PharmaVOICE - 
May 2021
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In Every Issue
Letter from the Editor
Illuminating leadership When PharmaVOICE first had the honor of recognizing [...]
By

Taren Grom, Editor

Upfront
AstraZeneca Sponsors USA Science & Engineering Festival’s X-STEM AstraZeneca is [...]
By

PharmaVOICE Staff

HealthTech
Amazon Care Expands Reach Trend Watch: COVID-19 Forces Healthtech Innovations [...]
By

PharmaVOICE Staff

Artificial Intelligence
Model Medicines Partners with Sanford Burnham Prebys on AI-driven Drug [...]
By

PharmaVOICE Staff

On The Cover

Modernizing Media Strategies
The pandemic created an opportunity for the industry to invest in and reap the benefits of new media tactics. Over the years, the pharmaceutical and healthcare industry had been hesitant about fully jumping on the social media bandwagon, but the pandemic of 2020 forced companies to go to places like TikTok, Snapchat, Twitter, Facebook, and [...]
By

Robin Robinson

Features

SHOWCASE: Brand Building: Omnichannel and the Future of Brand Building
Brand building today creates both more challenges and more opportunities for pharmaceutical companies to promote products and reach customers. With so many more stakeholders to cater for — patients, physicians, payers, regulators, as well as partners and shareholders — companies must ensure the right brand-building strategy at the right time for the right audience. Since [...]
By

PharmaVOICE Staff

If You Want To Be A Great Brand Builder, Learn How To Be A Great Gift Giver
I have heard seasoned professionals describe the present state of building biopharma brands as increasingly complicated, confusing, and messy. It requires the knowledge of multiple topics and an army of specialists. Marketers entrusted with building brands must know a lot about a lot. I agree. But I think we can do better. In an effort [...]
By

Ryan Mason, Chief Strategy Officer, closerlook

Expect More From Your Omnichannel Strategy and Investments
From ordering your Starbucks latte on your iPhone to skipping the line at Splash Mountain with your Disney Magic Band, omnichannel strategies transform how consumers interact with their favorite brands. The most successful brands create an immersive experience that meets the needs of their consumers with a personalized touch. Instead of falling for the temptation [...]
By

Krista Pinto, Executive VP, EVERSANA and Amy Hutnik, General Manager — Agency, Advisory and Evidence Services, EVERSANA

Race to Expiration: Accelerating a Mature Brand Toward the Patent Cliff
Captaining a pharma product launch can be career-defining. The course is uncharted, the excitement tangible, and visibility is high. Beyond product launches, managing a brand’s early lifecycle can be reinvigorating, with additional indications, long-term clinical programs, and new commercial offerings. However, more mature products approaching loss of exclusivity (LOE) lack the glamour associated with brands [...]
By

Michael DiSalvo, Senior VP, Ogilvy Health

Shifting Pharma Marketing Dollars in a Post-Covid Environment
As we settle into an updated way of marketing, some things are becoming clear. The old ways of allocating marketing dollars need to be reassessed. As the reality of 2020 has given way to the promise of 2021, we’ve seen some new, creative ways to capture audiences as well as a revival of some proven [...]
By

Nick Bellomo, Tech Lead, Ogilvy Health

The Foundations of Brand Building
Like the design and construction of a skyscraper, the fundamentals of successful brand building start with a rock-solid foundation — an infrastructure demanding strength, rigidity, and careful planning to ensure unwavering support from which to raise the brand. This groundwork is the most crucial part to brand establishment and evolution. Any cracks in the base [...]
By

Samantha Glasgow, Creative Director, Purohit Navigation

SHOWCASE: Connected Health: COVID and the Rapid Rise of Connected Health
COVID-19 has accelerated the adoption of self-care healthcare products, services, and tools, which will continue to transform the landscape of healthcare delivery and innovation beyond 2021. Globally, governments and health authorities have been putting in place policies to support and enable the delivery of healthcare through digital technologies. Embracing digital is an industry imperative, with [...]
By

PharmaVOICE Staff

Connected Health — Establishing Valuable Relationships at Every Step of the Patient Journey
Opportunities for Connected Health Connected health provides a window into patients’ lives, helping to characterize what’s happening with them. There’s a technical and personal connection at play. We get an opportunity to reach out into the daily life of a patient — whether they’re participating in a trial, collecting vital sign information for remote patient [...]
By

Randy Swanson, President, Care Innovations, a PRA Health Sciences Company, Senior VP, PRA Health Sciences

2021 HBA Rising Stars and Luminaries
More than 155 executives representing a wide range of companies in the life-sciences industry, have been selected by their organizations as exemplary leaders and role models. In this annual special section, we are honored to shine a light on their accomplishments in leading through unprecedented change, track their predictions on the trends to watch, and [...]
By

PharmaVOICE Staff

The Changing Face of Patient Recruitment
As the pandemic forced some clinical trial sites to shut down and numerous ongoing studies to pause, patient recruitment also slowed to a crawl, piling one more challenge onto an area that traditionally is fraught with difficulty. According to the Center for Information & Study on Clinical Research Participation (CISCRP), roughly half of clinical trials [...]
By

Carolyn Gretton

Zooming In for Promotional Medical Education
With all medical education forced to go virtual, the industry has been working hard to ensure peer-to-peer engagements cut through the clutter. For the past year, all forms of learning have been forced to go virtual. For the pharmaceutical industry and associations managing non-accredited medical education, the challenge has been compounded by the fact that [...]
By

Kim Ribbink

Speak Out: 3 Steps to Consider When Launching a Product in Today’s Market
Fit-for-purpose planning, agile execution, and informed investment decisions Successful product launches are crucial to the future viability of pharmaceutical and biotechnology companies but are no longer a straightforward feat. Let’s consider product launches in the recent years. U.S. pharmaceutical companies continue to spend nearly -2 billion to bring a new drug to the market; meanwhile [...]
By

Maya Desai, Director, Commercial & Operational Excellence Lead, Guidehouse

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