PharmaVOICE - 
March 2018
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In Every Issue
Letter from the Editor
Is the industry at a fork in the road? Can [...]
By

Taren Grom, Editor

Upfront
CSL Behring Trains Employees to Save Lives in Their Communities [...]
By

PharmaVOICE Staff

Innovator’s Corner
Making Sense of Antisense Technology Brett Monia, Ph.D., Chief Operating [...]
By

Brett Monia, Ph.D., Chief Operating Officer and Senior VP, Antisense Drug Discovery and Translational Medicine at Ionis Pharmaceuticals

HealthTech
Blood Test Uses Machine Learning to Detect Multiple Early-Stage Cancers [...]
By

PharmaVOICE Staff

Last Word
Partnering for Public Health Rajeev Venkayya, M.D., President of the [...]
By

Rajeev Venkayya, M.D., President of the Global Vaccines Business Unit at Takeda

On The Cover

Moving Beyond the “Beyond the Pill” Conversation
The pursuit of better outcomes from all sides of the healthcare equation is driving the creation of more and more digital treatments and supplemental services as drug companies strive to prove, and increase, the value of their drugs — to payers, physicians, and patients. The value-add of these digital and mobile services can impact payers’ [...]
By

Robin Robinson

Features

Executive Perspective: A Voice for the Times
Don’t tell her she’s too intense. Don’t tell her she can’t do something because she’s a woman. And, definitely don’t tell her something won’t work because it’s never been done before. Susan Flinn Cobian’s rise to the top was earned the old-fashioned way — hard work and perseverance. Today, she wants to be the voice [...]
By

Susan Flinn Cobian, President, HYC Health

Addressing Diversity in Clinical Trials
Eliminating health disparities is an important public health issue, concerning all stakeholders. In oncology, for example, there are five cancers where disparities in adults have been identified: prostate cancer, breast cancer, colorectal cancer, hepatocellular carcinoma, and multiple myeloma. For example, in colon cancer, there is a 20% higher incidence of colon cancer in African Americans [...]
By

Denise Myshko

Expanded Patient Access: Balancing Risk and Reward
Expanded access, or compassionate use as it is sometimes called, is an avenue through which dying patients can access medications that are still being tested in clinical trials by petitioning the company developing the treatment and the FDA for access. Regulators say for an individual patient to qualify for an Expanded Access program, several criteria [...]
By

Denise Myshko

SHOWCASE: Brand Building: Building the Brand in a Competitive and Digital Market
Until recently, branding in the pharmaceutical industry has meant developing a product and getting a patent for that product to market it exclusively, preparing a launch campaign, and advertising the product to clinicians and patients. Today, however, pharma companies need to think differently and embrace branding concepts from other industries — in particular, the consumer [...]
By

PharmaVOICE Staff

Maximize Brand Health
In today’s complex healthcare marketplace, brands continue to be a potent force. Brands, among other things, are vehicles for engagement, creating strong connections between businesses and the people they serve. When brands are vibrant and alive, businesses flourish. By maximizing brand health, marketers are able to deliver the kind of powerful business impact they need [...]
By

Steve Hamburg, Managing Partner, Chief Creative Officer, Calcium

Do Brands Have Value After Exclusivity?
When a successful product is about to lose its exclusivity, and is facing incursions by generics or biosimilars, a pharmaceutical manufacturer sometimes decides to walk away. Rather than stand and fight the intruders, resources are demobilized, sales forces are reassigned, and management turns its attention to whichever new campaign appears on the horizon. In many [...]
By

Ivan Deza, Director, Life Sciences Consulting, CMK Select

Building a Brand and Creating Value in a Cluttered World
“Almost half of Americans don’t find brands honest.”1 “Why consumers don’t trust your brand content and how to fix it.”2 “Almost 70% of consumers don’t trust advertising and 42% distrust brands.”3 There is no doubt headlines such as these are alarming for marketing and advertising professionals to read. There are a growing number of reports [...]
By

Catherine Goss, Senior VP, Managing Director and Lisa Fritts, VP, Planner, Ogilvy CommonHealth Worldwide, a WPP Health & Wellness company

Marketing Using Data Analytics
Data analytics are crucial tools for pharma marketers, allowing them to harness the power of both traditional and real-world data. Using data analytics through the commercial life cycle can bring valuable insights to bear that enable better targeting and understanding of today’s consumers. Within the pharmaceutical industry, marketing and sales functions are using data analytics [...]
By

Robin Robinson

RNAi on the Verge of Therapy Breakthroughs
One of the most exciting innovations in the field of drug discovery is ribonucleic acid interference (RNAi), where researchers are making huge progress toward a new class of therapeutics. RNAi occurs naturally in living organisms to protect against viruses. Papers published in 2013 demonstrate that it does so through a biologic process that replicates a [...]
By

PharmaVOICE Staff

SHOWCASE: Market Research: Market Research in the Age of AI and Big Data
Market research-based strategies are only as good as the quality — and quantity — of the data. With the rise of artificial intelligence, machine learning, and big data, life-sciences companies now have more insights at their disposal to help them formulate current and future strategies across their business units. While slower to adopt AI than [...]
By

PharmaVOICE Staff

End of an Era? From the Age of Reason to the Age of Observed Behavior
Real-world evidence is mounting in support of observable customer behavior over customer-reported preference. This empirical force is challenging the value of traditional research, buoying big data analytics, opening doors for “nudging” customers toward desired outcomes, and surprisingly, reviving conjectures by philosophers of old. The implication is an emerging application of powerful drivers of health behavior [...]
By

Steven Simoneschi, Senior Data Analyst, Ogilvy CommonHealth Worldwide, a WPP Health & Wellness company

Portfolio Analysis — Using Market Research to Master Communications Across a Therapeutic Category
Many of us are familiar with billiard games, where two players compete to be the first to pocket all the balls on the table in a particular order. We recently used the game as an analogy to explore the value of effective portfolio management within a particular therapeutic category. Imagine that a set of racked [...]
By

Melinda Shorr, Director and Tom Nolte, Head of Business Analytics, Research Partnership

Women & Health: Lessons in Leadership
Currently, executive women hold only about 4.6% of CEO positions in S&P 500 companies. Research from McKinsey & Company reports that at the first critical step up to manager, women are 18% less likely to be promoted than their male peers. This gender disparity has a dramatic effect on the representation of women: if entry-level [...]
By

Taren Grom, Editor

Speak Out
From Discovery to Clinical Practice: A Brand Journey Requires Connected Thinking   Today’s pharmaceutical brands are on the journey of a lifetime. And throughout this journey a brand takes on a burgeoning number of data sets, from pre-clinical trials all the way to real-world evidence and population health. In between are data about salesforce impact, [...]
By

Louisa Holland, co-CEO, Sudler, part of WPP Health & Wellness

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