PharmaVOICE - 
September 2014
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In Every Issue
Last Word
Collaborating for a Cure Walter Capone, President of the Multiple [...]
By

Walter Capone, President, Multiple Myeloma Research Foundation

Talent Pool
Pharma Pool DR. JOHN ORLOFF Baxter Appoints VP of BioScience [...]
By

Ann Grey

On the Calendar
Now in its ninth year, the Site Solutions Summit is [...]
By

Heather Hummel

Social Buzz
A collection of social media news, events, and strategies. Trending [...]
By

Taren Grom, Editor

PharmaTrax
Sales, marketing, And R&D?Trends affecting the healthcare industry Prescription Drug [...]
By

Denise Myshko

Tools of the Trade
BIO Launches BizLink Trending Now: New resource connects biotech and [...]
By

Denise Myshko

What’s New
New healthcare-related products, services, and companies Virtual Library of Deprioritized [...]
By

Ann Grey

Innovator’s Corner
A Single Pill for Multiple Viruses The treatment of viral [...]
By

Lillian Chiang, Ph.D., President and CEO, Forge Life Science

UpFront
Industry at Large Astellas Pharma US President Jim Robinson concentrates [...]
By

Denise Myshko

Letter from the Editor
Patient-centricity, patient engagement, patient focus — no matter what you [...]
By

Taren Grom, Editor

On The Cover

Digital Patients: Disrupting the Status Quo
Patients have the power of digital technology to fuel their quest for better health, which is forcing the industry to keep pace with their digital needs. Patients’ prolific use of digital technologies to improve their health outcomes is driving other healthcare stakeholders — physicians, payers, and pharma companies — to create new strategies and tools [...]
By

Robin Robinson

Features

C-Suite: Outsourcing
Outsourcing We asked C-suite executives throughout the outsourcing ecosystem to provide their ­insights on what the biggest opportunities for innovation are, what are the biggest ­barriers, and identify a recent innovation that is improving the process. Nick Demling Executive VP Planet Pharma Opportunities: We have seen a significant undertaking from sponsors and CRO clients as [...]
By

Taren Grom, Editor

Coupling Productivity to Compliance in Customer Communication for Life Sciences
In the digital world, the engagement of a complete collaborative ­compliance solution is now essential to ­ ­accelerating process efficiency through review to release, and ultimately for product ­commercialization. Inefficiency through medical/promotional content review and approval within the life sciences has a dramatic impact on time to market for pharmaceutical and medical device companies that [...]
By

David Bennett, President, Sales and Marketing, Zinc Ahead

Storytelling: It’s How We Communicate
To engage patients and HCPs, we must focus on the customer journey, not the brand journey. Storytelling is an interesting concept. Think about the last time you were out with friends — every conversation was punctuated by “stories” of our different experiences. It’s how we help people understand the points we’re trying to make, how [...]
By

Jay Bolling, CEO, PulseCX and David Zaritsky, President, PulseCX

Stepping Up Brand Relevance in the New Age of Healthcare
“The consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.” David Ogilvy Confessions of an Advertising Man It’s always refreshing to see the timelessness of [...]
By

Shelagh Brooke, Head of Planning and Mindy Price, Head of Planning, Ogilvy CommonHealth

Planning and Implementing an Effective Non-Personal Promotion Campaign
Non-personal promotion (NPP) is a more effective method of reaching and engaging physicians than the ­traditional representative-centric model. NPP allows pharma companies to connect with HCPs on cost-effective channels they trust and use regularly, leveraging tactics that seamlessly integrate within a prescriber’s workflow. Optimizing and extending brand value requires engagement with stakeholder groups from launch, [...]
By

Robert D. Bedford, Executive VP, Sales and Marketing, MediScripts

“Big Data” No Longer Just a By-Product of the Healthcare System
The huge increase in high-quality information on patients and their interactions with HCPs is demanding a big shift in our marketing efforts. Marketers must now understand that success isn’t only about generating data — it’s also about generating insights from that data, and then actions from those insights. According to an IBM report, 90% of [...]
By

Jeff Meehan, Chief Commercial Officer, MD On-line

Why Small Ideas are Now The Big Idea
Today’s pharmaceutical marketers need to weave many small ideas to touch each patient at the right place and time. For decades marketers looked at “big idea” and “reach and frequency” as the cornerstones of their campaigns. Today a one-size-fits-all idea repeated at top volume no longer qualifies as a complete marketing strategy. Top brands look [...]
By

Boris Kushkuley, Ph.D., Executive VP, Multichannel Marketing and Consulting, Intouch Solutions

What Star Wars Teaches Us About Achieving Audience Engagement
The most significant and critical shift in marketing today is in focusing on audience needs and­ ­preferences, rather than on the tactical aspects of a campaign. Sometimes pharma marketing can feel like a dramatic saga — there are the good guys, there are the bad guys, there are rebels, people who hide behind masks, and [...]
By

Eugene Lee, Executive VP Managing Director, CMI/Compass

Commercial Development in a Complex Environment: Maximizing Future Success
Future planning defines the destination that will best help the company achieve commercial success and then develop the most effective strategy required to arrive at that destination. Importantly, this strategy is as much about determining what not to do as well as what to do. Today’s biopharma companies recognize the reality of the maxim: pipeline [...]
By

Mike Suesserman, Managing Director Early Product Commercialization, Cello Health Consulting

Physician Employment and the Shift of Influence in Healthcare Delivery
With the delivery of healthcare becoming more consolidated, decision making is now centralized within a group of powerful health systems that oversee complex networks of hospitals, nursing homes, medical offices, and practice groups. Driven by reform, such as the Affordable Care Act, health systems are being challenged to achieve lower costs and provide better patient [...]
By

Dave Escalante, Senior VP, OneKey and Marketing, Cegedim Relationship Management

Telling a Complex B2B Story With Two Words
The journey to a complete ad campaign taught us that we need to think differently about ourselves in order to allow our customers to think differently about us. We took a four-phased approach and sought the counsel of agencies partners and perspective from our associates along the way. The average medicine cabinet contains many brands. [...]
By

Andrew Schultz, VP, Brand Strategy, AmerisourceBergen and Matt Webb, VP, Marketing Strategy, AmerisourceBergen

Ushering in the E-Patient Era
For the true era of e-patients to arrive, we need to understand where they are on their journey and ­leverage technology that is both easier and better for them. Has the era of the e-patient really arrived? And by “e-patient,” we mean those individuals who actively participate in their health and are equal partners with [...]
By

Emily Tower, VP, Digital Strategy & Analytics, AbelsonTaylor

SHOWCASE FEATURE: Marketing: Marketing for the Masses
Marketing messages today may be reaching more people through the growing use of technology, at the same time those messages are becoming more personal. Customer-centric messaging, patient engagement, and personalized content are an increasingly important part of the marketing tool kit. As digital channels have become an integral piece of the marketing media mix, the [...]
By

Taren Grom, Editor

Innovative Use of Data
As patients adopt digital in their daily lives, the data that are being generated can be utilized — with consent, or in an anonymized manner — to provide a complete view of the patient’s health and well-being, along with how medication can become a part of that overall program. We now live in a data-generating [...]
By

Ritesh Patel, Executive VP, Chief Digital Officer, Ogilvy CommonHealth

The Reinvented Clinical Data Manager
A successful career in clinical data management is more rewarding — and more ­challenging — than ever before. ­ Incumbents and those aspiring to the job must not only be technically proficient, but must also be strong ­communicators, project managers, and critical thinkers. While technological advances have touched every position within the drug development field, [...]
By

Eboni Russell, Associate Director, Clinical Data Management, inVentiv Health Clinical

SHOWCASE FEATURE: Data Management: A Key Business Driver
With so much data now available, there are a number of opportunities and challenges related to developing actionable insights to drive business success. Big data, smart data, and analytics are key concepts that continue to drive conversations and business decisions throughout the industry and throughout the value chain. The opportunities associated with increased data availability, [...]
By

Taren Grom, Editor

Stability and Growth Attract Pharma to Chile
Chile is becoming more attractive to global pharmaceutical companies as the market continues to show strong growth. One of the most stable and prosperous countries in South America, Chile has embraced democracy since the dictator General Augusto Pinochet was removed from power in the 1980s. With a population of 17 million people, Chile leads Latin [...]
By

Kim Ribbink

The Rise of Biosimilars
The promise of biosimilars is to provide cost-savings, increased patient access, and promote innovation. The biotechnology market in the United States is about to be altered significantly. In July, Sandoz announced it was the first company to file an application under the biosimilars pathway created by the Biologics Price Competition and Innovation Act. This act, [...]
By

Denise Myshko

ACA Expands Pharma Market
Prescription drug coverage through the ACA’s health exchanges includes 8 million patients. While this is an opportunity for the pharmaceutical industry, it also puts more focus on value, costs, and outcomes. Pharmaceutical companies are finding a changed market for prescription drugs now that consumers are able to purchase health insurance coverage through the health exchanges [...]
By

Denise Myshko

Brand Identity in a Consumer-Driven World
Branding strategies evolve to meet new marketplace demands. Brands are up against new barriers as the control of what product gets prescribed and filled shifts from the physician to the payer and, even more importantly, to the patient. As healthcare consumers claim more and more power over their healthcare and treatment decisions and physician control [...]
By

Robin Robinson

Renewed Focus on a Longstanding Issue
Data quality management deserves further attention simply because many companies have yet to ­master it; few companies, in general, seem to have data that meet their quality standards. Life-sciences companies have always sought to manage the quality of their master data — records on customers, products, territory alignment, sales performance, and other metrics that are [...]
By

John Busalacchi, Senior Principal, IMS Health

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