PharmaVOICE - 
October 2018
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In Every Issue
Letter from the Editor
Innovation meets the market There are 977 clinical trials under [...]
By

Taren Grom, Editor

Upfront
BMS Participates in V Foundation for Cancer Research Bike Ride [...]
By

PharmaVOICE Staff

HealthTech
Medisafe and Boehringer Ingelheim Partner to Support U.S. Pradaxa Patients [...]
By

PharmaVOICE Staff

Innovator’s Corner
Discovered by AI Dr. Vimal Mehta, CEO of BioXcel Therapeutics, [...]
By

Dr. Vimal Mehta, CEO of BioXcel Therapeutics

Last Word
Addressing Diversity and Inclusion PharmaVOICE 100 — 2018 La’Wana Harris, [...]
By

La’Wana Harris, Director, Global Leadership Development, Sanofi US

On The Cover

Creating a Commercial Path for Innovative Medicines
We are in an era of unprecedented innovation. Gene and cancer immunotherapies, RNAi therapies, smart medicines and digital therapies, as well as a whole host of other innovative remedies still in the pipeline, are treating and even curing life-threatening diseases. But these innovations often come with unprecedented costs and are challenging our current healthcare system. [...]
By

Denise Myshko

Features

SHOWCASE: Patient Solutions: Connecting to the Patient in the Digital Age
Pharmaceutical companies are shifting their mindset away from simply selling to physicians and toward serving the patient. But a truly patient-centric approach requires more than developing drugs to treat disease; it also requires providing services and support that patients want and need to manage their conditions and even to prevent the onset of disease. The [...]
By

PharmaVOICE Staff

Enhancing Pharma’s Patient Support Services
As experts in health-related behavior change and treatment adherence, we are often approached by pharma to augment existing patient support services for a brand or product portfolio. Many recognize the need for enhancement yet express concern about change, wanting to avoid any change that may be perceived as too disruptive for the organization or the [...]
By

Kate Perry, PsychD, Director of Behavioral Science, Atlantis Healthcare

Patient Adherence: Supporting Patients to Drive Better Outcomes
When it comes to health risks, there is one condition that is doing more harm to the health of patients than poor diets, lack of exercise, or even smoking. It is failure to take prescribed medications, also known as nonadherence. According to a 2012 review in the Annals of Internal Medicine1, 20 to 30 percent [...]
By

Tara Herington, VP, Cardinal Health Sonexus Access and PatientSupport

Create Effective Patient Support Programs by Putting the Patient First
Many industry leaders believe that one of the most exciting opportunities for improving healthcare is the development of digital health solutions that can help manage disease, improve outcomes for patients and positively support healthcare professionals (HCPs) to improve the provision of care. However, in order to be effective, these solutions need to be built on [...]
By

Tim Davis, VP, Digital Patient, ERT

A Community Model That Delivers — For Patients and Partners
When people living with chronic health conditions think of the resources they need throughout their journeys, HCPs, treatments and care teams often top the list. However, nobody understands the pain, fatigue and frustration better than others who live with these conditions, making the need for information, validation and connection especially strong among patients and their [...]
By

Tim Armand, President and Co-Founder, Health Union

Reconnecting Patients and Physicians Through Digital Innovations
Annual physicals may be a low priority for many in today’s workforce, interacting with the healthcare system only when ill. Digital tools can strengthen the physician-patient relationship, improving patient engagement and care, but it will require a closer collaboration among all healthcare participants. Healthcare-Collected Records and Patient-Collected Data Digital tools can be separated into two [...]
By

Marshall B. Rovner, M.D., Medical Director, Ogilvy CommonHealth Worldwide, a WPP Health & Wellness Company

Innovative Medicine and Innovative Solutions Go Hand in Hand
In pharmaceutical communication planning, the discovery work of digging into a category, understanding the patient journey, and thinking about how a brand can have a relationship with their customer is both exciting and challenging. The exciting part is creating a communication map to capture the patient journey and the opportunities for the brand to connect [...]
By

Liz O'Neil, Senior VP, Channel Strategy and Research, Ogilvy CommonHealth Worldwide, a WPP Health & Wellness Company

Agencies Pay It Forward
In an open letter to CEOs earlier this year, BlackRock CEO and financial wizard Larry Fink outlined the need for companies to start focusing on the world outside their walls and find a way to serve a larger societal purpose. His thought process is that while focusing on building revenue, companies also have the responsibility [...]
By

Robin Robinson

SHOWCASE: Supply Chain: Rethinking the Supply Chain in the Personalized Medicine Age
Typically, pharmaceutical manufacturing has involved large batch production. However, personalized medicines are highly complex and can’t be made to the same scale or delivered using the same siloed supply chain processes. This poses several organizational challenges for companies, which will need to adjust for complex personalized medications that depend on eliminating error rates. Indeed, there [...]
By

PharmaVOICE Staff

Driving Cost Savings Through Shared-Resources Logistics
For years, pharmaceutical manufacturers have been challenged to lower the costs of moving pharmaceuticals from point A to point B, while keeping them safe at every step in the supply chain. This challenge is more pronounced today as manufacturers face growing pressures to reduce costs, increase efficiency and optimize resource utilization in their business models. [...]
By

Joel Wayment, VP, Operations, Cardinal Health 3PL Services

Trial Sites and Patient Diversity
Having a diverse patient population in clinical trials is important because medicines affect people differently based on age, sex, and race. Biologic, genetic, and even cultural differences between patients can impact how a treatment will actually work in practice. Industry experts say the racial and ethnic make-up of a trial population should match that of [...]
By

Denise Myshko

Nontraditional Pharma Companies
As for-profit life-sciences companies abandon medicines that do not add to the corporate bottom line, nonprofit and nontraditional organizations are pursuing these promising treatments to provide patient populations with important medicines, vaccines, and generics. One such nonprofit company that made headlines this year was Intermountain when it announced in January that it, along with others, [...]
By

Robin Robinson

Upping the Ante in the Fight Against Cancer
The battle to address one of the most deadly and pervasive sets of diseases has been making significant strides. While cancer — as a group of diseases — remains the second-largest killer in the United States, claiming more than 600,000 lives a year, there are a growing number of therapies and treatment modalities to tackle [...]
By

Kim Ribbink

Marketing to Women
Women make about 80% of healthcare decisions for their families, according to the United States Department of Labor. Crafting messaging that connects with these key decision-makers requires marketers to guard against gender-based stereotypes. “From the #MeToo Movement to Fearless Girl, women are having their voices heard in entirely new ways right now,” says Kathy Delaney, [...]
By

Robin Robinson

Red Zone: Avoid Enrollment Pitfalls by Engaging with Best-Fit Sites
Perhaps the single most important consideration in selecting a site is whether it can make its enrollment. Many don’t; in fact, 20-25 percent of all clinical studies close because they fail to meet enrollment targets.1 For decades, sponsors have found their “best fit” sites and returned to them for future studies. But in the era [...]
By

WCG Clinical Services

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