PharmaVOICE - 
September 2019
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In Every Issue
Letter from the Editor
Times Are a Changing… In speaking with a dozen-plus agency [...]
By

Taren Grom, Editor

Upfront
CSL Behring Sponsors Biotech-Themed Mural CSL Behring’s sponsorship helped to [...]
By

PharmaVOICE Staff

Innovator’s Corner
The Intersection of Physics and Biology Daniel O’Connor, President and [...]
By

Daniel O'Connor, President and CEO, OncoSec

HealthTech
New Microscope Reveals Interactions Between Drugs and Receptors Trend Watch: [...]
By

PharmaVOICE Staff

Artificial Intelligence
Using AI to Connect Patients To Clinical Trials Trend Watch: [...]
By

PharmaVOICE Staff

Last Word
Improving Clinical Trials Through Conversations Suzann Johnson, Associate Director of [...]
By

Suzann Johnson, Associate Director of Investigator and Patient Engagement at Janssen

On The Cover

Agency CEO Roundtable
A baker’s dozen of agency leaders break down the trends, pain points, and cultural influences that are impacting their strategies as well as those of their clients. In our second annual agency insights forum, 13 healthcare agency CEOs and presidents provide their take on the trends, challenges, and opportunities that lie ahead for themselves and [...]
By

Taren Grom, Editor

Features

SHOWCASE: Big Data: Realizing Big Impacts from Investing in Big Data
The pharmaceutical industry is investing more and more in big data to transform different parts of the business and bolster pipelines. Investment in big data is expected to grow to billion by the end of 2021, up from .7 billion in 2018, comprising spending on hardware, software, and professional services. The potential impact of [...]
By

PharmaVOICE Staff

Why Patients Avoid Clinical Trials
And how big data, analytics, technology and domain expertise can help change the paradigm The pharma industry has a big challenge when it comes to clinical trials, one that continues to hinder the industry’s approach to research. Sponsors want patients to enroll in their trials, but the clinical research environment can be so onerous and [...]
By

Cynthia Verst, PH.D., President, Design and Delivery Innovation R&D Development Solutions, IQVIA

A Framework for Harnessing Big Data in Creative Ideation
We propose a five-part framework for marketers and advertisers looking to harness the potential of data and creativity in healthcare communications in this era of big data and artificial intelligence. Data and Creativity Big data and its related components, such as AI and deep learning, are big topics today and need no introduction. These capabilities [...]
By

Iyiola Obayomi, Practice Lead, Marketing Analytics, Ogilvy Health

No Longer Lost in Translation
Biopharma companies, academia, patient groups, and the NIH are embracing translational medicine to increase the number of drugs that can be successfully brought to market. The current process of translating a new discovery into a therapy is slow and expensive. The average length of time from discovery to approval of a new drug is more [...]
By

Denise Myshko

SHOWCASE: Digital Marketing: Be Where the Consumer Is: A Digital Marketing Imperative
To get their messages across, marketers must reach people through many different forums, based on what the consumer wants and expects. Pharmaceutical marketing has undergone a profound change in the digital era. Research shows 89% of people in North America alone are online, which means digital marketing must be front and center of any campaign [...]
By

PharmaVOICE Staff

6 Insights to Market Boldly in the Digital Age
As pharma marketers, we no longer “do digital.” Instead, we are digital. It is a mind-set. It has become the core of every facet of a marketing plan. When we think about the work that we do, the goal should always be to connect with customers — HCPs, patients, care partners, advocacy groups, etc. — [...]
By

Andy Pyfer is a partner at Fingerpaint and head of the Conshohocken, Pa., and Phoenix, Ariz., offices., Bill McEllen is a partner at Fingerpaint and head of the Saratoga Springs, N.Y., and Cedar Knolls, N.J., offices., Nick Megjugorac leads the strategy team in Cedar Knolls, N.J., Laura Wilson and Carol Patel are members of the strategy team in Cedar Knolls, N.J., Craig Mattes is head of creative in Phoenix, Ariz.

Can Artificial Intelligence Really Improve the Customer Experience in Healthcare Marketing?
Artificial intelligence (AI) has been described as many noteworthy life-changing and impressive things: the new electricity, more notable than rocketry, an accomplishment as prominent as the launch of the internet, one of the greatest inventions by mankind. Even though AI is considered relatively young technology, the first official AI program, a problem-solver called The Logic [...]
By

Brandie Linfante, Senior VP, Engagement Strategy, Ogilvy Health

Linguistics and Social Listening: Identifying Real Patient Language (and Why You Should)
Cog fog. Brain zaps. ALKies. Patients and caregivers use unique language in their online communities. This is normal. All types of communities develop shared language and meanings over time. The true meaning of language is not fixed, but ever-evolving and co-created through common usage. Health-related language is especially susceptible to change, due to medical advances. [...]
By

Katy Hewett, Linguistic Insights Manager, Ogilvy Health and Tabytha Gil, Linguistic Insights Analyst, Ogilvy Health

Health Technology: The Merging Disciplines of Medicine and Innovation
The colliding worlds of healthcare and technology are creating new opportunities address unmet medical needs. The World Health Organization defines health technology as the “application of organized knowledge and skills in the form of devices, medicines, vaccines, procedures and systems developed to solve a health problem and improve quality of lives.” From drug development to [...]
By

Robin Robinson

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