Pharmaceutical Executive Europe - May 2008 - (Page 4) 4 From the Editor May 2008 Pharmaceutical Executive Europe Pharmaceutical Executive Advancing business leadership Help the Aged I t’s funny, although not amusingly so, how advances in medicine allow us all to live a lot longer, while society in general, at least in the UK, appears to regard the very elderly as something of a nuisance. This was brought home to me acutely recently when my grandmother, who is 90, suffered a minor heart attack. She has been battling various ailments, not least arthritis, for ten years. Every morning she took a cocktail of drugs, including aspirin, alendronic acid, bendroflumethiazide and some ominous looking black pills, the purpose of which she was never too certain of herself. She added to this a rather copious intake of paracetamol for the arthritic pain. Living alone, there was no-one around to help her ‘remain compliant’ with these treatments. I couldn't deny her life was getting more and more difficult; she seemed increasingly depressed, and she talked of the arthritic pain often. It wasn't until her heart attack that I discovered she’d been prescribed co-codomol as a replacement for the increasingly ineffectual paracetamol. Her sketchy approach to compliance continued: before long she’d taken far too many. In hospital, there was no room on the ward for her, so her bed remained in the corridor for most of the first day. As her next-of-kin, I knew that to pay for her inevitable residential care I would have to use all of her savings and sell her house. As I pondered this I read in the newspapers about the growing problem of elder financial abuse, 'middle aged children' swindling elderly parents out of property and savings. As the population advances in age, as the drugs we take keep us alive and battle the effects of the encroaching years, it seems as if everything else is conspiring to break down our dignity: the healthcare system, the social services, our own families. Perhaps if these and other ‘stakeholders in society’ could look after the older generation as effectively as the medicines do, we could actually look forward to old age instead of fearing it. Amazingly, my grandmother pulled through. She's fit to come home now, with a 'package of care' to make sure she's keeping on top of Julian Upton her various medications. It only took jupton@advanstar.com a brush with death to achieve it. Pharmaceutical Executive Europe provides industry intelligence so managers in the European pharmaceutical community can advance their business, management and marketing practices to gain competitive advantage. PEE interprets the current and future challenges the industry faces and enables pharmaceutical professionals to overcome them with cost-effective, time-saving solutions. Group Publisher Andy Davies Tel. +44 1244 393 408 adavies@advanstar.com Editorial Director Peter Houston Tel. +44 1244 393 435 phouston@advanstar.com Editor Julian Upton jupton@advanstar.com Marketing Manager Sally Carron scarron@advanstar.com Associate Publisher Kevin McGeehan kmcgeehan@advanstar.com North American Sales Manager John J. Currid jcurrid@advanstar.com Sales Support Claire Rice crice@advanstar.com Graphic Designer Ian Williams iwilliams@advanstar.com Production Director Jo Armstrong jarmstrong@advanstar.com Repro Art Worker Alan James ajames@advanstar.com Advanstar Communications (U.K.) Ltd Managing Director Helen Gardner Corporate Office Advanstar Communications Inc. 7500 Old Oak Boulevard Cleveland OH 44130, USA Advanstar Communications Inc. Chief Executive Officer Joseph Loggia Chief Financial Officer Theodore S. Alpert Chief Marketing Officer Patricia Joseph Executive VP, Corporate Development Eric I. Lisman VP, Treasurer & Controller Shelbie O’Brien VP, Publishing Operations Francis Heid VP, Human Resources Nancy Nugent VP, Chief Technology Officer Rick Treese VP, Marketing & Communications Georgiann Decenzo VP, General Counsel Ward Hewins Subscribe online at www.pharmexeceurope.com Pharmaceutical Executive Europe is free to qualified subscribers in Europe. To apply for a free subscription, or to change your name or address, go to www.pharmexeceurope.com, click on Subscribe, & follow the prompts. To cancel your subscription or to order back issues, please email your request to magazines@superfill.com, putting PEE in the subject line. 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Editorial Advisory Board Pharmaceutical Executive Europe’s Editorial Advisory Board (EAB) is a distinguished group of specialists who represent various facets of the pharmaceutical industry. EAB members suggest article subjects relevant to the industry, review article manuscripts, participate in events and answer questions as they arise. Executive/Strategy David Barratt CEO, Euro RSCG Life UK Dr Brian Smith Visiting Fellow, Open University and CEO, Pragmedic Medical Education Peter George CEO, Penn Pharmaceutical Services CSR Francis P. Crawley Executive Director Good Clinical Alliance Practice, Europe Branding Rebecca Robins Global Marketing Director, Interbrand Healthcare Clinical Trials Nathan Waller Director, Account Management, PAREXEL International Information Management Biopartnering Gerhard Symons Doctoral Researcher, Tanaka Business School, Imperial College, London George Laszlo Managing Director Laszlo Consulting Business/Marketing Keith Allan Head of Global Product Advocacy, Novartis Pharma Supply Chain Julian Mount Senior Director, Head of European Trade, Pfizer http://www.pharmexeceurope.com http://www.pharmexeceurope.com
Table of Contents Feed for the Digital Edition of Pharmaceutical Executive Europe - May 2008 Pharmaceutical Executive Europe - May 2008 Contents From the Editor News and Analysis Calendar Rising in the East Use Your Strategic Discretion A Blueprint for Success Market Access and the Patient Activating Effective Product Differentiation What Doctors Want IC Success in Four Steps Pharmaceutical Executive Europe - May 2008 Pharmaceutical Executive Europe - May 2008 - (Page Bellyband1) Pharmaceutical Executive Europe - May 2008 - (Page Bellyband2) Pharmaceutical Executive Europe - May 2008 - Pharmaceutical Executive Europe - May 2008 (Page Cover1) Pharmaceutical Executive Europe - May 2008 - Pharmaceutical Executive Europe - May 2008 (Page Cover2) Pharmaceutical Executive Europe - May 2008 - Contents (Page 3) Pharmaceutical Executive Europe - May 2008 - From the Editor (Page 4) Pharmaceutical Executive Europe - May 2008 - From the Editor (Page 5) Pharmaceutical Executive Europe - May 2008 - News and Analysis (Page 6) Pharmaceutical Executive Europe - May 2008 - News and Analysis (Page 7) Pharmaceutical Executive Europe - May 2008 - Calendar (Page 8) Pharmaceutical Executive Europe - May 2008 - Calendar (Page 9) Pharmaceutical Executive Europe - May 2008 - Calendar (Page 10) Pharmaceutical Executive Europe - May 2008 - Calendar (Page 11) Pharmaceutical Executive Europe - May 2008 - Rising in the East (Page 12) Pharmaceutical Executive Europe - May 2008 - Rising in the East (Page 13) Pharmaceutical Executive Europe - May 2008 - Use Your Strategic Discretion (Page 14) Pharmaceutical Executive Europe - May 2008 - Use Your Strategic Discretion (Page 15) Pharmaceutical Executive Europe - May 2008 - A Blueprint for Success (Page 16) Pharmaceutical Executive Europe - May 2008 - A Blueprint for Success (Page 17) Pharmaceutical Executive Europe - May 2008 - Market Access and the Patient (Page 18) Pharmaceutical Executive Europe - May 2008 - Market Access and the Patient (Page 19) Pharmaceutical Executive Europe - May 2008 - Market Access and the Patient (Page 20) Pharmaceutical Executive Europe - May 2008 - Market Access and the Patient (Page 21) Pharmaceutical Executive Europe - May 2008 - Activating Effective Product Differentiation (Page 22) Pharmaceutical Executive Europe - May 2008 - Activating Effective Product Differentiation (Page 23) Pharmaceutical Executive Europe - May 2008 - Activating Effective Product Differentiation (Page 24) Pharmaceutical Executive Europe - May 2008 - What Doctors Want (Page 25) Pharmaceutical Executive Europe - May 2008 - What Doctors Want (Page 26) Pharmaceutical Executive Europe - May 2008 - What Doctors Want (Page 27) Pharmaceutical Executive Europe - May 2008 - IC Success in Four Steps (Page 28) Pharmaceutical Executive Europe - May 2008 - IC Success in Four Steps (Page 29) Pharmaceutical Executive Europe - May 2008 - IC Success in Four Steps (Page 30)
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