NAI announces the first of a series of monthly columns on the pharmaceutical industry written by Rita E. Numerof, Ph.D., President, and published by eyeforpharma starting September 25, 2011.

In her ongoing column — called In the Eye of the Storm — Rita will examine the multitude of critical issues the pharma industry currently faces, and offer insights and solutions based on NAI’s extensive industry consulting experience.

Her first column, titled Pharma marketing and comparative effectiveness research, Rita explores the impact of healthcare reform, and how comparative effectiveness research will require pharmaceutical and medical device manufacturers to rethink key business decision-making processes.