PharmaVOICE - 
October 2021
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In Every Issue
Letter from the Editor
Igniting Innovation Innovation is a tricky thing to define as [...]
By

Taren Grom, Editor

Upfront
Pharma Collaborators Launch Initiative to Improve Patients’ Adherence to Humira [...]
By
Artificial Intelligence
Optellum and J&J Initiative Partner on Lung Health AI-driven Clinical [...]
By

PharmaVOICE Staff

On The Cover

The Innovators’ Roundtable
We tapped into innovators from around the industry to discover how they view this hot topic and what innovation means to them. Innovation means different things to different people. Sometimes it’s a big leap and sometimes it means iterative changes to a process that lead to a big impact. Defining Innovation Carmine Jichetti. Ogilvy Health. [...]
By

Taren Grom, Editor

Features

SHOWCASE: Artificial Intelligence: AI Here and Now
Companies have increasingly turned to machine learning and AI to improve R&D, manage costs, and address stakeholder expectations. Artificial intelligence and machine learning are no longer futuristic innovations. Today, AI is widely used within the pharmaceutical industry, with the market expected to grow to .27 billion in 2021 at a compound annual growth rate (CAGR) [...]
By

PharmaVOICE Staff

Artificial Intelligence, Buyer-Intent Data, and Account-Based Marketing: How Technology Has Changed the Way We Do B2B Marketing and Sales
The new world of B2B marketing is now shaped by data-driven decision-making by way of artificial intelligence (AI) and buyer-intent data. These two technologies allow for better understanding of what your customers want and can help you discover hidden business opportunities in near “real time.” When combined with account-based marketing (ABM), they’ve helped B2B marketing [...]
By

Jonathan Agoot, Director Engagement Strategy, Ogilvy Health

AI: Rewriting the Clinical Development Handbook
The life-sciences industry is at a critical and unprecedented inflection point in terms of AI. Since the start of the global pandemic the use of AI by biopharma has gone from tactical to transformational. Traditionally employed during the research phase of R&D to identify drug candidates, synthesize proteins, etc., AI was exploited — in the [...]
By

Jonathan Burr, Senior VP Clinical Platform Strategy, Saama Technologies

Shifting the Conversation on Diversity and Inclusion
COVID-19 and the Black Lives Matter movement have prompted many companies to step up diversity and inclusion initiatives. The past 18 months, with the global pandemic and social unrest following the deaths of George Floyd and Breonna Taylor, have shone an even brighter light on diversity and inclusion — both in the workplace and in [...]
By

Kim Ribbink

SHOWCASE: Patient Engagement: Digital Control: Putting Solutions Into the Hands of Patients
Patient engagement solutions are key to clinician-patient interaction, improving compliance, enabling real-time reporting, and reducing visits to the doctor and hospital. Patients today want and expect to have greater control over their healthcare journey. They are accustomed to accessing information from the Internet and to visiting their doctors armed with reports — some reliable, some [...]
By

PharmaVOICE Staff

From Mass Marketing to Precision Marketing: The Revolution Is Now
The time is now — patients have firmly established themselves as savvy and engaged consumers. And they are becoming more empowered every day — with more access to research and information, online connections to other patients like themselves, and demanding more from a healthcare system that was and still is directive with a pretty standard [...]
By

Heather Campbell, VP - Marketing, and Julie Van Inwegen, VP - Business Development, Adheris Health

Real-World Implications of High-Deductible Health Plans
High deductible health plans (HDHPs) were created 20 years ago to foster a more consumer-driven and affordable healthcare landscape. Have they lived up to that vision? While these plans are beneficial for certain populations, new research suggests they may also play a role in broadening the existing racial and ethnic disparities in healthcare, with unintended [...]
By

Bonnie MK Donato, PhD, Executive Director, CardioMetabolic & Respiratory Health Economics and Outcomes Research, Boehringer Ingelheim Pharmaceuticals, Inc., and Shelagh Szabo, MSc, CEO and Scientific Director, Broadtsreet Health Economics & Ouctomes Research

Bridging the Patient Support Gap With Integrated Technology Solutions and Strategies
Each year, medication non-adherence causes 125,000 preventable deaths and 0 billion in avoidable healthcare costs. In a world where patients face more medication barriers than ever, patient support programs are critical in providing value-based care that yields a palpable and lasting impact. The pharma industry is acutely aware that product access and affordability is key [...]
By

Maria Kirsch, Senior VP & Head of Patient Services, EVERSANA and Bill O'Bryon, Managing Director, Digital, EVERSANA ENGAGE

Social Health: Reinventing the Patient Journey
Welcome to the next generation of the patient journey. It’s a journey that’s no longer vaguely linear — patients are now benefiting from practically infinite human connections enabled and accelerated by digital communication. Those connections have transformed the patient journey from a path to a constellation of dynamic interactions — fueling the explosion of social [...]
By

Jack Barrette, Chief Innovation Officer, Health Union

Three Steps to Innovate Patient Solutions
At the heart of all of our work is meeting patient needs, so let’s take a deep dive into all of the routes currently available to deliver patient solutions. The challenge is to balance the conversation between pragmatism and idealism. To call out the elephant in the room, there’s a big appetite for innovation in [...]
By

Corina Kellam, Strategy Senior VP, Ogilvy Health

The Key Elements to a Successful and Sustainable Patient Engagement Strategy
There are three elements to a successful and sustainable patient engagement strategy: personalized, convenient, and data-driven. Pharma spends billion a year in advertisements driving patients to the noninteractive CTA, “talk to a doctor.” By incorporating these three elements, we can transform a static call to action into a dynamic, frictionless way for patients to [...]
By

Chase Feiger, M.D., CEO, Ahmed Elsayyad, President, and Dave Metz, VP, Product, RxDefine

Commercial Influencers
Influencers have the power to positively change the status quo because of their authority, knowledge, position, or relationship with their audience. The pandemic accelerated providers’ improvements in digital experiences so they could maintain their relationships with patients through the challenge of COVID-19 while reaching new segments. According to PwC, providers are fine-tuning “digital front door” [...]
By

PharmaVOICE Staff

Jen Clark — Navigating Beyond For Commercial Success
By guiding healthcare clients to breakthrough strategy and impossible-to-ignore creative, they leave behind the expected and realize the exceptional. The advantage of covering the entire healthcare ecosystem, according to Jen Clark, VP, strategic planning at Purohit Navigation, is that her company can offer strategic guidance, creative direction, and commercial support to help brands reach their [...]
By

Jen Clark, VP, Strategic Planning, Purohit Navigation

Daniel Gilman — Smarter Connections Health Tech Innovation
Innovation in medical technology moves at an incredible pace, but providers cannot keep up. RxVantage is on a mission to change this so every provider has the most relevant information needed to deliver the best care to every patient. The demands of healthcare practices have made a HCP’s availability to connect with education and knowledge [...]
By

Daniel Gilman, CEO and Co-Founder, RxVantage

Client-Agency Partnerships
The secret sauce of successful agency-client teams: transparency, authenticity, and understanding. THE DUO Cynthia Accuosti Jones Janssen Oncology Ericka Wilhelms McKenna 21GRAMS, part of Real Chemistry Cynthia Jones, director of marketing, prostate portfolio, at Janssen Oncology, and Ericka McKenna, executive VP, group account director, at 21GRAMS, part of Real Chemistry, had worked together on several [...]
By

Robin Robinson

Pulse Report: Decentralized Clinical Trials
We tapped more than a dozen industry experts to share their insights on the market factors driving DCT adoption. Decentralized clinical trials (DCTs), one of the hottest areas of discussion today, offer a more patient-centric approach to clinical trials. Some say the movement reflects a transformational philosophy in which fewer clinic visits are required and [...]
By

Taren Grom, Editor

Synthetic Control Arms: A Broader Clinical reach
Amid the skyrocketing cost of clinical trials, the increase in collection and use of digital data, and the FDA’s commitment to considering real-world data (RWD) in its regulatory process, a growing number of life-sciences companies are looking at and employing external or synthetic control arms. External or synthetic control arms can eliminate the need for [...]
By

Carolyn Gretton

Executive Perspective: A Bold Precision Medicine Ambition: Breaking Down Barriers to Revolutionize Cancer care
A Conversation with Omar Perez, Ph.D. As a scientist, Omar Perez, Ph.D., has always been fascinated with precision medicine and targeted therapies. “This interest originated during my graduate school days when I was trying to tease apart how the immune cell system interacts,” he says. “From this experience, I learned that we need better tools [...]
By

Omar Perez, Ph.D., Head of Medical Diagnostics, US Medical Affairs Oncology, Astrazeneca

Leveraging The Power of AI To Drive Marketing Performance
Artificial Intelligence (AI) is the technology that everyone is talking about. The big names in Silicon Valley hold dazzling keynotes to showcase the incredible ways they leverage AI to improve their products, and the mainstream press is littered with stories of AI discovering new drugs, helping to identify tumors, brewing tastier beer, and even driving [...]
By

Bryan O'Malley, Head of Technology at Fingerpaint

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