September 2014

C-Suite: Outsourcing

August 28, 2014

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 […]

Coupling Productivity to Compliance in Customer Communication for Life Sciences

August 28, 2014

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 […]

Storytelling: It’s How We Communicate

August 28, 2014

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 […]

Stepping Up Brand Relevance in the New Age of Healthcare

August 28, 2014

“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 […]

Planning and Implementing an Effective Non-Personal Promotion Campaign

August 28, 2014

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, […]

“Big Data” No Longer Just a By-Product of the Healthcare System

August 28, 2014

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 […]

Why Small Ideas are Now The Big Idea

August 28, 2014

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 […]

What Star Wars Teaches Us About Achieving Audience Engagement

August 28, 2014

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 […]

Commercial Development in a Complex Environment: Maximizing Future Success

August 28, 2014

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 […]

Physician Employment and the Shift of Influence in Healthcare Delivery

August 28, 2014

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 […]

Telling a Complex B2B Story With Two Words

August 28, 2014

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. […]

Ushering in the E-Patient Era

August 28, 2014

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 […]

SHOWCASE FEATURE: Marketing: Marketing for the Masses

August 28, 2014

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 […]

Innovative Use of Data

August 28, 2014

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 […]

The Reinvented Clinical Data Manager

August 28, 2014

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, […]

SHOWCASE FEATURE: Data Management: A Key Business Driver

August 28, 2014

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, […]

Stability and Growth Attract Pharma to Chile

August 28, 2014

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 […]

The Rise of Biosimilars

August 28, 2014

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, […]

ACA Expands Pharma Market

August 28, 2014

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 […]

Brand Identity in a Consumer-Driven World

August 28, 2014

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 […]

Digital Patients: Disrupting the Status Quo

August 28, 2014

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 […]

Last Word

August 28, 2014

Collaborating for a Cure Walter Capone, President of the Multiple Myeloma Research Foundation, talks about data sharing, open access to research, and how ­collaborative research can lead to new therapies. PV: How did the open access data portal, the MMRF Researcher Gateway, get started? CAPONE: The MMRF came into being from our founder Kathy Giusti’s […]

Talent Pool

August 28, 2014

Pharma Pool DR. JOHN ORLOFF Baxter Appoints VP of BioScience R&D Baxter International has appointed John Orloff, M.D., as VP and global head of research and development for Baxter BioScience. Dr. Orloff joins Baxter from Merck Serono Pharmaceuticals, where he served as global head of clinical development. Dr. Orloff is responsible for advancing the late-stage […]

On the Calendar

August 28, 2014

Now in its ninth year, the Site Solutions Summit is dedicated exclusively to helping clinical research sites reach optimal performance. With a foundation built on strengthening the site through industry partnership, the Summit has grown to be a community dedicated to driving clinical research success. Attendees will experience a one-of-a-kind meeting where site executives can […]

Social Buzz

August 28, 2014

A collection of social media news, events, and strategies. Trending now: Mobile technology improves patient outcomes. A randomized control trial conducted through the Montefiore Medical Center earlier this year found a significant improvement in a number of key patient engagement metrics when care managers used mobile technology to provide support. The two-month trial was designed […]

PharmaTrax

August 28, 2014

Sales, marketing, And R&D?Trends affecting the healthcare industry Prescription Drug Misuse Trending now: A three-year analysis of more than 1.4 million drug test results shows majority of ­Americans continue to put health at risk through dangerous drug combinations and skipping doses. Five states that have implemented multi-faceted prescription drug abuse prevention programs in recent years […]

Tools of the Trade

August 28, 2014

BIO Launches BizLink Trending Now: New resource connects biotech and pharma companies with service providers. The Biotechnology Industry Organization (BIO) has launched BIO BizLink. Powered by OnDeckBiotech, BIO BizLink is positioned to become the industry’s leading resource for connecting biotech and pharma with an unparalleled community of service providers, including preclinical and clinical contract research […]

What’s New

August 28, 2014

New healthcare-related products, services, and companies Virtual Library of Deprioritized Compounts Part of Unique Partnership U.K. researchers have access to compounds through a new partnership between the Medical Research Council (MRC) and seven global drug companies. AstraZeneca, GlaxoSmithKline, Janssen R&D, Lilly, Pfizer, Takeda, and UCB each will offer a number of their deprioritized molecules for […]

Innovator’s Corner

August 28, 2014

A Single Pill for Multiple Viruses The treatment of viral infections is an unmet medical need. While many viruses such as rhinoviruses, which cause the cold, are not considered serious, others, such as ebola, are. There are more than 200 viruses that cause mild-to-severe diseases that have limited treatment options. And the antivirals that are […]

Renewed Focus on a Longstanding Issue

August 28, 2014

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 […]

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