaVOICE | January 2012 page 109" href="http://viewer.zmags.com/publication/45a41b67?page=109"> PATS ON THE BACK, HANDSHAKES, HIGH-FIVES. STANDA</a> <a title="PharmaVOICE | January 2012 page 110" href="http://viewer.zmags.com/publication/45a41b67?page=110"> Pharmaceutical Institute formulates training prog</a>