Letter from the Editor

Contributed by:

Taren Grom, Editor

NOTE: The content below contains the first few paragraphs of the printed article and the titles of the sidebars and boxes, if applicable.

Are You Ready for 2013? You may not need to dig out the Crystal ball to predict that in 2013 one of the driving trends is going to be outcomes. How important will real-world evidence be to demonstrate a product’s value? Well, according to a PwC recent survey for its “From Vision to Decision Pharma 2020” report, four-fifths of the U.S. health insurers polled now require evidence of cost-savings or a clear clinical benefit to include new products in their formularies, 16% have also entered into outcomes-based contracts with pharma companies, and another 33% expect to do so within three years. PwC analysts identify outcomes as a key “lever” for the industry to use to demonstrate the worth of its products with real-world evidence showing lower mortality and morbidity rates or savings in total healthcare costs. But pulling the outcomes lever will require major changes, and it’s no surprise that the three functions they say will be particularly affected will be: R&D, health economics, and marketing and sales. Three areas that basically cover the entire continuum affecting most business functions, strategies, and roles. In addition to value-based purchasing based on outcomes, PwC outlines several other trends that will shape the new healthcare environment between now and 2020, including economic volatility; a focus on key mature markets and growth markets; an aging global population, 7.6% to 9.4% of which are 65 and older; an obesity epidemic; social media; a specialist-medicine business model; treatments for rare/acute diseases; and products marketed to healthcare payers. PwC is not alone in tapping outcomes as a key driver. Analysts at IDC Health Insights also say health organizations will need to become agile businesses that delivery high-quality patient outcomes at a reduced cost. With a perspective toward the technology angle, IDC offers its top 10 predictions for 2013: No. 1. Health Reform: status quo after the 2012 elections No. 2. Meaningful Use: a work in progress, but providers start to look ahead No. 3. 34 states will not have an operational HIE in 2013 No. 4. ACOs will lay foundational groundwork before investing widely No. 5. Consumers begin to abandon PCs; embrace mobile for Internet use No. 6. The doctor will see you now online No. 7. Large payers become technology suppliers No. 8. Platform-as-a-service emerges as a viable infrastructure option No. 9. Translational research will break through to the clinic No. 10. Managing chaos and uncertainty will be the biggest challenge In 2013, we will be covering these and other hot button issues of the times to help you navigate a successful course. Publisher Lisa Banket Editor Taren Grom Creative Director Marah Walsh Managing EDitor Denise Myshko Senior EDitor Robin Robinson features EDitor Kim Ribbink design associate Ariel Medel national account managerS Trish Kane Cathy Tracy WEBCAST?NETWORK?PRODUCER Daniel Limbach CIRCULATION Assistant Kathy Deiuliis Copyright 2013 by PharmaLinx LLC, Titusville, NJ Printed in the U.S.A. Volume Thirteen, Number One 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: tgrom@pharmavoice.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: mwalsh@pharmavoice.com. 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: lbanket@pharmavoice.com. Denise Myshko Managing Editor Changes to Medicare through health reform could have far reaching efforts leading to a shift in pharma’s customers. Robin Robinson Senior Editor Now more than ever, the industry faces the ­challenge of ­demonstrating that its products ­improve health ­outcomes; ­therefore it needs to take greater ­efforts to supply and ­support tools that help track ­outcomes and improve care. Kim Ribbink Features Editor Smaller emerging ­markets are becoming more interesting to pharma ­companies ­because of their largely untapped potential from a commercial and clinical standpoint. Volume 13 • Number 1 Send your letters to feedback@pharma­voice.com. 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.

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