PharmaVOICE - 
September 2015
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In Every Issue
Letter from the Editor
Patient-centric, patient-centricity, patients at the center…these buzzwords or terms are [...]
By

Taren Grom, Editor

Upfront
Lilly Launches Disney Book for Children Affected by Diabetes Lilly [...]
By

PharmaVOICE Staff

Innovator’s Corner
A New Way to Address Drug-Resistant Infections Magnus Precht, CEO [...]
By

Magnus Precht of SinSa Labs

The Network
Social Media Plays Crucial Role In Patient Recruitment For Diabetes [...]
By

PharmaVOICE Staff

What’s New
BIO Renamed to Biotechnology Innovation Organization Trending now:  Biotechnology Industry [...]
By

PharmaVOICE Staff

Pharma Trax
Understanding of Therapeutic Value of Cancer Drugs Increases after Initial [...]
By

PharmaVOICE Staff

Tools of the Trade
First Medidata-Sponsored Clinical Trial Assesses Capability of mHealth Tools Trending [...]
By

PharmaVOICE Staff

The Calendar
Coming Attractions The Healthcare Businesswomen’s Association’s (HBA) Annual Conference — [...]
By

PharmaVOICE Staff

Talent Pool
Biotech Pool Dr. Nathalie Adda Enanta Names Chief Medical Officer [...]
By

PharmaVOICE Staff

Last Word
A Unique Approach to Regenerative Medicine Karine Kleinhaus, M.D., Divisional [...]
By

Karin Kleinhaus, M.D., Divisional VP, North America, Pluristem Therapeutics

On The Cover

The Patient Journey: Moments of Care
We’ve all seen them: the patient-centric diagrams that represent as many as seven or even up to 20 stakeholders per patient, all of whom are somehow involved in that patient’s care. From drug and device manufacturers, to healthcare providers, to social media sites and even fitness centers, there are so many points of care that [...]
By

Robin Robinson

Features

Advertising in the Mobile Age
Today’s mobile-everywhere environment is disrupting pharma’s traditional marketing strategies, but at the same time it provides more ways to reach more people in the ways they want to be reached. Determining where and when that is may be more difficult these days, as mobile consumers tend to follow a non-linear decision-making process, posing challenges as [...]
By

Robin Robinson

Gene Therapy: Delivering on the Promise
It’s been 16 years since tragedy struck in the clinical research world. A patient in an experimental gene therapy trial died just days after receiving the therapy. In 1999, Jesse Gelsinger came to the University of Pennsylvania with a rare metabolic disorder that prevents the body from breaking down ammonia. In this trial, a weakened [...]
By

Denise Myshko

Oncology KOLS: An Important Piece of the Puzzle
The oncology market is changing. Scientific advances are transforming cancer treatments, with outcomes for patients improving. At the same time, patients are challenged by access concerns and high costs of cancer therapies. Earlier diagnosis, longer treatment durations, and increased effectiveness of drug therapies are contributing to rising levels of spending on medicines for cancer care. [...]
By

Denise Myshko

Italy’s Evolving Pharma Market
Italy is the fourth-largest national economy in Europe and is in the top 10 for the gross domestic product (GDP) in the world. Economically, Italy relies mostly on services and manufacturing, with the services sector accounting for almost three quarters of GDP and industry accounting for a quarter of the country’s production. Manufacturing is the [...]
By

Kim Ribbink

C-Suite: Clinical Service
Contract Research Organizations C-Suite executives from some of the industry’s leading CROs provide their insights on where the greatest opportunities lie for improving clinical research operations, the greatest challenges involved with the trial process, and best practices to enhance clinical operations. Stewart Bieler Chief Administrative Officer SynteractHCR Opportunities: Mid-sized CROs have a great opportunity to [...]
By

Taren Grom, Editor

SHOWCASE FEATURE: Data Management: Data Leading the Way
For life-sciences companies, there is tremendous wealth that can be tapped within a wide range of data relating to brands, products, physician practices, R&D, regulatory and compliance, formularies, rebates, and prescription use. When life-sciences organizations treat data as a strategic asset, they can transform their operations into analytic-driven leaders, gaining significant advantage. Over the past [...]
By

Taren Grom, Editor

The Impact of Big Data: How to Become Master of Your Information Universe
Managing key customer and product data effectively is critical to a pharmaceutical company’s ongoing commercial effectiveness as well as its compliance with FDA regulations and corporate initiatives. Customer data contain vital attributes for supporting various commercial business functions and systems including sales, marketing, commercial operations, contracting, clinical and compliance. Accurate data on healthcare providers (HCPs), [...]
By

Eileen Moyer, Senior Principal, Technology and Applications, IMS Health

Big Data – How Do We Make It Useable For Marketing Purposes?
Customer relationship marketing, non-personal promotion, and direct-to-consumer are all concepts in marketing that aim to create the most important communication with your customer. Whether the communication happens on the phone, on the Internet or in the form of direct mail and/or email, the interaction with your customer or prospect should be informed by customer intelligence. [...]
By

Angelo Campano, Senior Manager, Engagement Strategy- Ogilvy CommonHealth, part of Ogilvy CommonHealth

It’s Time to Treat the Whole Data Management Problem, Not Just the Symptoms
Often when I feel unwell and have to visit a doctor, I expect that by the end of the consult I’ll walk out of the office with a prescription. The cure aligns with the symptoms I’m exhibiting to help me feel better, until my body can heal itself. Interestingly, that’s kind of how many data [...]
By

Ramon Chen, VP Marketing, Reltio

SHOWCASE FEATURE: Marketing: New Connections
Patients are consumers and every consumer at some point will be a patient or a least a caregiver for a parent, child, family member, or friend. And as consumers, we have access to more information via more channels than ever before. This is the challenge healthcare marketers face as they look to move beyond mass [...]
By

Taren Grom, Editor

How Cognitive Computing Will Change Healthcare Marketing
Until recently, most marketers didn’t really know how to best use Big Data efficiently and effectively. Cognitive computing may provide a solution marketers need and in the process, close the communication gap between pharma, providers, and their patients. The Rise of Cognitive Computing The idea of “structured data” — information that is highly organized, linear, [...]
By

Jose Andrade, VP, Director of Interactive Technology, AbelsonTaylor

It’s Time To Change The Conversation
A  Journey From “One to Many” to “One to One” As Heraclitus said, “The only thing that is constant is change.” Well the world of drug promotion has changed. It has ceased to be a simple matter of detailing to physicians and an occasional pharmacist; it has evolved into an activity that is more sophisticated, [...]
By

Jim Hall, President, Cello Health BioCONSULTING

How to Succeed in Marketing’s New Golden Age
              It’s not your father’s marketing that is practiced today Though digital is key there is much more at play. For doctors and brands, marketing’s new golden age – Is less about “product” than “how you engage”. It still starts with customers – and assessment of need How they [...]
By

Jim McDonough, VP, Marketing and Customer Advocacy, Frontline Medical Communications

Building A Better Message For Patients and Physicians
The model for marketing healthcare brands is changing. There are many voices for health, pharmaceutical, and “wellness” products. When we are creating materials for a brand, we should look at the users for who they are: people who are motived by their own needs, interests, desires, and constraints. They have infinite choices and a myriad [...]
By

David Davenport-Firth, Executive VP, Health Behaviour Strategy & Intervention, Ogilvy CommonHealth Worldwide and Chris Cullmann
Senior VP, Engagement Strategy — Ogilvy CommonHealth, part of Ogilvy CommonHealth Worldwide

A Balanced Value Exchange
Thanks to the interactive capabilities of social media, pharmaceutical product promotion has advanced from talking to an audience to engaging with your audience. And with this evolution, the challenge for brand managers is no longer simply to know your audience, but to know what your audience finds valuable. Consequently, researchers seek progressive channels to discern [...]
By

Dr. Theodore Search, Pharma.D., Founder and CEO, Skipta

Digital Impact: Marketing in the Digital Revolution
The rising prominence of rich media and digital content is creating new challenges in what has historically been a very conservative marketing environment within the life science industry. Today we operate in a truly global environment, with social and digital outlets connecting life-sciences companies with their customers and the public in a completely new way. [...]
By

James Brown, CEO and Co-Founder, Zinc Ahead

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