Taren Grom, Editor
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The year to come… making healthcare personal — from medications to communications to lifestyle choices — is one of the resounding trends that will help redefine the healthcare landscape in the coming year, so say the more than 160 experts participating in this special Year in Preview issue. Personalized medicine and the challenges of lining up the right patient with the right drug have been top of mind for R&D leaders for the past several years. And while opinions vary about the financial feasibility of personalized medicine, experts say given the advances in genomics, the real age of personalized medicine is fast approaching and that clinical studies based on genetic profiles will become the standard in the future. The FDA is taking steps to drive biomedical innovation, while improving the health of Americans. As part of its framework, or blueprint to address the changing scientific landscape, the agency is building the infrastructure to drive and support personalized medicine, creating a rapid drug development pathway for important targeted therapies, and harnessing the potential of data mining and information sharing while protecting patient privacy. Personalization will also come to the fore in the communications that are delivered to patients, consumers, caregivers, physicians, etc. Through the use of social media, audience segmentation techniques, and other cutting-edge technologies and strategies, branded and unbranded messaging will be targeted and delivered to patients on an individual basis. This laser-like approach is in stark contrast to the mass-media techniques that have defined the communications arena in the past. As successful as these campaigns have been, our experts say tomorrow’s messages must be targeted and personal if they are to resonate to move patients to action. Edelman’s 2011 Health Barometer study found that globally, people believe that friends and family have as much responsibility for their personal health as do healthcare providers. After “themselves,” almost half (43%) of respondents believe that their friends and family have the most impact on their lifestyle as it relates to health, and 36% believe friends and family have the most impact on personal nutrition. The survey also found that globally, 77% of respondents trust companies more if they are effectively engaging in health, and 65% of respondents trust companies less if they are not effectively engaging in health. In addition, health engagement impacts the bottom line, with almost three-quarters of respondents saying they are likely to buy a company’s products/services (74%), recommend its products/services (73%), and share positive opinions/experiences about a company (71%) if the company is effectively engaging in health. Additionally, 82% of respondents believe it is important for business to improve and maintain the health of the public, yet only 32% said business is currently doing a good job. People want businesses to engage in health in a number of specific ways, including through educating the public, innovation, and improving the health of employees and their communities. From all accounts, it appears that a healthy balance line is dependent upon a healthy approach to addressing and supporting health-positive behaviors. From all of us at PharmaVOICE, we want to personally wish you a healthy and happy 2012. The forum for the industry executive Volume 11 • Number 10 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 Ten 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. Denise Myshko Managing Editor Companies are beginning to adopt a model of open innovation that allows for intellectual property to be shared as a way to create value. Robin Robinson Senior Editor Pharma needs to prepare for the digital age — as it is set to bring change in all that the industry does. Kim Ribbink Features Editor Emerging markets will continue to provide an outlet for discovery, development, and commercialization for multinational companies and their partners. Carolyn Gretton Contributing Editor While technology isn’t a miracle cure for the myriad challenges faced by the life-sciences industry, innovation remains an essential component of ensuring companies’ success in the Pharma 3.0 environment. 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. Coming in January 2012 > New Partnerships: mHealth Update > Marketing Metrics and ROI > Pediatric Drugs > C-Suite: Specialty Pharma > GlobaI Product Launches > Germany > Showcase Feature — Social Media