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Cheers! Time flies when one is having fun. And the last 10 years have been extremely fun and extremely rewarding. It’s been great getting to know so many of you throughout the life-sciences industry. Back in 2001, the term life-sciences was not common, in fact many questioned us as to what it meant. We believed, and still maintain, that the “pharmaceutical” industry was much larger than had been previously categorized and encompasses companies of all sizes and shapes that make up the continuum of patient care. (The challenge was that LifeSciencesVOICE just didn’t fit on the cover.) Then as now, we also believed that the industry was more than pills and bottles and the real heroes were those who continually strive to improve the quality of life for those who are most in need; it’s been a great pleasure to feature more than 10,000 of you in the pages of PharmaVOICE in the past 10 years. This month we take a rare look back at the game changers that have shaped the industry for the past decade, and at the same time we look to the future to understand what new paradigms will influence all aspects of healthcare. As always, we thank the thought leaders featured in this issue who took the time to provide us with their valuable insights and predictions. Here are a few top line results that Booz Allen identified as “market truths” that will continue to play out in the next several years: more than 70% of product launches in recent years missed their initial analyst sales forecasts; tenders and contracts represent more than a quarter of the global pharmaceutical market, and their share is growing; between 2010 and 2013, half of the growth in healthcare will come from the “E7” countries (Brazil, China, India, Indonesia, Mexico, Russia, and Turkey); the rate of new drug discovery in the period from 2000 to 2010 was so low that the head of a major pharmaceutical company dubbed it the “lost decade;” the cost of development from protocol design to patient enrollment continues to skyrocket — in industry-sponsored clinical trials in the U.S., for example, on average only 14 patients are enrolled for every 100 patients screened; potential economies of scale in manufacturing and the supply chain remain unexploited; and although income growth has been buoyed by multiple cost reduction initiatives, the sector’s return on invested capital continues to decline. We invite you to dive into this month’s issue, which explores these market trends as well as many others. We also invite you to share with us what you believe the biggest game changer has been or what you think will be the most important trend in the coming years. E-mail me at firstname.lastname@example.org. I would love to hear from you. On behalf of my two co-founding partners of PharmaVOICE — Lisa Banket and Marah Walsh — as well as our talented and dedicated team, I thank you for sharing our journey. And we look forward to bringing you in-depth and thoughtful commentary for another 10 years. Publisher Lisa Banket Editor Taren Grom Creative Director Marah Walsh Managing EDitor Denise Myshko Senior EDitor Robin Robinson features EDitor Kim Ribbink Contributing Editor Carolyn Gretton design associate Ariel Medel national account managerS Trish Kane Cathy Tracy WEBCAST?NETWORK?PRODUCER Daniel Limbach CIRCULATION Assistant Kathy Deiuliis Copyright 2011 by PharmaLinx LLC, Titusville, NJ Printed in the U.S.A. Volume Eleven, Number Three PharmaVoice (ISSN: 1932961X) is published monthly except joint issues in July/Aug. and Nov./Dec., by PharmaLinx LLC, P.O.?Box 327, Titusville, NJ 08560. Periodicals postage paid at Titusville, NJ 08560 and additional mailing offices. Postmaster: Send address changes to PharmaVoice, P.O. Box 292345, Kettering, OH 45429-0345. PharmaVoice Coverage and Distribution: Domestic subscriptions are available at $190 for one year (10 issues). Foreign subscriptions: 10 issues US$360. Contact PharmaVoice at P.O.?Box 327, Titusville, NJ 08560. Call us at 609.730.0196 or FAX your order to 609.730.0197. Contributions: PharmaVoice is not responsible for unsolicited contributions of any type. Unless otherwise agreed in writing, PharmaVoice retains all rights on material published in PharmaVoice for a period of six months after publication and reprint rights after that period expires. E-mail: email@example.com. Change of address: Please allow six weeks for a change of address. Send your new address along with your subscription label to PharmaVoice, P.O. Box 292345, Kettering, OH 45429-0345. Call us at 800.607.4410 or FAX your change to 937.890.0221. E-mail: firstname.lastname@example.org. Important notice: The post office will not forward copies of this magazine. PharmaVoice is not responsible for replacing undelivered copies due to lack of or late notification of address change. Advertising in PharmaVoice: To advertise in PharmaVoice please contact our Advertising Department at P.O.?Box 327, Titusville, NJ 08560, or telephone us at 609.730.0196. E-mail: email@example.com. The forum for the industry executive Volume 11 • Number 3 Denise Myshko Managing Editor Technology is one of the top drivers of change in the life sciences. Robin Robinson Senior Editor Sanofi-Aventis, Merck, and Lilly are all featured in the social media column this month. Who says pharma isn’t using social media? Kim Ribbink Features Editor There are numerous collaborations between global pharma companies and India-based companies. Carolyn Gretton Contributing Editor The next generation of pharma advertising will likely feature a blend of new and traditional media formats shaped to fit the customized, interactive nature of 21st century communications. > Late-Phase Trials > Lead Generation and Advertising > Emerging Market — Russia > Showcase Features — Sales Training IRBs Letters Send your letters to firstname.lastname@example.org. Please include your name, title, company, and business phone number. Letters chosen for publication may be edited for length and clarity. All submissions become the property of PharmaLinx LLC.