MORRIS PLAINS, NJ, February 27, 2010
/24-7PressRelease/ -- Skila, a leading provider of knowledge agility and stakeholder collaboration management solutions has four of its experts featured in Volume 10.1 of the Journal of Medical Marketing. "Pricing, Market Access and the Return of Reality" is the title of the latest volume of the prominent peer-reviewed Journal of Medical Marketing.
"The focus of the issue is market access and the 'fourth hurdle' of medical marketing, 'the idea that in addition to safety, quality and efficacy, new products have also to be cost effective'," says Brian D. Smith, Editor of the Journal of Medical Marketing. "This collection of papers demonstrate how in the future, once 'the nature and mechanism of the fourth hurdle has resolved into something that is fairly standard and well understood across markets and geographies, jumping the fourth hurdle to gain market access will become' a standard approach."
Volume 10.1 of the Journal of Medical Marketing assembles a global collection of papers that truly encompass the issues faced by life science organizations as they look to price products and communicate the value of their products to payers.
"This issue explores how activities can be integrated into the product discovery and development process that will lead to healthcare budgets that are value led, says Susan Dorfman, VP Global Marketing, Product Innovation and Alliances, Skila.
Four of Skila's experts are featured in the Journal of Medical Marketing this quarter. Patricia Pesanello, Director of Strategic Advisory, Gareth Thomas, Vice President, Head of Europe and Simon Mason, COO of Skila collaborated on an article "Market access, are you really ready?" and Susan Dorfman, VP Global Marketing, Product Innovation and Alliances is the guest editor of the publication.
The paper, by Patricia Pesanello, Gareth Thomas and Simon Mason, appropriately focuses on the need for customer intelligence and market knowledge in preparing for market access; it reports an interesting survey of Market Access Managers.
"Our study found a considerable readiness gap among those firms surveyed," says Pat Pesanello, Director Strategic Advisory, Skila. "We were able to uncover that factors critical to market access success call for a high degree of customer intelligence and cross-functional coordination within the company. Sharing of information both across the company and with the 'new 'customer is pivotal. There is a variability of readiness across fundamental operational factors including: people, information and knowledge, organization, performance management, process and technology. Survey findings, discussed in the paper, describe the critical and priority practices that life science organizations should establish and maintain for market access readiness."
About The Journal of Medical Marketing
The Journal of Medical Marketing aims to facilitate excellence in marketing and strategic management in the pharmaceutical, medical device, diagnostic and other markets in which the customer is a clinician or related professional. Every quarter the Journal contains a range of peer-reviewed papers, including both practitioner studies and leading edge academic research, covering the breadth of the industry. The Journal also provides expert analysis of the changes taking place in the global medical market, and reviews the latest market research reports available in all three industry sectors.
To access the article at JMM visit:
http://www.palgrave-journals.com/jmm/journal/v10/n1/index.html
About Skila
Skila is a global technology and services company specializing in knowledge and effectiveness solutions for the healthcare industry. Skila's solutions address the broad needs of global marketing, medical, market access, executive and alliance management teams. These solutions include a unique methodology, robust technology and key continuous services for effectively managing global product launches, key opinion leader relationships, market access / managed care, business performance, competitive intelligence, and key partnerships and alliances.
Having developed strong relationships with a broad number of global Pharmaceutical companies, Skila's solutions have been deployed in 61 countries, supporting numerous global brands and over 10 million user interactions. Skila's long-standing commitment and understanding of customers' needs has resulted in the long-term growth and adoption of our methodology, technology and continuous services as the business platform of choice for many of our clients. To learn more about Skila visit our website at http://www.skila.com.
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