March 2018

Letter from the Editor

March 1, 2018

Is the industry at a fork in the road? Can an industry that has traditionally based its business model on researching, developing, and commercializing pills and other therapeutic interventions successfully pivot to adapt to a growing wave of consumer-centric wants and needs that address more than the diagnosis? In this month’s cover story, several industry […]

Upfront

March 1, 2018

CSL Behring Trains Employees to Save Lives in Their Communities CSL Behring is taking its workplace wellness initiatives to a whole new level by providing the American Heart Association’s (AHA) hands-only cardiopulmonary resuscitation (CPR) training to employees. With the help of the AHA and the Lafayette Ambulance Squad (LAS), CSL Behring has trained 120 employees […]

Innovator’s Corner

March 1, 2018

Making Sense of Antisense Technology Brett Monia, Ph.D., Chief Operating Officer and Senior VP, Antisense Drug Discovery and Translational Medicine at Ionis Pharmaceuticals, talks about the company’s pipeline of antisense technology products. Antisense technology presents an opportunity to manipulate gene expression within cells to prevent or increase the production of proteins involved in disease processes. […]

HealthTech

March 1, 2018

Blood Test Uses Machine Learning to Detect Multiple Early-Stage Cancers Trend Watch: Digital therapeutics, chips, patches, and machine learning enable better health outcomes. Johns Hopkins Kimmel Cancer Center researchers developed a single blood test — CancerSEEK, a unique noninvasive, multi-analyte test — that simultaneously evaluates levels of eight cancer proteins and the presence of cancer […]

Last Word

March 1, 2018

Partnering for Public Health Rajeev Venkayya, M.D., President of the Global Vaccines Business Unit at Takeda, discusses why the pharmaceutical industry has to be a partner in public-health issues. PV: Why is it important for pharmaceutical companies to play a part in public-health discussions, particularly those involving vaccines? Venkayya: Vaccine development is a complex process; […]

Moving Beyond the “Beyond the Pill” Conversation

March 1, 2018

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’ […]

Executive Perspective: A Voice for the Times

March 1, 2018

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 […]

Addressing Diversity in Clinical Trials

March 1, 2018

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 […]

Expanded Patient Access: Balancing Risk and Reward

March 1, 2018

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 […]

SHOWCASE: Brand Building: Building the Brand in a Competitive and Digital Market

March 1, 2018

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 […]

Maximize Brand Health

March 1, 2018

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 […]

Do Brands Have Value After Exclusivity?

March 1, 2018

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 […]

Building a Brand and Creating Value in a Cluttered World

March 1, 2018

“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 […]

Marketing Using Data Analytics

March 1, 2018

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 […]

RNAi on the Verge of Therapy Breakthroughs

March 1, 2018

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 […]

SHOWCASE: Market Research: Market Research in the Age of AI and Big Data

March 1, 2018

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 […]

End of an Era? From the Age of Reason to the Age of Observed Behavior

March 1, 2018

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 […]

Portfolio Analysis — Using Market Research to Master Communications Across a Therapeutic Category

March 1, 2018

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 […]

Women & Health: Lessons in Leadership

March 1, 2018

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 […]

Speak Out

March 1, 2018

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, […]

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