CONTRIBUTORS Susannah Schmitz Amiteye 138 THE SELVA GROUP Wendy Balter 138 PHASE FIVE COMMUNICATIONS Chris Begley 114 HOSPIRA Joseph Brindisi 130 KYOWA PHARMACEUTICAL Bob Caprara 100 IMPACTRX Jay Carter 140 ABELSON TAYLOR Abbie Celniker 132 MILLENNIUM PHARMACEUTICALS Jack Cinquegrana 112 CHOATE, HALL & STEWART B. Eliot Cole 120 AMERICAN SOCIETY OF PAIN EDUCATORS Dennis Crowley 146 BRAND ENGINEERS John Damonti 98 BRISTOL-MYERS SQUIBB FOUNDATION Michael Dey 122 Viewpoint: WYETH Roch Doliveux 96 UCB Michael Durand 124 OGILVY PUBLIC RELATIONS WORLDWIDE Paul Edick 104 MEDPOINTE Matthew Emmens 94 SHIRE PHARMACEUTICALS Sander Flaum 140 FLAUM PARTNERS Jackie Herr 124 IGNITE HEALTH Kevin Hrusovsky 134 For Client Review Only. All Rights Reserved. Advanstar CommunicationsCALIPER LIFE Inc. SCIENCES 2005 InYour Earl Hulihan 128 MEDIDATA SOLUTIONS Robert Ingram 90 GLAXOSMITHKLINE Morris Laster 136 BIOLINE RX Diana Lloyd 112 CHOATE, HALL & STEWART Mike Luby 118 TARGETRX David Maola 142 DIA Lou Morris 144 Words LOUIS A. MORRIS & ASSOCIATES Pat Pesanello 140 BUSINESSEDGE SOLUTIONS Peter Pitts 112 MANNING SELVAGE & LEE Pharma leaders Charlene Prounis 144 FLASHPOINT MEDICA Jörg Reinhardt 110 (and Pharm Exec readers) NOVARTIS Brent Saunders 116 SCHERING-PLOUGH Alex Scott 102 reflect on the ideas EISAI Marsha Scott 138 PHASE FIVE COMMUNICATIONS and events that Steven Sembler 92 ROCHE Mark Senak 106 revolutionized the industry FLEISHMAN-HILLARD Catherine Angell Sohn 142 GLAXOSMITHKLINE Tom Teal 142 over the last quarter DIA Lenny Vicciardo 120 VENTIV PHARMA ANALYTICS Josh Weinstein 100 of a century—and JWEINSTEIN SM Roba Whiteley 147 TOGETHER RX ACCESS what to watch for Robin Winter-Sperry 92 SCIENTIFIC ADVANTAGE Joel Winterton 147 in the next 25. SET ENTERPRISES David Wood 96 For Client Review Only. All Rights Reserved. Advanstar CommunicationsINTERBRAND Inc. WOOD 2005 HEALTHCARE Susan Youdovin 126 » B&Y COMMUNICATIONS Stephen Zocchi 147 MODEL N PHARMACEUTICAL EXECUTIVE 90 Viewpoint A New Indication for Pharma Companies by Robert A. Ingram, vice chairman, pharmaceuticals, GlaxoSmithKline ertain moments are indelible. I remember the group’s efforts is the CEO Cancer Gold Standard, an ini- moment, many years ago, when I learned of an tiative through which employers promote risk reduc- 11-year-oldFor Client girl inReview Ohio diagnosed Only. All with Rights Reserved.tion—eliminating Advanstar tobacco Communications use, improving nutrition, Inc. 2005 osteogenic sarcoma in her neck vertebrae. The increasing physical activity—and offer early detection nausea and vomiting from chemotherapy left and quality care for employees and their families. the little girl bedridden for days. Eating brought suffering, and dread of the next treat- Intervention Cment cycle brought tears. Not all disease is preventable, however, so viable Then the girl enrolled in a clinical trial of an investi- strategies must address how to rein in healthcare spend- gational anti-emetic from GSK. Relieved of her nausea ing when people get sick. The principles of effective and vomiting, chemotherapy no longer dominated her intervention are no mystery. But, they need more stri- life. Her energy, appetite, and spirits rebounded. dent support, like the Diabetes Ten City Challenge, a Never was our industry’s capacity to provide help program sponsored by the APhA Foundation with sup- and hope more striking to me. But our past accomplish- port from GSK, which establishes a voluntary health ments do not secure our future. All of the attributes benefit for employees and demonstrates that chronic dis- behind our success must now be directed to another ease can be managed more effectively and economically. challenge looming large: quality healthcare that is eco- If our industry sits on the sidelines, the benefits of our nomically sustainable. medicines will continue to be undermined. The current view of healthcare’s rising costs often Barriers to accessing healthcare operate at cross pur- overlooks that spending can be reduced by lowering the poses with effective intervention. Current measures to cost of chronic diseases, like diabetes, asthma, and car- drive down healthcare expenses, such as high diovascular disease. Roughly 75 percent of healthcare deductibles and increased co-pays, cause patients to spending goes toward treating people with chronic dis- delay seeking care or to take their medicines improperly. ease, according to the CDC. If we set our sights on Such near-term savings are illusory. chronic disease and employ sound prevention, interven- tion, and innovation measures, we can transform health- Innovation care into a state of quality, stability, and sustainability. Nor can healthcare’s medical, administrative, and economic challenges be solved by sacrificing R&D Prevention investment—the kind necessary for substantial innova- Disease prevention is easy to say and difficult to do. tion. Yet, we will do without these new tools and tech- Prevention is not a high enough priority. Data and com- nologies if the resources necessary for developing new mon sense tell us that it is cheaper to keep people well drugs are viewed as an expense that must be slashed. All than to treat them when they are sick. Yet, we’ve let a stakeholders, from policy maker to payer to patient, healthcare system evolve that is centered on treating the must appreciate that innovation simply will not happen sick, not keeping people well. The good news is that pre- if healthcare companies’ R&D funding disappears. venting diseaseFor is Clientgaining moreReview attention, Only. and All attention Rights Reserved.Some peopleAdvanstar know this Communications already. That 11-year-old Inc. 2005 is translating into action. cancer patient from Ohio has since graduated, landed a In 2001, I was honored by former President Bush’s job, and married. The life she enjoys is due in no small request to chair a group of chief executives to explore part to the chemotherapy that beat back cancer and a creative ways to combat cancer. The result of this medicine that made the chemotherapy tolerable. We’ve let a healthcare system evolve that is centered on treating the sick, not keeping people well. The good news is that preventing disease is gaining more attention. Photograph by Adam Auel Viewpoint From Sales Reps to Clinical For Client Review Only. All Rights Reserved. Advanstar CommunicationsResources Inc. 2005 by Robin L.Winter-Sperry edical science liaisons (MSLs) have undergone significant role changes since making their first Mappearance at Upjohn in the 1970s. At that time, MSLs were drawn from the ranks of specialized sales reps who provided practice-man- agement counsel to large group practices and educational pro- grams.Today,MSLs are strictly seg- regated from their sales colleagues and network with medical thought leaders. What caused the shift? Most notably,the 2002 guidance from A Changing the Office of the Inspector General, which ended the industry’s most egregious sales and marketing tac- World for Cancer tics. But changes in managed care and the appearance of new, increasingly complex products also One of the most satisfying aspects in seeing the landscape played a role. evolve during my 21 years in oncology derives from the Another less discussed develop- ment was the shift in research fund- simple fact that many cancer patients are living longer ing from academic centers and gov- and better lives today than ever before. This evolution is ernment to pharma, biotech, and medical device companies. In these a result of literally tens of thousands of people who have trials, MSLs play an unprecedented devoted their careers to advancing better therapies for role in identi- fying and cancer patients.For Client It’sReview truly Only. a remarkable All Rights Reserved. era for Advanstar oncology CommunicationsRobin Inc. L.Winter- 2005 building clini- Sperry,MD,is cal support for progress, and a profoundly rewarding experience. CEO of Scientific Advantage their com- Steven Sembler,Vice President of Oncology,Roche pany’s new medications. Photograph by Bill Bernstein Viewpoint The Rise of the Me-Too World Q&A with Matthew Emmens, CEO, Shire Pharmaceuticals What were the 1980s like in the pharma industry? God, it’s been a long time. I’ve been in this business for 33 years. Back in 1981, I was a district manager at Merck. It was a time when we startedFor Clientto see real Review advances Only. in the All Rights Reserved. Advanstar Communications Inc. 2005 science. But it was also the start of real com- petition. Prior to the ’80s, you pretty much had one drug per class, or maybe two for hypertension and arthritis. And now how many ACE inhibitors do we have? In this way, we’ve seen the rise of the me-too world. One could argue that it’s commoditization. I could never imagine this business becoming like the chemical business, but in some ways it is, with the products becoming more alike. Competition [was] so different back then [compared with] now, particularly in terms of the number of generics available today that are acceptable medications. You couldn’t practice modern medicine 25 years ago using generics—they were too out of date. What was it like to help build Astra Merck, an innovative venture at the time? Astra Merck was a blank sheet of paper. Roy Vagelos [then CEO of Merck] gave us license to rethink our approach to the busi- ness: how we could use teams and do away with hierachy, how we could distribute authority throughout the organization. What will the next 25 years bring? As I look five, 10, and 15 years ahead, I see, number one, that we can’t afford the medical bill. That there will be more pres- sure on pricing. And there will be a lack of willingness to pay for minor differences between drugs.For You’reClient seeing Review that now,Only. but All Rights Reserved. Advanstar Communications Inc. 2005 that will just increase even more. Photograph by John Halpern PHARMACEUTICAL EXECUTIVE 96 Viewpoint AUGUST 2006 www.pharmexec.com M&A or many pharma companies today, par- ticularly mid-sized companies, like UCB of Brussels, Belgium, the one I lead, it’s “eat or be eaten.” We choose to eat.