PharmaVOICE - 
Nov./Dec. 2019
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In Every Issue
Letter from the Editor
Imagining what’s next… By 2020, it’s estimated that 1.7 megabytes [...]
By

Taren Grom, Editor

Upfront
Multiple Myeloma Research Foundation’s Endurance Cycling Event The Multiple Myeloma [...]
By

PharmaVOICE Staff

HealthTech
Apple Research App Allows U.S. Consumers to Participate in Health [...]
By

PharmaVOICE Staff

Artificial Intelligence
Novartis and Microsoft Collaborate on AI Lab Trend Watch: AI [...]
By

PharmaVOICE Staff

Last Word
Remaking Clinical Trials with the Patient in Mind Tammy Guld, [...]
By

Tammy Guld, Global Team Lead for Janssen Clinical Innovation

On The Cover

The Year Ahead…
We ask more than 130 experts, what needs to happen to address inefficiency and productivity to achieve aspirational goals for healthcare in the future. For this year’s special 2020 Year in Preview issue, we posed 20 provocative questions to our community of thought leaders, who represent all aspects of the life-sciences industry. We curated responses [...]
By

Taren Grom, Editor

Features

SHOWCASE: eSolutions: The Digital Future is Here: Technologies Are Driving Change
The role of healthcare technology is evolving rapidly. Changing consumer demands and habits and initiatives at a government and industry level are hastening innovation, the adoption of digital health tools, and driving technologies to reach new heights. According to a recent survey conducted by Forbes, 89% of respondents are using at least one digital health [...]
By

PharmaVOICE Staff

Enhancing Patient Engagement Through eClinical Technology
The opportunities to strengthen patient engagement across all phases of clinical development have never been greater. Today’s patients are savvy consumers of technology and they expect it to be both easy and enjoyable to use. Study sponsors and clinical research organizations (CROs) should take advantage of the latest tools to ensure that patients’ involvement meets [...]
By

James Munz, VP, eCOA Product Development ERT and Chris Watson, Ph.D., Director of Product Strategy, Digital Patient
ERT

Virtualizing Your Clinical Trials
With modern innovation and advances in medical technology, clinical studies and the way they’re conducted are changing. The traditional method of having to travel to a lab, hospital, or test site is inconvenient. Although facility-based studies have consumed the research market for the last century, it should no longer be a mandatory requirement for much [...]
By

Anthony Costello, VP of Mobile Health, Medidata

Machine Schooling
In Douglas Adams’ “The Hitchhiker’s Guide to the Galaxy,” the epoch-spanning artificial intelligence (AI) engine known as Deep Thought wraps its electronic brain around answering the ultimate question of life, the universe, and everything. No one knows what that question is — but I’m imagining healthcare to be at the heart of such a power [...]
By

Dan Chichester, Chief Experience Officer, Ogilvy Health

A Lens Into the Future of Healthcare With Technology-based Solutions
In 2015, it became apparent that investors were rapidly pouring money into digital health start-up companies and backing innovators who were eager to stake their claim within the trillion-dollar healthcare industry. In 2019, hardly a day goes by without us hearing about yet another company acquiring funding to “get into healthcare.” The deals are getting [...]
By

Ritesh Patel, Chief Digital Officer – Health, Ogilvy

SHOWCASE: Supply Chain: A Complex Global Network: Safely Managing the Supply Chain
From logistics to storage to tracking and more, the pharmaceutical supply chain is one of the most complex distribution systems of any industry. Most companies lack the efficiencies and equipment needed to deal with the diversity of products in the complex pharmaceutical supply chain. According to a PwC report, pharmaceutical companies will need to rethink [...]
By

PharmaVOICE Staff

Managing Cash Flow and Financial Risk for Cell & Gene Therapies
Since the approval of the first CAR-T therapy products in 2017, there has been great excitement around the potential for cell and gene therapies to transform treatment for cancer and other complex diseases. Yet, while optimism is well founded, the journey to make these products available to patients has not been entirely smooth. Despite their [...]
By

Joel Wayment, VP, Operations, 3PL Cardinal Health Specialty Solutions

Navigating the Cycle of Supply Chain Complexity
The pharmaceutical industry’s development and commercialization of innovative new therapies exceeds expectations year after year. It’s truly remarkable to watch these products enter the market and effect real change on patients. As the President of Channel Management at EVERSANA, I’ve had the privilege of working with global manufacturers to strategize and build unique supply chain [...]
By

Danny Williams, President, Channel Management & Compliance Services, EVERSANA

After Approval, Can Gene Therapies Achieve Marketing Success?
Having a well-designed plan that addresses the needs of all stakeholders — patients and their families, medical institutions, payers and manufacturers — will help drive successful outcomes. The advent of gene therapy — personalized medicine reflecting the potential to minimize or cure disease — is an extremely exciting field in disease management. This new frontier [...]
By

Denise Myshko

The Future of Decentralized Trials
Our industry leaders had much to say about patients participating in clinical trials from home, from community sites, virtually — in essence a hybrid of the current system. What would be the impact of siteless trials on clinical development? A provocative question, and one that we posed recognizing that the practical application of clinical trials [...]
By

Denise Myshko

Real-Time Hope for Rare Diseases
With advances in genomics sequencing combined with AI and other tools to speed up data analysis, the potential for quickly diagnosing and ultimately developing therapies that can treat patients with rare diseases in real time grows. The rare diseases space has come on leaps and bounds over the past decade. Advances have been made in [...]
By

Kim Ribbink

Behavioral Science’s Impact on Marketing
Behavioral science enables pharma to acquire a greater understanding of its consumers and how to better message them in order to motivate them to change their behavior. Are you a promoter or a preventer? According to the book, “Why We Resist,” written by Syneos Health Communications’ experts Leigh Householder and Kathleen Starr, Ph.D., you will [...]
By

Robin Robinson

Patient Influencers Are Transforming Pharma Marketing Strategies
Companies need to harness the power of social media community influencers — the new healthcare decision makers. Social media provides a huge opportunity for pharma companies to engage with patient leaders and connect to their larger community audiences. Working with advocates and influencers not only yields pertinent insights about what consumers want and need, but [...]
By

Robin Robinson

The Changing Role of the Traditional Pharma Brand
Experts say the industry needs to reinvent its role to create value in diagnostics, prevention, and digital health solutions beyond its traditional brands. According to a Strategy& report out earlier this year, healthcare will be centered on patients who are empowered to prevent diseases rather than seeking treatment by the year 2030. Patients will receive [...]
By

Robin Robinson

Dr. Robot
Robots and docs — automation and clinician. In Disney’s animated hit Big Hero 6, we got a glimpse of what a future of a robot-enabled healthcare future might look like. Disney’s Baymax is an inflatable robot whose sole purpose is to take care of people in everyday life. But real-life medical robots made their debut [...]
By

Taren Grom, Editor

Wearing Your health: The Case for Smart Clothing
As the wearable market continues to expand, the potential for smart clothing to monitor and manage health is breaking new ground. The market for wearables is continuing to grow as more companies enter the space and as more and more consumers acquire devices. According to IDTechEx, the market for wearables was valued at billion [...]
By

Kim Ribbink

Putting Healthcare IoT in the Home
The futuristic concept of remote monitoring of patients using the Internet of Things is already here and being used to improve health outcomes. Digitization has become a reality in healthcare, and it’s helping to drive more patient choice, including the ability to manage patient health from the home. Wearable devices and telemedicine allow for remote [...]
By

Kim Ribbink

Patient Care: Treatment to Cure
Moving the industry from a focus on treatment to a focus on prevention will require data, new financial incentives, and a change in how healthcare is delivered and paid for. Today, the U.S. healthcare system is a collection of disconnected components: health plans, hospital systems, pharmaceutical companies, medical device manufacturers, and so on. Healthcare consumers [...]
By
Bringing Humanity Back to Healthcare
Technology can seem impersonal, but it can also be the driver for enabling more personal connections with patients. From the development of medicines by pharma companies to advancements in treatment protocols to using data to better apply therapeutic regimens, the healthcare industry is committed to using the best scientific and technological developments to improve outcomes. [...]
By

Kim Ribbink

Can Healthcare Be Equitable?
Addressing disparities in health is key to achieving progress toward health equity, but in a complex environment how can these goals be achieved? According to the World Health Organization, equity is “the absence of avoidable or remediable differences among groups of people.” From a healthcare perspective, what this means in terms of patient care is [...]
By

Kim Ribbink

Technology Plus Science: New Company Model?
We asked a variety of experts what would happen if Apple, Amazon, Google or another big technology company bought a pharma company? Our experts are divided on the likelihood of this happening, but if it did, they say it would be transformational. For more than a decade we have been discussing the role that technology [...]
By

Robin Robinson

Big Data Requires Big Thinking
As more and more data becomes available, the role of the data scientist will rise in the industry. Are data scientists the new superheroes of the future for pharma drug development? That depends on who you ask. The general consensus, however, is that data scientists have the capacity to improve the effectiveness and efficiency of [...]
By

Robin Robinson

Breaking Down Barriers: Defining Metrics for Diversity & Inclusion
It’s become increasingly apparent that D&I metrics need to go beyond numbers of gender and ethnic hires to be meaningful. Diversity and inclusion (D&I) programs are a hot topic for businesses. Across the life-sciences industry, companies have put in place D&I departments to address the gender gap as well as barriers facing people of color. [...]
By

Kim Ribbink

What if Funding Novel Ideas Was More Equitable?
Many innovative medicines are in the pipeline. But new funding approaches will be needed to make sure there is a greater chance that they are brought to market. An EvaluatePharma 2018 report suggests an increase in worldwide pharmaceutical R&D spending. Compared with 2016, global R&D spending in 2017 surged by 3.9% to 5 billion. As [...]
By

Denise Myshko

A Crisis of Trust: Pharma’s Battle to Win Back Public Confidence
A Gallup poll ranks the pharmaceutical industry at rock bottom in terms of trust. So what can pharma do to overcome its image problem? Public trust in the pharmaceutical industry is at an all-time low. Data from Gallup’s latest Work and Education poll, carried out in the first two weeks of August each year, ranks [...]
By

Kim Ribbink

Inspiring the Next Generation
To solve the industry’s biggest challenges, healthcare companies need to attract and engage the brightest talent. Gen Tech, Gen Wii, Net Gen, Digital Natives — these are some of the descriptors used to identify the next generation of the workforce. While Millennials will account for 50% of the global workforce in 2020, they are no [...]
By

Taren Grom, Editor

Creating a Culture of Innovation
To create a culture of innovation, pharma companies will need to encourage different ways of thinking. By definition, innovation is “a new idea, creative thoughts, new imaginations in form of device or method.” Innovation is also viewed as the application of better solutions that meet new requirements, unarticulated needs, or existing market needs. “Innovation means [...]
By

Taren Grom, Editor

The Uptick in AI Use Will Bring Pharma Into the Future Faster
The top 10 pharma companies have all collaborated with or acquired AI technologies: Novartis, Roche, Pfizer, Merck, AstraZeneca, GSK, Sanofi, Abbvie, Bristol-Myers Squibb, and Johnson & Johnson. Reports projecting where the industry would be in terms of artificial intelligence (AI) in 2020 predicted that AI and machine learning were set to transform the pharmaceutical industry [...]
By

Robin Robinson

Speak Out: How Relationship Marketing Can Deliver an Unparalleled Patient Brand Experience
When it comes to patient engagement, pharma marketers must modernize their approach, making it more personalized and proactive, because the expectations of patients are changing. With companies like Amazon influencing them, patients have come to expect a user experience that is flawlessly tailored to their individual needs. As marketers, this means taking a deep dive [...]
By

Anne Marie White, head of brand strategy, Fingerpaint and Nick Bartolomeo, head of digital strategy, media, and analytics, Fingerpaint

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