PharmaVOICE - 
Nov./Dec. 2012
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In Every Issue
Talent Pool
Talent Pool executive appointments and promotions in the healthcare industry [...]
By

Carolyn Gretton

On the Calendar
The Calendar Industry Events and Conferences, including SPECIAL DISCOUNTS Coming [...]
By

Taren Grom, Editor

Tools of the Trade
Enlight’s Knode Partners with AstraZeneca Trend: Knode is working with [...]
By

Carolyn Gretton

What’s New
Trend: The adoption of digital platforms for gathering and consuming [...]
By

Carolyn Gretton

UpFront
Awards… Honored by Working Mother Bayer has been recognized by [...]
By

Taren Grom, Editor

Letter from the Editor
Volume 12 • Number 10 Publisher Lisa Banket Editor Taren [...]
By

Taren Grom, Editor

On The Cover

The Year Ahead: Forging New Paths
Forging New Paths Ever-changing market dynamics will create an industry that is unlike the one we have today. 2013 promises to be as tumultuous as 2012, as the industry looks to contend with the political ping-pong ball that is healthcare. Faced with myriad internal and external pressures, life-sciences companies of all types and sizes will [...]
By

Denise Myshko

Features

Embedded Systems
If someone would have told you as recently as three years ago that you would be using your smartphone as much as your laptop, you might have dismissed them. The same would be true of someone telling you that you would be using a 10-inch screen with no keyboard as your only home computer, but [...]
By

Chris Cullmann, Vice President, Digital Strategy, Ogilvy CommonHealth Interactive Marketing, part of Ogilvy CommonHealth Worldwide

The Paradox of the Fanny Pack
Remember when — oh, some 10 to 15 years ago — when we had multiple digital devices clipped to our belts? Certain people had so many things to carry, they strapped a fashionable fanny pack around their waist to contain all of these gadgets. At the time, we were amazed by these tiny digital devices [...]
By

Boris Kushkuley, PH.D., President, Ogilvy CommonHealth Interactive Marketing, part of Ogilvy CommonHealth Worldwide

Reshaping the Iron Triangle: Better Software Processes For Tomorrow’s Life-Sciences Technology
According to some estimates, technology is advancing at a pace of 5 million new ideas/inventions per second. As new platforms and terms such as SaaS, Big Data, and cloud abound, there is exponentially increasing pressure for software producers and consumers to keep up with the latest use of software applications, mobile apps, or toolsets for [...]
By

Chris Middleton, Vice President, Technology, MMG

Understanding Protocol Complexity Produces More Accurate Investigator Site Budgets
Protocol complexity metric, also known as site work effort (SWE), measures the effort required by site staff to implement the procedures in a clinical trial protocol. This metric is based on the amount of time that it takes for the investigative site to perform a procedure called for in the protocol and the skill level [...]
By

Frank Cattie, VP Trial Planning Solutions, Medidata Solutions

The 6 Keys to Effective e-Detailing: Optimizing the IPAD Experience With Closed-Loop Marketing
There has never been a better time to evolve our pharmaceutical sales model beyond the typical rep/physician interaction. Studies show that in-person sales visits are declining in effectiveness. The top 40 pharmaceutical companies in the United States employ about 80,000 sales reps — doubling since 1996 — but prescribing growth over the same period is [...]
By

Erin Byrne, Managing Partner, Chief Engagement Officer, GHG

Marketing Physicians Trust
In The Tipping Point, author Malcolm Gladwell said: “The most powerful selling of products and ideas takes place not marketer to consumer but consumer to consumer.” He couldn’t have been more on point. In fact, according to the latest Edelman Trust Barometer, only 20% of the people surveyed trust corporate and product advertising; instead, for [...]
By

Stephanie Brown, Interactive Strategy, FingerPaint Marketing

Think Differently. Connect Effectively.
Take a chance, but be cautious. Do something new, but hold on to what’s familiar. Spend less, but deliver big. Be an industry leader, but show me someone else who did it first. This is the balancing act that challenges many pharmaceutical marketers today. Here’s one answer: Cookie your target audiences, but give them total [...]
By

Robert Carmignani, Executive VP Sales & Marketing, eHealthcare Solutions

Find Your Target Audiences and Connect With Them
Healthcare professionals and health consumers are using digital channels more than ever before, and the medium’s popularity continues to grow each day. Pharma marketers want to connect with these audiences and are having increasing difficulty doing so as media fragments. A critical disconnect is that pharma’s commitment to digital programs within their marketing mix is [...]
By

R.J. Lewis, President and CEO, eHealthcare Solutions

SHOWCASE FEATURE: E-Solutions: E-Solutions On The Move
The fast and furious adoption of smartphones and tablet computers has created a need for more mobile, flexible e-solutions across all functions of the life-sciences enterprise. Findings from Kalorama Information’s recent report, Market for Mobile Medical Apps, valued the market for mobile medical apps at about 0 million in 2011. Despite accounting for just 1% [...]
By

Carolyn Gretton

Experts: Thought Leaders
Mike Ackermann, Ph.D. Senior VP, Global Commercial Solutions, Quintiles, a ­biopharmaceutical services company offering fully integrated clinical, commercial, consulting, and capital solutions. For more information, visit quintiles.com. Faraz Ali. VP, Program Management and Commercial Planning, bluebird bio, which is developing innovative gene therapies for ­severe genetic disorders. For more information, visit bluebirdbio.com. Jodi Amendola. CEO, Amendola [...]
By

Taren Grom, Editor

Global: IT
Managing Big Data in the Cloud In the midst of an information explosion, cloud computing offers a solution. In the midst of an information explosion, cloud computing offers a solution. In the midst of an information explosion, cloud computing offers a solution. The era of big data is here, and here to stay. There is [...]
By

Robin Robinson

Global: Markets
The Continued Influence of Global Markets Across all aspects of the business, the life-sciences industry can no longer afford to think and act locally. From changing demographics, emerging markets increasing in influence, and an increasing focus on both biotech products and generics, pharmaceutical companies will see a changing market globally. Our experts say it will [...]
By

Denise Myshko

Sales: New Strategies
Sales of the Future: New Tools, New Roles, New Strategies Salesforces target smaller audiences, with more customer service. Threatened by downsizing and mergers, disrupted by managed-care policies, and stalled by no-see physicians — the list on the challenges facing today’s sales reps goes on and on. To survive to sell another day, tomorrow’s sales rep [...]
By

Robin Robinson

Marketing: Public Relations
PR Goes Digital With the advent of digital media, the role of public relations has a greater responsibility to manage and protect a company’s reputation, while increasing visibility. According to Rob Bazemore, president, Janssen Biotech, PR plays a valuable role in building and maintaining the visibility of the company and its brands among patient audiences [...]
By

Robin Robinson

Marketing: Digital Media
Using Digital Media Wisely Campaigns need to follow objectives, not channels Experts say creating an experience for patients that allows them to engage with a company beyond its therapies is the most effective use of social media, delivering meaningful information to both the patient and the organization. UCB currently has three thriving disease awareness communities [...]
By

Robin Robinson

Marketing: New Strategies
Digital Marketing: Driving New Strategies in 2013 Increasing interest and investment rev up digital channel use. According to reports from Cutting Edge Information, pharmaceutical companies have been increasing their investment in digital marketing strategies over the past three years, and growth trends indicate that certain digital channels will soon surpass more traditional media tools. Between [...]
By

Robin Robinson

R&D: Regulatory
Pharmaceutical Regulations Become More Challenging As pharmaceutical regulations become more complex globally, regulatory professionals are challenged to stay abreast of new regulations to remain compliant. Now more than ever, global health authorities are looking for a comprehensive risk management plan that includes not only all of the elements of regulatory compliance, but ties to the [...]
By

Denise Myshko

R&D: Outsourcing
Outsourcing Becomes Strategic Pharma and biotech companies are now looking to their outsourcing partners to also weigh in on critical strategic and execution decisions. Cost, time to market, and risk are causing more companies to reduce their reliance on internal R&D for innovation. Outsourcing R&D and buying the rights to smaller companies’ products are common [...]
By

Denise Myshko

R&D: Technology
Technology in Clinical Trials Data are the lifeblood of a clinical trial, yet more information isn’t always the answer to improved productivity. Data are the glue that hold clinical trials together, says Colin Hill, CEO, president, chairman, and co-founder of GNS Healthcare. “Data are being created at an unprecedented rate — by pharma, academia, providers, [...]
By

Denise Myshko

R&D: Protocols
Optimizing Clinical Trials Experts say optimizing the various processes in clinical development is critical for the timely and efficient approval of new products. Over the past several years pharmaceutical companies have been facing increases in costs and delays in conducting their clinical trials. Research professionals are challenged to find ever increasing ways to make development [...]
By

Denise Myshko

R&D: The New Paradigm
The New R&D Paradigm The industry needs to continue developing innovative drugs to address high unmet needs, while addressing the speed and quality of drug discovery, development, and commercialization. Large and small biopharma companies are seeking to increase the efficiency and productivity of their R&D functions. They are collaborating with nontraditional partners, gathering insights from [...]
By

Denise Myshko

The C-Suite: Corporate Strategies
A New Path Ahead According to a recent Quintiles New Health report, a lack of capital and the increased reluctance of payers to reimburse for new medications are serious concerns among biopharma companies. Everyone is in agreement that the current level of healthcare spending is unsustainable, and one of the chief culprits is the industry’s [...]
By

Taren Grom, Editor

The C-Suite: Executive Insights
Executive Insights CEOs, presidents, and executive management team members from across the industry — pharmaceutical, biotechnology, and service companies — discuss the most crucial factors driving change in the industry, as well as their strategies for meeting the ­challenges of business in the coming years. Wendel Barr is CEO of Synteract, a full-service contract research [...]
By

Taren Grom, Editor

Crystal Ball: What’s Ahead
Getting Down to Business: What’s Ahead in 2013 Thought leaders from all sectors of the industry identify what they believe are the most important business objectives for the life-sciences industry and their ­companies for 2013 and beyond. They also provide their insights on the strategies/approaches that need to be implemented to achieve these objectives.   [...]
By

Taren Grom, Editor

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