PharmaVOICE - 
September 2017
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In Every Issue
Letter from the Editor
Patients as people The term patient-centricity has been used so [...]
By

Taren Grom, Editor

Upfront
Bayer and the White Ribbon Alliance The partnership of Bayer [...]
By

PharmaVOICE Staff

HealthTech
New Exhaled Breath Sensor Spots Diseases, Monitors Health Trend Watch: [...]
By

PharmaVOICE Staff

Innovator’s Corner
A New Option for PAH Preston Klassen, M.D., Executive VP, [...]
By

Preston Klassen, M.D., Executive VP, Research and Development and Chief Medical Officer, Arena Pharmaceuticals,.

Last Word
Takeda’s Digital Advancements Daniel Gandor, Head of Takeda Digital Accelerator [...]
By

Daniel Gandor, Head of Takeda Digital Accelerator USA.

On The Cover

The Future of Patient-Focused Marketing from the Agency C-Suite
Marketers in the life-sciences field are facing ever-evolving challenges to meet ever-changing patient expectations. According to one recent study, 77% of patients start their health journey online beginning at a search engine. This action alone provides marketers huge opportunities as well as challenges to connect with patients or caregivers at the very start of the [...]
By

PharmaVOICE Staff

Features

Patient Engagement: New Strategies for a New Era
Clinical trials and traditional marketing efforts are no longer the only way to reach today’s patient consumer. To succeed in the era of digital and health savvy consumers, the industry needs to enlist a more proactive patient engagement strategy that anticipates and meets the evolving needs and wants of patients both in clinical trials and [...]
By

Robin Robinson

Patient-Centered Trials
Researchers, physicians, pharma, and biotech developers all want to do the right thing for patients. Everyone in the industry understands the need to develop transformative therapies for those with disease. But historically, patients have often been invisible. Although patients are the ultimate customers, companies would only deal with prescribers and payers. Within drug development, companies [...]
By

Denise Myshko

The Evolution of the MSL
Gaining access to healthcare providers and key opinion leaders has become a key challenge for pharmaceutical companies. In the past, a pharmaceutical company’s success was often determined by the extent its salesforce could access primary care physicians. While the sales representative is still a vital part of the process, medical affairs professionals have taken charge [...]
By

Denise Myshko

True Advocates: Patient Communities for Rare Diseases
According to Global Genes, the mean length of time from symptom onset to accurate diagnosis for patients with rare diseases is 4.8 years. Late diagnosis delays the appropriate treatment and can lead to irreversible and sometimes debilitating complications or even life-threatening consequences, says Monika Dudzisz-Sledz, M.D., medical monitor, KCR. Furthermore, only 5% of the 7,000 [...]
By

Kim Ribbink

Drug-Device Combination Development
Products that combine a drug or biologic with a device, such as drug-eluting stents and drug delivery systems, offer new approaches for treating disease, and these innovative drug-device combinations are expected to have a major impact in the coming years. Researchers predict combination products will help patients suffering from cancer, heart disease, multiple sclerosis, cerebral [...]
By

Denise Myshko

SHOWCASE FEATURE: Data Management: Key to Moving the Needle
Experts agree that to manage data for business use, it needs to be standardized and formatted in a consistent manner, but the devil is in the details. More than ever, the healthcare industry is challenged with gathering data from multiple sources and comprehending what the massive data sets mean to drive operational efficiencies with the [...]
By

PharmaVOICE Staff

Good Data In, Good Answers Out: Essence of Data Management in the Era of Data Explosion
Today we have no shortage of data, and the amount that we will be able to utilize continues to increase. While data management can be overwhelming, successful companies are beginning to utilize and realize its power. With proper protocols, business rules, collaborative capabilities, and specialists to monitor functionality, data can amplify marketing effectiveness. We have [...]
By

Danielle Adler, Ogilvy CommonHealth Worldwide, a WPP Health & Wellness company

Harnessing Information across the Enterprise: Keys to Near and Long-Term Success
Pharma companies find themselves in a predicament when it comes to managing the volume and variety of client, product and other types of data that is vital to multiple functions across the enterprise. Instead of developing an enterprise-wide information management solution, they’ve allowed one-off solutions to multiply function by function, which has led to disparate [...]
By

Michael Allelunas, General Manager, QuintilesIMS's Information Management portfolio

SHOWCASE FEATURE: Marketing: Managing Data For Better Marketing
Pharmaceutical marketers depend on information and data about their products to drive their campaigns and to demonstrate the value those products bring to customers. But in today’s highly digitized environment, the amount of data generated about a product is vast and difficult to collate. The challenge marketers face is that legacy IT systems and many [...]
By

PharmaVOICE Staff

Predict the Future With Scenario Learning
Is 2017 set to be the year we see a CAR-T therapy approved?” My latest iPhone notification reflects the daily evolution of our industry: increased computational power, genomics, proteomics, microbiome, big data, sensor technology and health reforms – to name just a few. These changes are impacting many aspects of our business from our definition [...]
By

Jon Bircher, CEO, Cello Health Consulting

Medical Conference Presence: Is It Worth It For Your Brand?
  Brand planning season is upon us, and in planning for 2018 tactics, the subject of having a presence at medical conferences inevitably comes up. What motivates healthcare professionals to attend conferences? What activities do they participate in once they get there? What types of engagements are most impactful? How do we break through the [...]
By

Danielle Adler, Manager Marketing Analytics, Ashli Sherman, VP, Client Services, and Martha Walz, VP, Content Strategy, Ogilvy CommonHealth Worldwide, a WPP Health & Wellness company

Speak Out
TREATING THE WHOLE PATIENT: A More Compelling Approach to Product Development Instead of focusing only on your prod- uct, consider the impact if your prod- uct was studied in tandem with an in- tervention that addresses whole patient needs. By taking this approach, you’re formulating a plan to differentiate your company and help your brand [...]
By

Mark Matthews, Senior Strategist, MicroMass Communications, Inc.

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