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The Scoop – Keys to Successful Drug Launch | Sharing Clinical Trial Data | YouTube for Kids March 19, 2014

Filed under: Corporate — CMI/Compas @ 4:12 pm

A new report by McKinsey shows that 2/3 of new drugs don’t meet expectations, so how to meet goals? The report explores the successful drug launches, lumping them into four categories: Go for gold – strongly differentiated from competitors in disease states with “high perceived burden”; Stand out from the crowd – slightly differentiated from competitors in well-established disease areas, Category creator – Gardasil is given as the example; and Market shaper – undifferentiated product in an unestablished disease area. Email me for a copy of the full report. Thanks VP Audience Strategy Taryn Tarantino for this story.

GSK led the charge in making clinical trial data more available to researchers, but others are joining the party in a big way, reports Ed Silverman for the Wall Street Journal. Roche, J&J, BI, Sanofi, Novartis and ViiV all get credit for pushing the data transparency envelope, but all are following different processes that work for them to get the job done. An expert Silverman interviews applauds the effort but says there’s still a lot of logistics that need to be worked out.

YouTube is looking into a special version for kids under age 10. I think this is brilliant, both as a marketer and as the parent of a 5 year old with asthma. Imagine – letting her watch Let It Go from Frozen (for the 8,000 time) and demos of kids like her correctly using an inhaler, without having to worry that she’ll click on some nasty adult content.

Google unveiled a look at its smart watches, and they look really nice … for men. Where’s the ladies’ wearables, dudes? Just embed it into a Louboutin and get it over with already.

A Forbes article reports that the biggest time and financial strain on doctors today is EHRs, and because adoption is basically required by the government, the only thing that can be done is an improvement in the technology surrounding the systems to make data input faster and easier.

Buzzword bingo is fun, but in honor of March Madness MediaPost has released the buzzword bracket. All the favorites are there – notice anything missing?

The Scoop is up for a MedAdNews Manny Award for Best Self Promotion Campaign – you can vote by clicking here: http://mannyawards.com/Vote (The voting deadline is today!)

-Carly Kuper, VP, Strategic Marketing & Corporate Communications
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