PharmaVOICE - 
September 2021
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In Every Issue
Letter from the Editor
Who you gonna call? Alexa, Echo, Siri, et al … [...]
By

Taren Grom, Editor

Upfront
GTO and Honeycomb Team Up to Raise Money for Rare [...]
By

PharmaVOICE Staff

HealthTech
McKinsey: Telehealth Use 38 Times Higher Than Pre-COVID-19 Use Trend [...]
By

PharmaVOICE Staff

Artificial Intelligence
University of Washington Researchers Create AI Platform for Predicting Protein [...]
By

PharmaVOICE Staff

On The Cover

Agency Roundtable: Strategic & Creative Leadership
In the high-demand, high-service, high-stakes advertising and communications sector of the life-sciences industry, agency executives consistently juggle myriad client priorities, business pressures, and channel opportunities, all the while keeping the creative juices flowing. Some of the industry’s top strategists and creative talents join this month’s Agency Roundtable to raise their voices on what’s hot and [...]
By

Taren Grom, Editor

Features

SHOWCASE: Big Data: Pharma Leads the Way with Big Data Investment
As the pandemic creates urgency, the pharmaceutical industry is pushing ahead on data-driven solutions. Life-sciences companies are embracing big data as a way to drive innovation, with some indications that the industry has moved more aggressively on implementing data-led solutions in the past year than many other industries. A 2021 survey from NewVantage Partners (NVP) [...]
By

PharmaVOICE Staff

Big Healthcare Drives a Better Patient Experience
Five ways real-world data adds value in the drug development and commercialization lifecycle. The drug development industry has access to vast stores of real-world data (RWD) that reflect the healthcare journeys of millions of patients across the globe. And the scale of these assets grows exponentially every day. Every time a patient visits their physician, [...]
By

Mark Brown, VP, Global Patient and Site Solutions, IQVIA

SHOWCASE: Digital Marketing: Leveraging Multiple Digital Tools to Connect to Customers
Savvy consumers are forcing pharmaceutical marketers to look for different ways to connect and for messaging to resonate. A competitive, highly regulated landscape combined with increasingly digitally savvy customers is forcing the life-sciences industry to be both more expansive and more strategic with its marketing programs. Most companies have turned to digital platforms in response [...]
By

PharmaVOICE Staff

Optimizing Your Digital Marketing Spend and Field Deployment to Impact Script Adoption
In today’s competitive global market, pharmaceutical companies can’t afford to waste time or resources on strategies that don’t generate scripts or fit product and patient needs. Without data-informed, fully integrated campaigns, there’s a missed opportunity to mine deep insights that can inform next steps and accurately pinpoint efforts to doctors and patients who could benefit [...]
By

Amy Hutnik, General Manager – Agency, Advisory & Evidence Services, EVERSANA

The Road Ahead: Creating Sustainable Value by Leveraging Data, Media, and Technology
Innovative technology has been driving high-touch experiences for decades. Artificial intelligence, machine learning, and advanced analytics are the latest advancements to help marketers reach customers and drive performance. The pandemic further accelerated their adoption, and healthcare marketers are leaning even harder into these areas and the realm of big data to push the boundaries of [...]
By

Bryan O’Malley, Head of Technology, Rommel Fernandez, Chief Analytics Officer, Sheyda Karvar, Head of Media, and Nick Bartolomeo, Head of Shift Performance, Fingerpaint

Social Media — Shaping the Healthcare Marketing Landscape
The continuing rise of social and digital media has changed the landscape of marketing, and the impact of this on the healthcare industry is just as large as that of any other vertical. The digital and social landscape can feel overwhelming, with constant changes to social platforms, new digital media capabilities, and a constant influx [...]
By

Teresa Shiang, Director, Social, Ogilvy Health

Does Your Agency Partner Have an Innovation Lab? It Should.
Times change. It’s cliché to say it, I know, but it really is one of the few constants in the universe. Yet many agencies still struggle with this truth. Of course, it’s easy to get caught up in the day-to-day routine of agency life. Everything just cruising along, no insurmountable bumps, nothing to derail the [...]
By

Carmine Jichetti, Head of the Innovation Lab, Ogilvy Health

Healthcare Has Much to Teach Big Tech About Human Relationships
In July, an artificial intelligence subsidiary of Alphabet, Google’s parent, provided the latest glimpse of how Big Tech is changing life sciences. An AI tool called AlphaFold, from Alphabet’s Deep Mind unit, predicted the 3D structure of nearly all human proteins and put the information in a public database. Many scientists believe this milestone has [...]
By

Michelle Keefe, President, Commercial Solutions and Howard Brock, Senior Managing Director, Head of Customer and Digital Engagement | Commercial Advisory Group, Syneos Health

Medical Science Liaisons: A New Virtual Reality
COVID-19 has kept medical science liaisons grounded for more than a year. In response, they’ve been busy mastering the art of the digital connection to continue delivering crucial scientific information to healthcare practitioners and key opinion leaders. Our experts agree the role of the medical science liaison (MSL) has never been more vital as during [...]
By

Carolyn Gretton

The Evolving Patient Journey
Traditional patient-support programs must adapt to the new normal Many elements of healthcare have changed since the onset of the pandemic, most of all patient behavior and the patient journey. The move to virtual health and telemedicine provides more opportunities to touch patients along all phases of their journey. Experts say these opportunities have always [...]
By

Robin Robinson

3 Ways to Better Enable your MSLs: The Case for Context
Like every other stakeholder in the healthcare system, medical science liaisons (MSLs) faced upheaval related to the COVID-19 pandemic. As medical practices pivoted to telehealth, MSLs shifted from in-person interactions to virtual sessions with thought leaders (TL). For their commitment and resilience, MSLs deserve kudos. But as the industry continues navigating a “new normal,” MSLs [...]
By

Jennifer Millard, Vice President of Field Medical Affairs and Market Access Deployment Services, IQVIA

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