PharmaVOICE - 
September 2016
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In Every Issue
Letter from the Editor
The Future of Research All the innovation that is happening [...]
By

Taren Grom, Editor

Upfront
Industry at Large MMRF, Takeda, and CURE Media Join Forces [...]
By

PharmaVOICE Staff

Innovator’s Corner
Patients with end-stage renal disease need life-sustaining dialysis, an artificial [...]
By

Jeffrey Lawson, M.D., Ph.D., Chief Medical Officer, Humacyte

mHealth
Battery-less, Stretchable Patch Provides More Options for Health Monitoring Trending [...]
By

PharmaVOICE Staff

What’s New
Digitas Health LifeBrands Announces Partnership with Dreamit Trending now: Agency [...]
By

PharmaVOICE Staff

Pharma Trax
Study Reveals High Confidence in Digital Transformation Success Despite Major [...]
By

PharmaVOICE Staff

Tools of the Trade
Quintiles Unveils Solution Design Studio Trending now:  New healthcare technology [...]
By

PharmaVOICE Staff

The Calendar
Coming Attractions Join a distinguished panel of world-class innovators at [...]
By

PharmaVOICE Staff

Talent Pool
Pharma pool Joseph Devaney Astellas Names VP, Government Affairs and [...]
By

PharmaVOICE Staff

Last Word
Following the Science Bill Hinshaw, Executive VP and Head of [...]
By

Bill Hinshaw, Executive VP and Head of Novartis Oncology US

On The Cover

Why Sites Matter
Clinical sites face several challenges, including predictability of trial business, payments, and technology issues, in addition to a highly fragmented clinical trial landscape. Many of the challenges that sites face reflect the changing landscape of clinical research. Sites are responsible for much of the non-patient facing work related to the business of clinical research, including [...]
By

Denise Myshko

Features

A Call for Commercial Transformation
The implementation of digital technologies will have a great impact on the way pharma marketers engage with both patients and healthcare professionals. The impact will be in terms of amplified time and efficiency, much better sales and marketing alignment, the ability to customize by audience, and of course deep, directional analytics. “To be more specific, [...]
By

Robin Robinson

Principal Investigator Turnover
The principal investigator (PI) landscape is in flux. According a 2015 survey from the Tufts Center for the Study of Drug Development, persistently high turnover rates among PIs create instability and present an additional challenge for sponsors and CROs. While the number of investigators globally now stands at almost 40,000, half of them were new [...]
By

Denise Myshko

Digital Advertising: Investment Slowly Climbs
Think back over the past 24 hours of your life; how many hours — or even minutes — of that time were you engaged with a mobile device? If you said none, you are in the minority. Statistics from several mobile industry reports say 64% of U.S. adults own a smartphone (Pew), 54% use mobile [...]
By

Robin Robinson

CNS: Specialty Audiences
On April 29, 2016, Nuplazid (pimavanserin) became the first drug approved by the FDA for the treatment of hallucinations and delusions associated with Parkinson’s disease (PD) psychosis. Its journey from molecule to market took Acadia Pharma 17 years to complete. The company is now preparing for its commercial launch in the United States. To begin [...]
By

Robin Robinson

Germany Puts Focus on Pharma Innovation
The fourth largest economy in the world and the largest in Europe, Germany remains one of the world’s economic powerhouses. Despite some uncertainty brought about by Brexit, Germany is expected to continue to withstand economic turmoil. The pharmaceutical and chemical industry combined is the country’s third-largest industrial sector based on revenue, comprising €190.8 billion (0.8 [...]
By

Kim Ribbink

SHOWCASE FEATURE: Data Delivery Data Management
Some experts say cloud-based applications are the key to using leveraged data with sensors, and are the key to unleashing the power of the Internet of Things (IoT). IoT doesn’t function without cloud-based applications to interpret and transmit the data coming from all these sensors. The cloud is what enables the apps to go to [...]
By

Taren Grom, Editor

Data, Marketing, and the Pharmaceutical Industry
It’s 2016, and we are living in an age where data is everywhere. It’s a bit like oxygen or water, data flows freely, generated by you, me, and the plethora of devices with which we interact. The planets that lined up to enable this are the ever-more powerful set of devices we possess, on-demand connectivity [...]
By

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

SHOWCASE FEATURE: Marketing in a New World
The Institute for Healthcare Improvement’s Triple Aim initiative outlines how new healthcare designs must be developed to simultaneously pursue three dimensions: improving the patient experience of care, including quality and satisfaction; improving the health of populations; and reducing the per capita cost of healthcare. According to the National Healthcare Expenditure Projections, 2010-2020, Centers for Medicare [...]
By

Taren Grom, Editor

Healthcare Marketing: Interconnectivity of Our Target Audiences and Engagement in their Dialogue
Marketing efforts in the U.S. healthcare system are evolving almost daily. The still-unfolding Affordable Care Act (“Obamacare”), continued consolidation among pharmaceutical manufacturers, and advances in communication tools have all impacted these efforts. The ways healthcare marketers communicate and manage the dialogue with our respective target audiences have also evolved. The days when brand teams could [...]
By

Larry Lannino, General Manager, Beacon Healthcare Communications, Inc.

Digital Medical Media: How to Deliver an Edge to Physicians and Advertisers Alike
What is driving the trend to provide digital engagement and messaging to physicians? Increasing numbers of physicians blocked from detailing necessitating rapid growth in non-personal communications.  Also, data and ability to measure return has only recently become a meaningful reality – pharma now require standardized rich data feeds as best practice. What are some of [...]
By

Doug Grose, President Digital, Frontline Medical Communications

Staying Ahead for Patients and Physicians
The healthcare system is undergoing a profound change in how care is delivered, reimbursed, and coordinated. A new emphasis on population health, patient experience, and cost per capita has been brought about through new policy (the Affordable Care Act) and effectively articulated through the “Triple Aim.” To best understand how this ongoing evolution could impact [...]
By

Patrick Beers, Senior VP, Market Access, Guidemark Health

Attention: Outdated Access Services Strategies Actually Reduce Access
Access services aim to solve almost everything that interferes with the progression from writing prescriptions to the patients receiving their medications. Traditional emphasis has been on reimbursement barriers, solving for coverage issues as well as affordability issues. Many also include patient education and adherence programs, to help patients stay on therapy. These services will remain [...]
By

Nora Tsvigas, Senior VP, Access Services Strategy, Ogilvy CommonHealth Worldwide

Pharma’s New Organized Customers…Can We Connect the Dots?
Healthcare reform is rapidly moving to value-based reimbursement, prompting institutions and providers to join together and create new organizations capable of coordinating the care necessary to achieve value-based outcomes. These are the new pharma industry’s B2B customers: organized groups of institutions and providers (health systems) focused on achieving the accountable care that healthcare reform demands. [...]
By

John W. Draper, EVP, Healthcare Reform and Market Access, Sentrix Health Communications

Speak Out
A Fearless look at a workshop worth its salt When was the last time you attended a workshop or training session that felt worth the volume of unopened email and loss of billable work time? We often spend workshops checking our phones and sneaking peeks at the agenda to see when the next coffee break [...]
By

Tara Bernardino, MSc, Vice President, Management Supervisor, Sudler New York

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