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The JFC Swing Tutorial is back, fully revised and updated to include the latest revisions to the JFC Swing API and the Java™ 2 platform. In this book, authors and Java experts Kathy Walrath, Mary Campione, Alison Huml, and Sharon Zakhour—working closely with the Sun Microsystems Swing team—explore the ins and outs of creating GUIs with Swing components.

This task-oriented, example-driven tutorial allows you to create user interfaces that work without change on multiple platforms, appearing and performing as well as or better than native interfaces. Leveraging the full power of the latest edition of the Java 2 platform, the authors bring the art of GUI creation to life with content new to this edition. This includes an easy-to-use tabbed reference section, new introductory chapters, and coverage of newer features such as JSpinner, JFormattedTextField, JProgressBar, mouse wheel support, the rearchitected focus subsystem, and improved support for drag and drop.

Coverage includes:

• Introductory material for developers getting started with Swing, including sections on basic components such as text fields, labels, and buttons, as well as on using images
• The latest advice from the Swing team about thread safety
• Advanced Swing material, including changing key bindings, manipulating the focus, using data models, and adding painting code that uses the powerful Java 2D™ API
• How-to discussions on using individual components and containers, including advanced components such as tables, trees, and text editors
• Over 150 complete, working code examples

For the novice or experienced Java developer looking to create robust, powerful, and visually stunning GUIs, The JFC Swing Tutorial, Second Edition, is an indispensable tutorial and reference.

• Sales Rank: #1099259 in Books
• Published on: 2004-03-05
• Original language: English
• Number of items: 1
• Dimensions: 9.10" h x 2.10" w x 7.30" l, 2.60 pounds
• Binding: Paperback
• 784 pages

Amazon.com Review
With the arrival of Sun's Swing/JFC classes, Java developers can create user interfaces that look great and perform just as well as "native" interfaces. The JFC Swing Tutorial: A Guide to Constructing GUIs provides a hard copy of Sun's popular online tutorial for Swing/JFC development. Its numerous code examples and clear presentation style make this title a fine choice for mastering the ins and outs of today's Swing.

Owing to its Web heritage, digestibility is perhaps this book's most notable feature. Short sections on virtually every topic in Swing programming help bring the reader up to speed with this UI library. Early sections look at getting started and the organization of classes in both applets and applications, as well as useful high-level classes like frames and scroll panes. When it comes to such basic Swing components as text, label, and image controls, Swing beginners will appreciate the concise description of each component along with necessary APIs. More advanced material, such as optimizing repainting of Swing controls and techniques for more efficient tables, will be useful to any Swing developer.

Most computer books use either code excerpts or full-length programs. For the main text of The JFC Swing Tutorial, short code examples are the norm, but with over 300 pages of complete programs in an appendix, this book will also please those who appreciate more complete examples.

Efficient and thorough, this book succeeds in making JFC/Swing enjoyable while imparting a good deal of necessary information. Armed with this book, any intermediate to advanced Java programmer can make sense of today's Swing with a minimum of effort. --Richard Dragan

Topics covered: JFC basics, compiling and running JFC programs, JFC applets and applications, pluggable look-and-feel options, layout managers, event listeners and event handling, graphics, images, animation and painting, threads, JComponent, frames and top-level containers, basic and advanced JFC components, tables, trees, models and custom editors, accessibility APIs, and converting code from AWT to JFC.

From the Inside Flap

This volume of The Java(TM) Tutorial tells you how to write GUIs that use the Java(TM) Foundation Classes (JFC) "Swing" components. You can use the information in this book both with the Java 2 platform (Standard Edition, v 1.2 and compatible versions) and with JDK(TM) 1.1 (with additional JFC 1.1 libraries).

The online form of The Java(TM) Tutorial has covered the Swing components since their first public early access release--Swing 0.2, which came out in July, 1997. Through the many early access releases, the Tutorial kept pace with API changes and additions. Readers and reviewers kept us on our toes, helping us improve each page tremendously. However, readers often requested a printed version of the online material. This book is that version. About This Book's Structure

The hyperlinked origins of this book may be evident as you read it. For instance, underlined phrases throughout this book mimic online links. A link to material within this book is followed by the appropriate page number. A link to material outside this book, such as to the JDK API documentation, is accompanied by a footnote that contains a URL. Other evidence of this book's online origin can be found on the first page of each lesson and major section, which provides the URL where the lesson or section can be found in the online Tutorial.

You might be wondering why we use the terms "trails" and "lessons." We know that people don't learn linearly. People learn by posing a problem, solving it, uncovering other problems, solving them, and learning information as the need arises. Our original vision for the online Tutorial was to encourage and enable this type of thinking and learning. We envisioned a mountain of ski trails, where at any junction, a reader could choose the most interesting or appropriate path at that time. But we also needed some sort of structure and organization, so we created a two-tiered hierarchy: trails at the top level and lessons within them. This book consists of the largest Tutorial trail, Creating a GUI with JFC/Swing. Acknowledgments

We would like to thank every member of the Swing project. They're a great team of people who do excellent work and are fun to be around. For help with general technical issues, we depended on two people. Hans Muller, the Swing project lead, provided not only reviews of individual sections, but also gave sound advice and help with overall issues. Amy Fowler reviewed individual sections and, as someone with broad knowledge of both the AWT and Swing, helped us to correctly describe such architectural features as graphics support.

Reviewers of individual how-to sections include Philip Milne, who gave masterful reviews of the table and list portions and supplied the sorter example. Georges Saab reviewed the menu- and action-related discussions. Scott Violet provided invaluable help with the text and tree pages. Jeff Dinkins reviewed several sections and also provided quality-of-life enhancements such as tile samples and miniature phone lists.

Earl Johnson and Peter Korn, from the accessibility team, gently prodded us into covering accessibility well. Their demos, coaching, and careful review of the accessibility section helped us improve it greatly.

It's always a pleasure working with Pat Chan, whose early review of this book helped us determine its scope and approach.

Other reviewers and Swing team members that we'd like to thank include Mike Albers, Tim Prinzing, Tom Santos, Steve Wilson, Rich Schiavi, Tom Ball, Jim Graham, and Hania Gajewska. Rick Levenson, the original manager of the Swing project, was very supportive. We look forward to working with the new manager, Howard Rosen.

Alison Huml performed production duties on this book, juggling coursework, paid work, RSI, and a household move. Without her, this book wouldn't exist. She also drew most of the pictures in this book, with the exception of the cartoony ones, which were drawn by Kathy's sweetheart Nathan.

Jennifer Ball helped us at crucial points, doing such tasks as checking API tables and code snippets, and converting graphics examples.

Lisa Friendly, our manager and series editor, gave us the freedom and support necessary to do our work--and enjoy it. Stans Kleijnen and Jon Kannegaard, respectively the director of product engineering and the vice president of the Java platform, also contributed to an atmosphere that let everyone do their best.

We'd also like to thank the team at Addison-Wesley: Mike Hendrickson, Sarah Weaver, Evelyn Pyle, Jacquelyn Young, Marina Lang, and Julie DeBaggis. They've been a pleasure to work with.

Finally, thank you to our readers.

0201433214P04062001

From the Back Cover

The JFC Swing Tutorial is back, fully revised and updated to include the latest revisions to the JFC Swing API and the Java™ 2 platform. In this book, authors and Java experts Kathy Walrath, Mary Campione, Alison Huml, and Sharon Zakhour—working closely with the Sun Microsystems Swing team—explore the ins and outs of creating GUIs with Swing components.

This task-oriented, example-driven tutorial allows you to create user interfaces that work without change on multiple platforms, appearing and performing as well as or better than native interfaces. Leveraging the full power of the latest edition of the Java 2 platform, the authors bring the art of GUI creation to life with content new to this edition. This includes an easy-to-use tabbed reference section, new introductory chapters, and coverage of newer features such as JSpinner, JFormattedTextField, JProgressBar, mouse wheel support, the rearchitected focus subsystem, and improved support for drag and drop.

Coverage includes:

• Introductory material for developers getting started with Swing, including sections on basic components such as text fields, labels, and buttons, as well as on using images
• The latest advice from the Swing team about thread safety
• Advanced Swing material, including changing key bindings, manipulating the focus, using data models, and adding painting code that uses the powerful Java 2D™ API
• How-to discussions on using individual components and containers, including advanced components such as tables, trees, and text editors
• Over 150 complete, working code examples

For the novice or experienced Java developer looking to create robust, powerful, and visually stunning GUIs, The JFC Swing Tutorial, Second Edition, is an indispensable tutorial and reference.

Most helpful customer reviews

29 of 30 people found the following review helpful.
A beter Swing "tutor" is hard to find
By Brian Bowman
It is clear to me that tutorial (i.e. an aide to "tutor") is what defines this book's purpose. While I agree with the other reviewer's comments about what this book lacks, I would like to complement the authors on what I believe is the greatest benefit of "The JFC Swing Tutorial". This is it seems that no matter problem I'm having with a particular aspect of Swing, this book gives me a "place to start" (isn't this what a tutor is for?). Yes, there are some gaps in its explanation of the Abstract/Default Table and TableColumn Model classes and some of the Event Handling material is too terse, etc.
However, time and time again, I've been in able to jump into this book "mid-trail" and wind up "on course" for solving a Swing-related problem. Some times the journey leads me to the constituent WEB Pages. Other times it's a trip into a JAVA IDE Debugger and/or a look at the javax.swing class soruce files. In any case this book has been the tutor I needed to learn Swing fundamentals and has led me to discover some advanced Swing features as well.

3 of 3 people found the following review helpful.
Not a good Swing guide
By Amazon Customer
I am extremely disappointed with this book. I thought that since this text was written by some of people responsible for the development of the java language that it would be very reliable. This is not so. There are some simple code errors - I found one in the second example in the text in their description of the GridLayout command. These kinds of errors will cause your code to not compile, and for a new learner makes learning difficult.
Further the code examples are usually incomplete and you will find yourself constantly going back and forth through the text in order to write a complete application. I mean that's good for a Dungeon and Dragon's book but not for an instructive text.
In closing, I will just say that this book is not a good investment for persons trying to become proficient in the art of swing programming.

0 of 0 people found the following review helpful.
Swing Tutorial in book form is worth the read
By John Holme
Well-written introduction to Swing, with lots of sample code. Swing isn't the latest and greatest, but if it's in your technology stack, this book really helps. The Swing tutorial is also available online for free, but if you like the old-fashioned book format, you should consider buying one.

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A complete course for first year engineering mathematics with Matlab integrated throughout the text.

• Sales Rank: #2141464 in Books
• Published on: 2007-10-07
• Original language: English
• Number of items: 1
• Dimensions: 9.68" h x 1.72" w x 7.44" l, 4.78 pounds
• Binding: Paperback
• 1128 pages

From the Back Cover

This book provides a complete course for first-year engineering mathematics. Whichever field of engineering you are studying, you will be most likely to require knowledge of the mathematics presented in this textbook. Taking a thorough approach, the authors put the concepts into an engineering context, so you can understand the relevance of mathematical techniques presented and gain a fuller appreciation of how to draw upon them throughout your studies.

Key features

• Comprehensive coverage of first-year engineering mathematics
• Fully worked examples and exercises provide relevance and reinforce the role of mathematics in the various branches of engineering

§         Excellent coverage of engineering applications

New to this edition

• More than 100 new worked examples

• Over 200 new exercises to help monitor progress with your learning and provide a more progressive level of difficulty
• Online ‘refresher units' covering topics you should have encountered at school but may not have used for some time

§         MATLAB and MAPLE fully integrated, showing you how these powerful tools can be used to support your work in mathematics

Professor Glyn James is Emeritus Professor within the Department of Mathematical Sciences at Coventry University, having previously been Dean of the School of Mathematical and Information Science.

As in previous editions he has drawn upon the knowledge and experience of his co-authors to provide an excellent revision of the book.

Most helpful customer reviews

7 of 7 people found the following review helpful.
A well-written book with a nice variety of applications, with some deficiencies
By One-Reader
This book's emphasis is on how to mathematically express and solve engineering problems. It is an appropriate text to learn about applying mathematics, but inappropriate for learning "pure mathematics". It is a well thought-out and organized work with many strong points, but also some weaknesses.

The strong points include: (1) an intuitive presentation of mathematical concepts which facilitates understanding, (2) the inclusion of numerous examples and solved problems in the text, (3) an easy and friendly informal style of presentation, (4) coverage of most of the important topics in basic engineering mathematics, (5) the good, but not excessive, use of meaningful graphics, and (6) discussion of the use of mathematical software to solve engineering problems. This later point is significant, as many engineering mathematics books ignore or only briefly mention the use of mathematical software.

Some may reasonably question the authors' choice of MATLAB, primarily a "number crunching" package, as the primary software, with an overlay of Maple commands. Although straight Maple may have been a better choice, the MATLAB presentations are generally easy to translate to Maple.

There are, however, a few issues that diminish the presentation :

Probably the most frustrating is the Exercises' problem descriptions. Problems are often presented with multiple parts. Unfortunately, each problem part is not identified by a separate letter or number. All problem parts are just run together in the statement of the problem. A better organized set of problem statements would be quite helpful.

The authors do not include learning objectives, as found in some other contemporary texts covering similar ground, e.g., Stroud's "Engineering Mathematics". Stroud's behavioral objective format is particularly helpful in identifying the skills readers should have developed after finishing a section. The inclusion of objectives would definitely benefit readers.

Most of the examples presented are easily solved by the reader from already provided material. However, the authors occasionally throw a curve, no mathematical pun intended, and present examples beyond the capability of most readers at this stage in their mathematical maturity. For example, the "packing problem" in the second chapter. Here the author provides answers without details of how these nontrivial solutions were obtained.

On a few occasions the authors' answers to Exercises are, arguably or demonstrably, incorrect. Continuing from the Chapter on functions:

An example of the former is when the authors present a problem of a road built x meters above rough terrain. In the solution set a value of -2 for the independent variable is presented as acceptable, resulting in a negative area. The authors explain that this would represent the "area of cutting". The authors' had just described how to identify the appropriate domain of a function. Thus, a better answer would be that for the problem as presented a value of -2 is not in the domain of the function. However, they could then show how to restate the problem with an extended domain and derive a different function to provide for both positive and negative values relative to the terrain's surface. In other cases, solutions are given without discussing important assumptions. In the "real world" making the correct assumptions is most often the key to getting appropriate answers.

An example of a demonstrably incorrect answer, is when the authors' present the function 1/[x(x-2)]. The authors state that this function is increasing on x < 1 and decreasing on x > 1. However, as the denominator of a fraction cannot be zero, this function is not defined at either x = 0 or x =2. Thus, the intervals in which the function is increasing or decreasing can be defined only for points where the function is defined. Thus for example, it should have been defined as increasing in the intervals (-infinity, 0) and (0, 1) , i.e., excluding the point x=0.

Occasionally the lack of a formal, as opposed to intuitive, definition may impede understanding. The presentation of a cusp would definitely have been improved by adding a formal definition which included the idea of a limiting tangent.

For US based readers, the occasional difference in language usage may cause a minor interruption in the presentation's flow, e.g., when the term standing charge is used in place of the more common US term fixed charge, etc.

Perhaps most importantly, the authors' references and guidance to the reader on the application of advanced mathematical software means that more realistic problems can be, and often are, presented. In many other engineering mathematics books, readers will generally find exercises designed to be easily, and sometime with more difficulty, solved by hand. However, in the real world many engineering problems do not have easy hand-derived solutions, and any solutions may be extremely difficult or impossible to find. In this sense, unexpected "tough problems", often requiring computer-derived solutions, are more realistic.

In conclusion: The major deficiencies here are the larger than expected number of misstatements and errors for a 4th edition, and the lack of clarity in the presentation of some concepts where only an informal definition is provided. Thus, this book would probably be a poor choice for independent study.

However, the references to mathematical software, along with the authors' easy writing style, applications of mathematics to a range of topics, and use of "bite-sized" sections, means this book is worth considering if you need a supplemental book to help enhance your basic grounding in engineering mathematics, or you seek a slightly less traditional presentation.

0 of 0 people found the following review helpful.
Awesome book
By Jerald Loo
Awesome book and has helped me in my preparation.

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• Sales Rank: #4295368 in Books
• Published on: 2002-11-11
• Binding: Paperback

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TABLE OF CONTENTS

Section 1: Assessment Documentation Guidelines
Section 2: General Assessment Documentation
Section 3: Neurological Assessment Documentation
Section 4: Respiratory Assessment Documentation
Section 5: Cardiovascular Assessment Documentation
Section 6: Gastrointestinal Assessment Documentation
Section 7: Genitourinary Assessment Documentation
Section 8: Integumentary Assessment Documentation
Section 9: Musculoskeletal Assessment Documentation
Section 10: Endocrine Assessment Documentation
Section 11: Eyes, Ears, Nose, Throat Assessment Documentation
Section 12: Hematologic Assessment Documentation
Section 13: Nutritional Assessment Documentation
Section 14: Psychosocial Assessment Documentation
Section 15: Infusion Assessment Documentation

• Sales Rank: #2457338 in Books
• Published on: 2015-05-28
• Original language: English
• Number of items: 1
• Dimensions: .0" h x .0" w x .0" l, .0 pounds
• Binding: Perfect Paperback
• 280 pages

About the Author

Barbara Acello, MS, RN, is an independent nurse consultant and educator. She has worked in long-term care for more than 30 years. In addition to owning and operating a school for nursing assistants, she helped write and develop mandatory state curricula for nurse aides and EMTs.

Lynn Riddle Brown, RN, BSN, CRNI, COS-C, of Roper St. Francis Home Care in Charleston, South Carolina, is a patient care coordinator and infusion nurse specialist. Previously, Brown practiced oncology nursing in Charlotte, North Carolina, for 10 years, holding positions as a floor nurse, inpatient hospice unit nurse, and charge nurse. During this time she held a certification in oncology nursing through the Oncology Nursing Society

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Groundbreaking and provocative, A Call to Action reframes the dialogue on healthcare and offers people a way out of the zero-sum, win-or-lose game they now encounter. Distilling more than 30 years of experience in global healthcare, McKinnell provides concrete action steps to build cost-effective, inclusive healthcare that he believes can extend millions of lives and save billions of dollars over the next generation. He addresses:

• A new, prevention-based approach to employee healthcare
• Why pharmaceutical companies have lost trust, and what they must do to regain it
• Why Americans pay more for prescription drugs than people in Canada and Europe
• How competition can spur the healthcare industry to improve services and contain prices
• How new technologies can reduce medical errors and improve the dialogues between patient and doctor
• How we might lose the race between the world’s most insidious virus and the world’s best researchers
• How we can take more responsibility for our health

McKinnell also assesses the global challenge of infectious disease, particularly the pandemic of HIV. He demonstrates why this pandemic –the worst in human history –is beyond the scope of governments acting alone —and how, even in the face of devastating global catastrophes, public-private partnerships can deliver real hope.

The healthcare crisis can be brought under control. Sick-care systems can be changed to put patiens over payers. In this book, McKinnell offers a compelling case for change, and a plan of action to make healthcare systems work for us and our children.

• Sales Rank: #871465 in Books
• Published on: 2005-04-21
• Original language: English
• Number of items: 1
• Dimensions: 9.10" h x .90" w x 6.30" l, 1.09 pounds
• Binding: Hardcover
• 256 pages

Review

"...an important read for anyone who strives to understand healthcare.” Jeffrey R. Immelt, Chairman and CEO, GE

"...“Healthcare in America is so expensive that businesses have often focused only on the cost of sickness, not on the value of health. Hank McKinnell deserves a lot of credit for starting the discussion.” --Mark R. Warner, Governor of Virginia

“Over three decades on the front lines of modern medicine have given Hank McKinnell a unique perspective on one of our nation’s greatest challenges.” Mitt Romney, Governor of Massachusetts

“In this book, Hank McKinnell calls for more investment in prevention, greater individual responsibility for one’s health, and deeper compassion for the poorest and sickest among us should be heard by everyone concerned with the world we’ll hand over to the next generation.” Tommy G. Thompson, Former Secretary, US Department of Health and Human Services

“In A Call to Action, Hank McKinnell offers a particularly compelling and provocative perspective on this vital subject. Policymakers and lay readers alike will be grateful for its many insights.” Kenneth I. Chenault, Chairman and CEO, AMEX

“Hank McKinnell has written a compelling, comprehensive and definitive strategy on how we can maximize individual and public health and spend our scarce resources far more wisely than we do today." Michael J. Critelli, Chairman and CEO, Pitney Bowes

(Amazon.com 2005-03-28)

From the Back Cover

“Is our healthcare system really in crisis?”

That’s a question Hank McKinnell, one of the world’s most influential coporate leaders, encounters every day. His answer may surprise you. While McKinnell agrees that there is a crisis, he doesn’t think the problem is with “healthcare”—rather, he asserts the crisis is in “sick-care.”

Healthcare systems around the world, McKinnell argues, are focused on sickness and its management rather than health. As a result, dialogue about how to sustain health now takes a back seat to arguments about cost—containing it, avoiding it, or shifting it to someone else. The result? A near-universal belief that healthcare is becoming unaffordable, fragmented, and impersonal. “Focusing only on the cost of care is looking at the healthcare problem though the worong end of the telescope,” says McKinnell, the chairman and CEO of Pfizer. “The real focus should be on the horrific cost of disease.” In America, the “sick-care” system delivers the world’s most sophisticated procedures, while skimping on vaccines, hampering the fight against AIDS, and intruding into one of life’s most personal relationships – doctor and patient.

About the Author

Hank A. McKinnell joined PfizerJapan in 1971 and, in 2001, was named as the twelfth chairman in Pfizer’s 156-year history. McKinnell’s illustrious career at Pfizer spans four decades and has brought him from a country manager position in pre-revolutionary Iran to leadership of the world’s largest pharmaceutical company. Along the way, he received accolades for both his leadership ability and business acumen. In 2003, McKinnell was honored with the United Nations Association of America's Global Leadership Award and, in 2004 he was counted among America's most powerful business leaders by Fortune magazine.

John Kador is the author and coauthor of ten business books, including the bestselling Net Ready.

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0 of 0 people found the following review helpful.
MEA CULPA BY A BIG PHARMA CEO
By PR
Pfizer's CEO, Dr. Hank McKinnell has written an astonishing book in which he admits that he doesn't always believe in what he's saying [11], that drugs from Canadian pharmacies are safe [69] and that high US drug prices have nothing to do with past R&D expenses [46]. He also writes that "perhaps pharmaceuticals represent too low a percentage of total healthcare spending" [45] and he calls for "price controls to be lifted" around the world [64], because "It is time for Canadians and others to pay their fair share." [65]. He also calls for a doubling of drug patent life [185] which would result in a drastic reduction of new, low-priced generic drugs.

Dr. McKinnell starts his book with the surprising confession that he doesn't always believe in what he's saying. "They listened to my logic, but I could tell they weren't convinced, and to tell you the truth, I wasn't either." [11]

He also doesn't shy away from embarrassing facts, "Branded drug prices are anywhere from 25-100 percent more expensive in the United States." [50] He even admits, "Drugs from Canadian pharmacies are as safe as drugs from pharmacies in the United States." [69]

But his impressive mea culpa doesn't stop there. He slams everyone who makes a connection between drug prices and R&D. "It's a fallacy to suggest that our industry, or any industry, prices a product to recapture the R&D budget spent in development." [46]

Finally, in an astonishing intellectual somersault, Dr. McKinnell claims that "price controls always make prices higher in the long run." [64] And since he wants to give people lower drug prices, by eliminating price controls, he writes, "Starting with pharmaceuticals, I call for price controls to be lifted in Canada and elsewhere." [64]

Dr. McKinnell ends his book with a wonderful quote by Gandhi, for those who desire change. "First they ignore you. Then they laugh at you. Then they fight you. Then you win." [193] Dr. McKinnell just doesn't realize that he has become "them."

Dr. Peter Rost is a Vice President of Marketing at Pfizer. The views expressed here are his own opinions.

[ ]: Page number in "A Call to Action."

12 of 24 people found the following review helpful.
Big Pharma's Mea Non Culpa
By John Mack
If you buy the book "A Call to Action" by Pfizer's CEO, Dr. Hank McKinnell, with the notion that you will learn what this pharma executive believes the industry should do to reform itself, you are in for a big surprise. Notwithstanding an Amazon.com review of the book written by Peter Rost -- Pfizer's whistleblowing, soon-to-be non-head of Pfizer's endocrine care marketing unit and "Pharma's Black Knight" -- in which McKinnell is described as making "an impressive mea culpa," this book is actually a mea non culpa!

I had reason to expect to see suggestions for changes in the way pharma operates because at the very beginning of the book (page 13), McKinnell said that "if Pfizer wanted a seat at the table where important healthcare solutions were being hammered out, we had to earn it by acting differently, partnering differently, and communicating differently." Unfortunately, the rest of the book does NOT carry through on this theme and focuses instead on how consumers, society, employers, managed care, and government need to act differently.

Before getting to the action items, McKinnell tries to answer the most important questions put to the industry by critics and the public. These questions are:

* Why are Prescription Medicines So Expensive?
* Why Does the Industry Do So Much Advertising?
* Why Do Americans Pay More Than Canadians for Drugs?

Unfortunately, McKinnell sticks to the standard pharma industry playbook except on one or two occasions where he seems to offer contrary opinions.

Why are Prescription medicines So Expensive? It turns out, according to McKinell, that drugs are not as expensive as you think (silly you!) and that branded drugs are cheaper than the alternative - the old "an ounce of prevention is worth more than a pound of cure" defense.

In essence, his argument is, drugs are not as expensive as you think, cheaper alternatives are soon available, and drug profits are good and well deserved.

I should acknowledge at least one refreshingly contrary view expressed by McKinnell: an admission that it is a "fallacy to suggest that our industry...prices a product to recapture the R&D budget spent in development." He suggests instead that it is "investors' confidence in the risk and rewards" that drives prices.

McKinnell takes exception to critics such as Senator Bill Frist who claim that "increased direct-to-consumer advertising has helped fuel escalating drug costs." McKinell, like PhRMA, insists that "studies show there's no correlation between prices or price increases and DTC advertising."

McKinnell cites a study done in 2001 by The National Institute for Health Care Management entitled "Prescription Drug Expenditures in 2000: The Upward Trend Continues." McKinnell claims that this study shows that the "average price of drugs that are advertised is lower than those that aren't." The report, however, concludes that the increase in prescription drug spending is due, in part, to "more aggressive marketing of prescription drugs to both doctors and consumers."

Why Does the Industry Do So Much Advertising? McKinnell wants us to believe that DTC advertising is really education (he prefers ro call it "DTC education"). This is not a new mantra. Johnson & Johnson Chief Executive William Weldon, for example, said in an address to PhRMA: "Our communication with patients should really be thought of as Direct to Consumer Education."

Why Do Americans Pay More Than Canadians for Drugs? To be honest, I didn't read this chapter. According to Peter Rost, "McKinnell ... admits that drugs from Canadian pharmacies are safe ...[and] that 'perhaps pharmaceuticals represent too low a percentage of total healthcare spending' and he calls for 'price controls to be lifted' around the world, because "It is time for Canadians and others to pay their fair share."

Chapter 13 is the chocolate nugget of the book. In this chapter McKinnell lists 10 actions that he believes should be taken to reform the healthcare system in the U.S. Only one action on the list, Reform Direct-to-Consumer Advertising, is an action item for the drug industry. All the others are the responsibility of individuals, society, employers, managed care, and governments, not the pharmaceutical industry. Coincidentally, at least six actions would either benefit the pharmaceutical industry in general or highlight specific Pfizer initiatives. Rather than focus on these - you can read more about it in the Summer 2005 issue of Pharma Marketing News - I'd like to focus on Mickinnell's suggestions for reforming DTC.

Reform Direct-to-Consumer Advertising
This is the one action item mentioned in the book that applies directly to the pharmaceutical industry and can be said to require a change in the way it does business. Here's what McKinnel recommends for DTC:

* Improve communications about risk
* Provide information about alternative therapies available, including therapies that do not require a medicine
* Promote prevention and wellness, compliance with treatment regimens, and disease awareness
* Promote access to medicines and do a better job communicating about patient assistance programs
* Implement external oversight of DTC, including working with the FDA to get their views on advertisements before they are run

Mckinnell's action plan for DTC reform, however, does not go as far as some other emerging principles do. He does not suggest, for example, a 1-year moratorium on DTC for news drugs or to limit TV ads to the appropriate audience at the appropriate time of day (something that Congress may impose on ED ads). Both of these principles have been adopted by Bristol-Myers Squibb in its Direct-to-Consumer Communications Code. It should be noted, however, that McKinnell has said in another venue "No erectile dysfunction drug ads on television except for 10 pm to 6 am. I'm in favor of that." (Washingtonpost.com Viewpoint interview, 2004).

Needless to say, this book is not going to shake up the pharmaceutical industry nor does it offer much new defense against critics of the industry. It often sounds like an advertorial for Pfizer's programs. A Pfizer spokesman referred a reporter to McKinnell's book as the "best source" for the company's perspective on advertising. I wouldn't recommend it, however, as the best source for an action plan to reform drug advertising in general.

(...)

7 of 9 people found the following review helpful.
A Decent Book Raising Legitimate Questions
By Patrick
Like it or not, to discuss about the healthcare system this book raised some legitimate questions such as sick-care vs prevention-care, free riding on the global market, malpractice law suits, third party payment system, etc.

There are some industry and Pfizer PR stuffs in the book. Anyway, you cannot expect a current CEO of a company to suggest something that would hurt his company or industry. (By the way, Peter Rost seems to be an interesting exception. When he does this, you need to do some research on history and ask why.) Still Hank McKinnell discussed seriously about the overall structural loopholes and possible reforms of the system.

Don't simply blame the pharmaceutical industry as the only "bad" boy in the game. It's true that not everything the companies do seems "right" under the bright sunshine, but who does in capitalism? That's why the system is designed to have balances and checks, while money chasing is the ultimate incentive in the market and real life.

If you know fair amount of biomedical science, you understand how little we know and how difficult it is to develop a novel and really effective and safe treatment under current knowledge. Healthcare as a whole is a very large and complex system. Because of the sensitivity the system deals with, which is the length and quality of human lives, it is already under the toughest regulations among all industries.

If you are open to new ideas and want to seriously think about the healthcare, you may find this book useful to provide some perspectives.

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