PharmaVOICE - 
October 2016
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In Every Issue
Letter from the Editor
Clinical Data in Real Time The number of clinical trials [...]
By

Taren Grom, Editor

Upfront
Industry at Large BMS Employees Cycle Coast to Coast to [...]
By

PharmaVOICE Staff

Innovator’s Corner
A New Era for “Bubble Boy” Disease Sven Kili, M.D., [...]
By

Sven Kili, M.D., Head of Gene Therapy Development, GlaxoSmithKline

mHealth
Novartis Niji System May Provide Earlier Diagnosis of Severe Allergic [...]
By

PharmaVOICE Staff

Pharma Trax
High-value Specialty Medicines are Driving Growth in the Generics Market [...]
By

PharmaVOICE Staff

Tools of the Trade
Medidata Introduces Payment Technology for Clinical Trial Sites  Trending Now:  [...]
By

PharmaVOICE Staff

What’s New
Biomedical Literature Product Released Trending now: AI Platform Forms Basis [...]
By

PharmaVOICE Staff

The Calendar
Coming Attractions The Global Site Solutions Summit, produced by the [...]
By

PharmaVOICE Staff

Talent Pool
Pharma pool John Demaree Astellas Promotes VP of Oncology Marketing [...]
By

PharmaVOICE Staff

Last Word
Providing Global Access Isabel Torres, Global Head, Access to Medicines [...]
By

Isabel Torres, Global Head, Access to Medicines Initiative, Takeda

On The Cover

mHealth in Clinical Research
Mobile technology could revolutionize clinical research. Sensors, wearable devices, and mobile apps have the potential to offer pharmaceutical sponsors access to patient data that complement existing data and provide a more complete view of safety and efficacy. The number of U.S. consumers who use wearables and mobile apps for managing their health has doubled in [...]
By

Denise Myshko

Features

The Specialty Drug Market
As specialty drugs continue to earn a greater share of the pharmaceutical market, marketing, sales, and key opinion leader (KOL) professionals are faced with addressing market access issues, while needing to create an attractive value proposition for physicians.  Going forward, these roles will expand to include responsibilities related to education, reimbursement knowledge, and services that [...]
By

Robin Robinson

Advertising to the Masses
Earlier this year, eMarketer predicted that digital ad spending across all industries would surpass TV for the first time in 2017. Overall, TV ad spending will total .01 billion, or 35.8% of total media ad spending; digital ad spending in 2017 will equal .37 billion, or 38.4% of total ad spending. But these rising digital [...]
By

Robin Robinson

The Evolution of Patient Communities
Patient and community outreach have changed over the last decade. Patient organizations and pharmaceutical companies have been building communities, especially online communities of patients, because they recognize the opportunity to provide support and information exchange. Social media has had a huge impact on patient communities. Patients use the Internet and social media as a way [...]
By

Denise Myshko

French Connection: Picture of an Evolving Market
France is the second-largest European market and one of the world’s largest consumers of pharmaceutical products. The French pharmaceutical industry grew by 17.9% between 2000 and 2010, compared with growth of 6.1% in the manufacturing sector. This performance can be explained by solid scientific, industrial and economic advantages, and by the dynamism of its players [...]
By

Kim Ribbink

SHOWCASE FEATURE: Patient Solutions: Patients Are No Longer Patient for Solutions
Over the past few years, the term patient-centric has been used so frequently that it almost has no meaning. But despite the centricity over the concept, the strategy of putting patients squarely in the middle of what the industry is doing and where it needs to go is sound. In parallel, the concept of patient [...]
By

Taren Grom, Editor

Helping Patients Help Themselves
One of the biggest challenges in healthcare begins the moment a patient steps out of the doctor’s office or clinic. Suddenly, that individual assumes the bulk of responsibility for managing his or her condition on a daily basis — day after day, good mood or bad, on vacations, at work and at home. Managing a [...]
By

Jennifer Sigaud, Managing Director, Us, Atlantis Healthcare

Creating a More Efficient, Effective, and Easier Model for Patient Care
It’s a challenge that continues to keep many pharmaceutical leaders up at night: how to advance patient-oriented programs in an industry addicted to the use of middlemen. A myriad of players, including PBMs (pharmacy benefit managers), wholesalers, specialty pharmacies, and other “hub” service companies are focused on disparate priorities often rife with inherent conflicts of [...]
By

Marie Lamont, Business Unit President, Patient Services, Dohmen Life Science Services

Addressing Whole Patient Needs: A New Model for Pharma
In today’s healthcare environment, there is more pressure to deliver optimal patient outcomes with greater efficiency. Traditional marketing approaches that rely on messaging to promote patient acceptance of therapy and adherence are not enough to drive real-world impact. To stay relevant, the pharmaceutical industry needs to find ways to deliver solutions that go beyond driving [...]
By

Jessica Brueggeman, Senior VP, Health Behavior Group, MicroMass Communications, Inc.

No “Patients,” But People
Finding Inspiration on Customer-Centric Marketing From Other Walks of Life Let’s not be healthcare marketers for a moment. Let’s be us: men, women, parents, grandparents, grandchildren, children, aunts, uncles, even pet parents. Sometimes we get sick. Our loved ones may suffer a heart attack. Alzheimer’s. Osteoporosis. RA. Cancer. Our employer-sponsored healthcare plans have higher deductibles, [...]
By

Johanna Skilling, Executive VP, Director of Planning, US, Ogilvy CommonHealth Worldwide

Personal Patient Connections Generate Real-world Results
In today’s plugged in, non-stop digital world, pharma brands are finding that helping patients create a personal, ongoing connection with a healthcare professional is a core catalyst for adherence to therapy, a more satisfying patient journey, brand loyalty, and — ultimately — improved patient outcomes. Mounting evidence supports the value of a personalized, patient-focused approach, [...]
By

Abigail Mallon, Senior VP, Innovation and Strategy, VMS BioMarketing and Jamie Burks, Portfolio Patient Solutions, UCB

SHOWCASE FEATURE: Supply Chain: The Pharma Supply Chain
The pharmaceutical supply chain is a complex system through which prescription medicines, biologics, and devices are delivered to patients. The Kaiser Family Foundation lays out the distribution channel as such: products originate in manufacturing sites, they are then transferred to wholesale distributors. These products are then stocked at retail, mail-order, and other types of pharmacies. [...]
By

Taren Grom, Editor

Key Questions to Ask When making Critical Channel Decisions
As the process of bringing new products to market has become increasingly complex, so too have decisions around distribution and channel strategy. When thinking about how to get products into the hands of providers and patients in the right place and at the right time, pharmaceutical companies have a myriad of options to consider beyond [...]
By

Jennifer Fillman, VP and General Manager, Specialty Services, Cardinal Health Specialty Solutions

Speak Out
Including the Elderly in Clinical Trials: A Challenge for the Ages, Solutions for Today Provided by: Artcraft Health Written by: Allison Musante, ELS Allison Musante is a copywriter and editor at Artcraft Health, a full-service health education and marketing communications agency. She has served at the helm of two peer-reviewed journals of the American Geriatrics [...]
By

Allison Musante, Copywriter and Editor, Artcraft Health

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