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 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 Editorial Director Peter Houston Tel. +44 1244 393 435 Editor Julian Upton Marketing Manager Sally Carron Associate Publisher Kevin McGeehan North American Sales Manager John J. Currid Sales Support Claire Rice Graphic Designer Ian Williams Production Director Jo Armstrong Repro Art Worker Alan James 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 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, click on Subscribe, & follow the prompts. To cancel your subscription or to order back issues, please email your request to, putting PEE in the subject line. Please quote your subscription number if you have it Non-qualified readers in Europe Readers outside Europe 1 year (8 issues) £100 £140 2 years (16 issues) £170 £240 Current issue: Back issue: £20 £35 Copyright ©2008. 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. 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

Table of Contents for the Digital Edition of Pharmaceutical Executive Europe - May 2008

Pharmaceutical Executive Europe - May 2008
From the Editor
News and Analysis
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