March 2017

Letter from the Editor

March 1, 2017

Leading from the top Disruption, our experts say in this month’s cover article, is required for the industry to move forward, particularly in light of multiple industry forces. Bernard Munos, senior fellow at FasterCures, Milken Institute, doesn’t like to use the word disruption, because it scares people; he prefers the word transformation in describing the […]

Upfront

March 1, 2017

Bayer Campaign Aims to Make Saving Lives Something Common Bayer Aspirin’s latest campaign, timed to American Heart Month, aims to raise awareness about heart attacks and about the role of aspirin in reducing the risk of complications. The HeroSmith campaign began in February 2017 in Fort Smith, AR, a city with one of the highest […]

HealthTech

March 1, 2017

Breakthrough Brain Computer Interface for AR/VR Trend Watch: Patches, baby monitors, BCI, artificial skin, and blockchain move healthcare into the future. Neurable, a developer of brain-computer interface (BCI) technology based on breakthrough neuroscience, has raised a $2 million seed round to bring its software platform to market. Neurable’s patent-pending technology interprets intent based on users’ […]

Last Word

March 1, 2017

PhRMA Initiative Aims to Create a Dialogue about the Value of Medicines Robert Zirkelbach, Executive VP, Public Affairs, PhRMA, talks about the association’s new advertising and public affairs campaign. PV: Why did PhRMA launch the GoBoldly campaign? Zirkelbach: For the last couple of years, there has been a national discussion about cost and affordability of […]

Industry Transformation: Industry Disruption

March 1, 2017

Most disruptive technology initiatives are taking place in smaller, more agile companies, and in the clinical trial phase of development, but even big companies such as Pfizer and GSK are testing the possibilities of artificial intelligence, blockchain, and especially mobile and other transformative clinical tools. When speaking of this new environment, Bernard Munos doesn’t like […]

Big Data

March 1, 2017

As the useful applications of big data in the pharmaceutical and healthcare sector become increasingly apparent, 73% of organizations in the industry are set to begin or increase investment in big data within the next five years, according to business intelligence provider GBI Research. The report shows that those companies that already use big data […]

Trends in Protocol Development

March 1, 2017

Clinical protocols are the framework for a clinical trial. They provide the structure for assessing a potential product’s safety and efficacy. But over the past 15 years, protocols have increased in endpoints, procedures, eligibility criteria, number of CRFs, protocol amendments, and investigative sites, according to the Tufts Center for the Study of Drug Development. Protocols […]

Patient Stories

March 1, 2017

As the industry continues to embrace a more patient-centric business model, patient views have shifted to the forefront of several strategies, including using patient advisory boards for drug development and clinical trial protocols, and patient stories and communities to guide marketing and other commercial initiatives. Patient stories have a profound effect on the impact of […]

Ebola Research Update

March 1, 2017

In 2014, an outbreak of Ebola in Guinea, West Africa, became a global health crisis within a few months. As the outbreak spread to other countries in West Africa, the crisis strained the countries’ already limited healthcare resources, and spread fear in the United States, as some international healthcare workers were quarantined before they could […]

A Nuanced Message: Marketing to the Rare Diseases Community

March 1, 2017

Check traditional marketing strategies at the door, because when it comes to rare diseases they simply don’t apply. Experts say established methods of directing campaigns toward physicians don’t work because unlike large therapeutic categories, such as cardiovascular or diabetes, the patients and their caregivers must be front and center. “Patient-centricity in both product development and […]

SHOWCASE FEATURE: Market Research: Getting the Most From the Data in Market Research

March 1, 2017

The global pharmaceutical market was worth around $300 billion in 2015, according to the World Health Organization, and it is expected to surpass $400 billion by 2018 with a third of that value in the hands of the top 10 companies. But as the age of the blockbuster ends, pharmaceutical companies have had to develop […]

How Well Do You Really Know Your Patients?

March 1, 2017

Global Genes reports that therapy adherence in the rare disease space can vary from only 58% to 65%, a troubling statistic for our industry, and most importantly, the patients we serve. Manufacturers must be wondering, how well do we really know our patients and what they need? Many orphan drug manufacturers are recognizing that the […]

How a Computational Lexical Analysis Can Help A Brand

March 1, 2017

Data continues to be a focal point for marketers in 2017. It informs our decisions, allows for increasingly accurate insights, and helps measure success. More so now than at any other time in the history of advertising, “data” is driving the strategies and tactics for creators. It is becoming very easy to get lost in […]

The Role of Market Research in Supporting Patient Centricity

March 1, 2017

A number of factors have come together in recent years to drive a transformation within pharmaceutical companies from being product-led to patient-centric: 1.    Our ever-growing and aging global population is putting increasing pressure on healthcare systems, which need to decide how best to spend limited budgets. 2.    Payers and policy-makers are demanding clear demonstrations of real-world […]

Speak Out

March 1, 2017

Calling out Clinical Technology Think about your phone – maybe you are even reading this on it – and you’ll probably have an emotional reaction of some kind. It may or may not be a strong reaction, but odds are there is a certain and specific feeling your phone emotes in you. For something that […]

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