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In our May issue:
FEATURES
Cover Story
 Pharm Exec's 2015 Brand of the Year
William Looney
We profile a product that has reversed expectations around listless product launch and revived the industry's reputation for startling breakthrough innovations.
Editorial
From Care to Cure
William Looney
The Brand of the Year is a game changer, but the big-picture impact will come down to how well the market aligns pricing, distribution, and access toward the broader goal of making sure that those patients who need the cure, get the cure.
Anticounterfeiting
 Fake Medicines, Real Solutions
Dave Campbell
Tactics pharma leaders can implement to stem the continued global threat of counterfeit drugs.
Marketing
 Multi-Ethnic Marketing: The Billion-Dollar Upside
 Steve Millerman
 Tapping into the fast-growing and lucrative “multicultural” segment requires new and more aggressive approaches to brand planning and consumer engagement.
Interview
 Pricing's Point Man
 William Looney
 Pharm Exec speaks to Ed Schoonveld, leading author and pricing expert, on what's new in the growing field of global market access.
ALSO IN THIS ISSUE
 Next Steps on HCV: Gilead's Four-Point Plan
William Looney
Gilead outlines its key access initiatives for its hepatitis C franchise.

 Cost and Coverage Challenges for Pharma
Jill Wechsler
Insurers and payers demand lower prices—along with quality and innovation.

Med Man: A New York Pharma Exec, 1960
Julian Upton
Inspired by TV's "Mad Men," Julian Upton puts himself into a 1960 executive's shoes to describe the "ethical pharma" industry of half a century ago.
 
WEBCASTS
New expensive treatments for hepatitis C infection: have US payers reached a tipping point?
Establishing Processes and Controls to Ensure an Inspection-ready TMF Every Day
Engineer Your Business to Win in the Mobile Selling Moment
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