Pharmaceutical Executive Europe - October 2007 - (Page 3) FROM THE EDITOR Challenges Old and New T his focus on international healthcare marketing looks at a rapidly changing industry from a variety of perspectives: technological, cultural, regulatory and managerial. The ‘white heat’ of technology, of course, constantly fuels new ways of approaching the subject of communicating healthcare messages internationally, but that doesn’t mean that the age-old challenges, such as how to cross cultural boundaries, have been successfully overcome. Indeed, the technological is informing the cultural — and vice versa. Online bloggers, for example, are spreading word of their own healthcare experiences far and wide, and with great influence, and patients from the remotest regions of the world are now able to access the same, up-to-date information as their counterparts in modern urban environments. In the face of everstronger consumers, in ever-expanding numbers, on every continent, the task of the healthcare marketer remains as arduous as ever. In addition, as markets such as India and China continue to gain a strong foothold on the world economy, the ongoing cultural differences between the East and West need to be more widely and more sensitively understood, as more and more Western companies prepare to do business with their Asian colleagues. These countries may be modernising at a staggering rate, but their long-standing business customs still need to be observed. This collection of insights and opinions, from industry experts with experience ranging from branding to policy-making, provides plenty of constructive advice for those engaged in formulating their communications strategies, as well as identifying the trends to come. Hopefully these fresh perspectives will help your company rise to the communications challenges of the 21st century. Group Publisher Dean Graimes Tel. +44 1244 393 408 dgraimes@advanstar.com Editorial Director David Hills Tel. +44 1244 393 256 dhills@advanstar.com Editor Julian Upton jupton@advanstar.com Assistant Editor Victoria Farrell vfarrell@advanstar.com Marketing Manager Sally Carron scarron@advanstar.com Associate Publisher Kevin McGeehan Tel. +44 208 956 2761 kmcgeehan@advanstar.com Senior Sales Executive Richard Hodson rhodson@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. 641 Lexington Ave., 8th Floor New York, NY 10022-4503 Advanstar Communications Inc. President, Chief Executive Officer Joe Loggia Vice President, Finance & Chief Financial Officer Ted Alpert Vice President, Chief Marketing Officer Patricia Joseph Vice President, Chief Technology Officer Rick Treese Executive Vice President, Corporate Development Eric I. Lisman Vice President, Electronic Media Group Mike Alic Vice President, Market Development & Licensing Group Georgiann DeCenzo Vice President, Media Operations Francis Heid Vice President, Human Resources Nancy Nugent Vice President, Treasurer & Controller Adele D. Hartwick Vice President, General Counsel Ward D. Hewins Executive Vice President, Healthcare & Pharma/Science Group Steve Morris Subscribe online at www.pharmexeceurope.com Pharmaceutical Executive Advancing business leadership Pharmaceutical Executive Europe provides industry intelligence so senior managers in the European pharmaceutical community can gain competitive advantage. PEE interprets the dynamic challenges the industry faces by analyzing Julian Upton jupton@advanstar.com breaking news and providing timely, forward-thinking insights into the profession’s business and management strategy and practices. Copyright ©2007. Advanstar Communications (UK) Ltd. All rights reserved. No part of this publication may be reproduced in any material form (including photocopying or storing it in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright owner except in accordance with the provisions of the Copyright, Designs & Patents Act (UK) 1988 or under the terms of a licence issued by the Copyright Licensing Agency, 90 Tottenham Court Road, London W1P 0LP, UK. Applications for the copyright owner’s permission to reproduce any part of this publication should be forwarded in writing to Permissions Dept, Advanstar Communications (UK) Ltd, Advanstar House, Park West, Sealand Road, Chester CH1 4RN, UK. Warning: The doing of an unauthorized act in relation to a copyright work may result in both a civil claim for damages and criminal prosecution. www.pharmexeceurope.com 3 http://www.pharmexeceurope.com http://www.pharmexeceurope.com
Table of Contents Feed for the Digital Edition of Pharmaceutical Executive Europe - October 2007 Contents The Brand Exchange Focused and Flexible Making A Global Vision Work Leading the Way The OnlineConsumer Wired to the Future Co-ordinate Your Communications In the Public Interest Seek First to Understand Pharmaceutical Executive Europe - October 2007 Pharmaceutical Executive Europe - October 2007 - (Page 1) Pharmaceutical Executive Europe - October 2007 - Contents (Page 2) Pharmaceutical Executive Europe - October 2007 - Contents (Page 3) Pharmaceutical Executive Europe - October 2007 - The Brand Exchange (Page 4) Pharmaceutical Executive Europe - October 2007 - The Brand Exchange (Page 5) Pharmaceutical Executive Europe - October 2007 - Focused and Flexible (Page 6) Pharmaceutical Executive Europe - October 2007 - Focused and Flexible (Page 7) Pharmaceutical Executive Europe - October 2007 - Making A Global Vision Work (Page 8) Pharmaceutical Executive Europe - October 2007 - Making A Global Vision Work (Page 9) Pharmaceutical Executive Europe - October 2007 - Leading the Way (Page 10) Pharmaceutical Executive Europe - October 2007 - Leading the Way (Page 11) Pharmaceutical Executive Europe - October 2007 - The OnlineConsumer (Page 12) Pharmaceutical Executive Europe - October 2007 - The OnlineConsumer (Page 13) Pharmaceutical Executive Europe - October 2007 - Wired to the Future (Page 14) Pharmaceutical Executive Europe - October 2007 - Co-ordinate Your Communications (Page 15) Pharmaceutical Executive Europe - October 2007 - Co-ordinate Your Communications (Page 16) Pharmaceutical Executive Europe - October 2007 - In the Public Interest (Page 17) Pharmaceutical Executive Europe - October 2007 - In the Public Interest (Page 18) Pharmaceutical Executive Europe - October 2007 - Seek First to Understand (Page 19) Pharmaceutical Executive Europe - October 2007 - Seek First to Understand (Page 20)
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