PharmaVOICE - 
May 2020
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In Every Issue
Letter from the Editor
The sequelae The personal, economic, and cultural upheaval from the [...]
By

Taren Grom, Editor

Upfront
I Stay Home For Rare In response to the COVID-19 [...]
By

PharmaVOICE Staff

HealthTech
Nemaura Medical Repurposes CGM for Temp Monitoring Trend Watch: Health [...]
By

PharmaVOICE Staff

Artificial Intelligence
Experimental AI Tool Predicts COVID-19 Patients Likely to Develop Respiratory [...]
By

PharmaVOICE Staff

Last Word
Unusual Times Call for Outside-the-Box Thinking Lynn O’Connor Vos, President [...]
By

Lynn O’Connor Vos, President and CEO of the Muscular Dystrophy Association

On The Cover

Marketing in the Future
The marketing landscape of tomorrow will look much different as lines continue to blur between consultancies and agencies. An April 2019 poll conducted by Digiday showed that 22% of client-side marketers planned to shift work from agencies to consulting firms. While the majority of respondents said they planned to remain with their agencies, the results [...]
By

Robin Robinson

Features

SHOWCASE: Connected Health & IoT: The Growing Potential of Connected IoT
In healthcare, IoT is being investigated in a wide range of areas — remote monitoring, the use of smart sensors, within medical devices, and in many pharmaceutical applications, such as smart pills and treating disease. There are few hotter or broader topics than the Internet of Things (IoT). According to Deloitte, the market for Internet [...]
By

PharmaVOICE Staff

If I Could Only Ask Two Questions, The First One Would Be: What is Your Data Integration and Analytics Platform Strategy?
It’s really simple, data analytics drives decisions. In the healthcare industry, we use data to better understand the complexity of disease, improve forecasting and communications with patients, design more effective clinical trials, predict trends, customize treatment pathways, and so much more. My experience has proven that by breaking down traditional healthcare silos and integrating services, [...]
By

Brigham Hyde, Ph.D., President, Data and Analytics, EVERSANA

IoT — Skunkworks Origins, Life-Changing Fruition
Before the Internet became the modern technological behemoth we know and cannot live without today, there sat a Coca-Cola vending machine at Carnegie Mellon University in Pittsburgh, Pennsylvania. Back in 1982, David Nichols, a computer science graduate student grew ever-so tired of making the trek from his office to the Coca-Cola machine only to find [...]
By

Carmine Jichetti, Head of the Innovation Lab, Ogilvy Health

Programming Better Health: How the Internet of Things Can Keep Us Well
Healthcare professionals have always struggled to keep their patients healthy. The simplest steps can make a huge difference in the overall health of an individual, but the truth is, all of us are guilty of nonadherence to a variety of things. I have light excuses. I’m certainly guilty of missing a few daily teeth flossings [...]
By

Gene Fitzpatrick, Senior VP, Engagement Strategy, Ogilvy Health

Mobile Brands
Mobile provides effective messaging to both physicians and patients. As the coronavirus greatly affects advertising behaviors across industries, mobile messaging remains a viable tactic for reaching both physicians and patients. According to a March report from IAB, digital ad spending is down 33% and traditional media is down 39%; the majority of advertisers are increasing [...]
By

Robin Robinson

SHOWCASE: Brand Building: The Changing Face of Brand Building
The number of channels that pharmaceutical marketers have open to them for brand building today is vast and each has its own requirements and benefits. Since the mid-1980s, pharmaceutical companies in the United States have been promoting their brands to the public through print, radio, and television advertisements. Today, more and more companies are turning [...]
By

PharmaVOICE Staff

Brand Building: Back to the Basics
As healthcare marketers, we are charged with the vital task of communicating the benefits of pharmaceutical therapies to the healthcare professionals (HCPs), patients, and payers we serve, with the goal of improving the health of individual patients, and more broadly, public health. The importance and challenges of communicating health-related information is on full display during [...]
By

Gordon Olsen, Executive VP, Brand Strategist, Ogilvy Health

The Longing for Belonging
Wanna build a healthcare brand in 2020? Whether you are launching a new product or re-positioning a brand that has perhaps gotten a little long in the tooth, consider the following: Data is out. Belonging is in. Put another way, to connect with today’s consumer, healthcare marketers must start treating their customers like those in [...]
By

Toby Trygg, Executive Creative Director, Ogilvy Health

Changing Health Outcomes with Digital Twins
While the digital twin is not yet widely used in the pharmaceutical industry, the concept has huge potential across R&D and manufacturing. A decades-old technology is coming of age in the life-sciences industry, bringing with it the potential to solve many of the challenges companies continue to face. As companies continue to battle with pipeline [...]
By

Kim Ribbink

Patient Access: Keeping the Channel Open During a Crisis
A managed access program enables pharmaceutical and biotechnology companies to make certain investigational or unapproved treatments available to eligible patients through their prescribing physicians. But what happens when the supply chain is disrupted by a pandemic, such as COVID-19? The worldwide spread of COVID-19 has upended many aspects of the life-sciences industry. Researchers, manufacturers, and [...]
By

Carolyn Gretton

Commanders & Chiefs
The role of chief technology officer has become more encompassing as companies adopt new software and technology-based solutions to solve some of their biggest challenges and create opportunities for new rewards. Zaher El-Assi Decentralizing & Accelerating Trials Next-generation innovations to decentralize and accelerate trials are most critical to my role, our mission at Lightship, and [...]
By

PharmaVOICE Staff

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