PharmaVOICE - 
March 2019
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In Every Issue
Letter from the Editor
Hackathons and Innovation Hackathons have come a long way since [...]
By

Taren Grom, Editor

Upfront
Let’s talk About Mental Health In Men Otsuka has launched [...]
By

PharmaVOICE Staff

HealthTech
The World’s First Virtual Caregiver Unveiled Trend Watch: Meeting Patient [...]
By

PharmaVOICE Staff

Artificial Intelligence
Genpact Research: AI Adoption Accelerating Trend Watch: AI Applications Grow [...]
By

PharmaVOICE Staff

Innovator’s Corner
Restoring the Microbiome Todd Krueger, President and CEO of AOBiome [...]
By

Todd Krueger, President and CEO of AOBiome Therapeutics

Last Word
Connecting Rare Disease Patients Angie Rowe, Interim Executive Director, Global [...]
By

Angie Rowe, Interim Executive Director, Global Genes

On The Cover

Hacking the Biopharma Industry
Biopharmaceutical companies and their partners are taking a page from Silicon Valley by sponsoring hackathons and competitions to drive innovation in research and develop new solutions for patients. Pharma companies are reaching outside their own walls to discover innovative new ways to improve the R&D process. And they are employing some of the same methods [...]
By

Denise Myshko

Features

SHOWCASE: Brand Building: Brand Awareness in a Patient-Centric Era
Today, pharmaceuticals, biotech products, and other treatments are part of a broader approach to healthcare that encompasses preventative tools, wellness, and patient or consumer preference. The pharmaceutical industry no longer exists in a silo. How companies build their brands and brand awareness must account for shifting dynamics with the creation of a new lexicon — [...]
By

PharmaVOICE Staff

Once Upon A Time in Marketing
Have you noticed how many “storytellers” there are in our industry today? Just do a search on LinkedIn. There are brand and strategy storytellers. Heads of digital storytelling. Storytellers-in-chief. Seemingly legions of people in the business of storytelling. You could certainly dismiss it as a fad, like open floor plans or ping pong and pool [...]
By

Lou Iovino, President, Calcium

Customer-Centric Brand Building
The pharmaceutical company landscape is transforming. With this evolution, brand portfolios range from mass production of products for chronic diseases affecting large portions of populations, to development of novel treatments for rare diseases and personalized medicine. Today, we have the domination of big pharma, as well as multiple biopharma collaborations, and joint ventures. Furthermore, an [...]
By

Brandie Linfante, Senior VP, Engagement Strategy, Ogilvy Health

People + Purpose + Progress: Making Healthcare Brands More Relevant in Today’s Changing Market
My favorite definition of a brand is the one that goes “a brand is something that lives between your ears.” A more tangible description comes from author James Gregory who says, “a brand is the sum total of all the images, ideas, and experiences associated with that brand.” So when we ask ourselves what it [...]
By

Johanna Skilling, Head of Planning, North America, Ogilvy Health

Customer Co-Creation: Engaging and Activating Advisors
Leveraging Design Thinking to Uncover Better Real World Solutions in Advisory Boards Traditional Advisory Boards are Broken These are real quotes we have collected from colleagues and clients across the life sciences industry over the past few years. The idea of engaging customers to better understand their needs and gain their perspective is alluring, yet [...]
By

Drew Beck, VP, Director of Innovation, Syneos Health Communications

The Big Deal About Small Data
Big data gets all the hype, but the power of small data cannot be overlooked. Small data is mighty. Small data is small enough for human comprehension, in a volume and format that are accessible, informative, and actionable. Certainly, big data has gotten a lot of hype over the past few years, but savvy marketers [...]
By

Robin Robinson

Picture Perfect: Instagram’s Place in Pharmaceutical Engagement
Instagram is a robust social media forum with more than 1 billion monthly active users, but success depends on understanding how to harness its visual power. What do photo sharing and the pharmaceutical industry have in common? The answer is a lot more than you might expect. Instagram has become an important way to connect [...]
By

Kim Ribbink

Wearables In Clinical Trials
Wearables are improving the clinical trial experience for patients and satisfying the need to collect data for real-world use studies. Experts agree: future drug development will be based on broader, real-time patient data. Connected health, which includes wearable devices and mobile health (mHealth) technology, is providing the industry with an opportunity for patient-centric data generation. [...]
By

Denise Myshko

Executive Perspective: A New Beginning: The Future of Global Communications
When two veteran healthcare advertising executives decide to rejoin forces, the natural — and expected — assumption is that they would launch a new, differentiated, potentially funky, boutique-type communications agency. Well, Matt Giegerich and Shaun Urban are doing anything but the expected. Their new venture is still differentiated, funky, boutique-ish, and communications-oriented, but far afield [...]
By

Matt Giegerich, CEO and Shaun Urban, President, The Inception Company

Red Zone: Innovation from the Inside Out
In November 2018, Cognizant was proud to introduce two new products into the Life Sciences market. Both came out of our Accelerator LaunchPad program, which solicits ideas, creates internal startups, and launches only those products that can survive and thrive throughout its rigorous process. But what makes a company known for its systems integration and [...]
By

Ari Srinivasan, Venture Partner and Head - Life Sciences Products & Platforms, Cognizant

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