September 2015

Letter from the Editor

September 1, 2015

Patient-centric, patient-centricity, patients at the center…these buzzwords or terms are permeating the healthcare industry consciousness. Like Tom Hanks’ character in You’ve Got Mail, I too, believe most of life’s questions can be answered by the Godfather, so to paraphrase the Michael Corleone: It’s not personal, it’s business. But the business of medicine is highly personal, […]

Upfront

September 1, 2015

Lilly Launches Disney Book for Children Affected by Diabetes Lilly Diabetes has expanded its collection of resources for families of children with type 1 diabetes with the publication of Go, Team Coco! The story is the fourth Disney book in a series featuring Coco, a charismatic and fun-loving monkey who has type 1 diabetes. The […]

Innovator’s Corner

September 1, 2015

A New Way to Address Drug-Resistant Infections Magnus Precht, CEO and Co-founder of SinSa Labs, talks about his company’s work to develop a new class of antibiotics engineered to avert antibiotic resistance. Experts say in the future, the crisis in antibiotic resistance will be in E. coli, Klebsiella, pseudomona, and other Gram-negative infections. Now a […]

The Network

September 1, 2015

Social Media Plays Crucial Role In Patient Recruitment For Diabetes Clinical Trial Trending Now: Social media improves clinical study operations. Dr. Frank Waldron-Lynch from the University of Cambridge implemented a research study to analyze the performance of three recruitment sources and the effect of publicity events surrounding a trial that focused on recruiting patients for […]

What’s New

September 1, 2015

BIO Renamed to Biotechnology Innovation Organization Trending now:  Biotechnology Industry Organization rebrands to meet member focus. At the BIO 2015 International Convention this past June, new Board Chair Ron Cohen, CEO of Acorda Therapeutics, revealed that the Biotechnology Industry Organization would become the Biotechnology Innovation Organization in 2016. Mr. Cohen says the new name better […]

Pharma Trax

September 1, 2015

Understanding of Therapeutic Value of Cancer Drugs Increases after Initial Approval Trending now: Ongoing research and real-world application post-approval often reveal greater benefit of cancer therapies. The full therapeutic value of a cancer therapy is typically realized long after the drug’s initial FDA approval, according to a report from Boston Healthcare. In the report, several […]

Tools of the Trade

September 1, 2015

First Medidata-Sponsored Clinical Trial Assesses Capability of mHealth Tools Trending Now: New study explores potential for providing patients with mobile health tools in a clinical trial setting. Medidata, a leading global provider of cloud-based solutions for clinical research in life sciences, has completed MOVE-2014, a behavioral study it sponsored to test whether mobile health (mHealth) […]

The Calendar

September 1, 2015

Coming Attractions The Healthcare Businesswomen’s Association’s (HBA) Annual Conference — Influence and Impact: Imagine the Possibilities — will take place November 3-5, 2015, at the Marriott Marquis in Atlanta. More than 1,200 executives — women and men — will convene to engage in meaningful dialogues, have access to more than 30 workshops that align to […]

Talent Pool

September 1, 2015

Biotech Pool Dr. Nathalie Adda Enanta Names Chief Medical Officer Enanta Pharmaceuticals, a research and development-focused biotechnology company dedicated to creating small molecule drugs for viral infections and liver diseases, has appointed Nathalie Adda, M.D., as senior VP and chief medical officer, responsible for clinical and regulatory affairs. Dr. Adda is a specialist in infectious […]

Last Word

September 1, 2015

A Unique Approach to Regenerative Medicine Karine Kleinhaus, M.D., Divisional VP, North America, Pluristem Therapeutics, discusses how the emerging wave of  regenerative and cell therapies could potentially improve the longevity and quality of life of patients living with chronic diseases. PV: Why is the incidence of chronic disease increasing? Kleinhaus: There are a few reasons, […]

The Patient Journey: Moments of Care

September 1, 2015

We’ve all seen them: the patient-centric diagrams that represent as many as seven or even up to 20 stakeholders per patient, all of whom are somehow involved in that patient’s care. From drug and device manufacturers, to healthcare providers, to social media sites and even fitness centers, there are so many points of care that […]

Advertising in the Mobile Age

September 1, 2015

Today’s mobile-everywhere environment is disrupting pharma’s traditional marketing strategies, but at the same time it provides more ways to reach more people in the ways they want to be reached. Determining where and when that is may be more difficult these days, as mobile consumers tend to follow a non-linear decision-making process, posing challenges as […]

Gene Therapy: Delivering on the Promise

September 1, 2015

It’s been 16 years since tragedy struck in the clinical research world. A patient in an experimental gene therapy trial died just days after receiving the therapy. In 1999, Jesse Gelsinger came to the University of Pennsylvania with a rare metabolic disorder that prevents the body from breaking down ammonia. In this trial, a weakened […]

Oncology KOLS: An Important Piece of the Puzzle

September 1, 2015

The oncology market is changing. Scientific advances are transforming cancer treatments, with outcomes for patients improving. At the same time, patients are challenged by access concerns and high costs of cancer therapies. Earlier diagnosis, longer treatment durations, and increased effectiveness of drug therapies are contributing to rising levels of spending on medicines for cancer care. […]

Italy’s Evolving Pharma Market

September 1, 2015

Italy is the fourth-largest national economy in Europe and is in the top 10 for the gross domestic product (GDP) in the world. Economically, Italy relies mostly on services and manufacturing, with the services sector accounting for almost three quarters of GDP and industry accounting for a quarter of the country’s production. Manufacturing is the […]

C-Suite: Clinical Service

September 1, 2015

Contract Research Organizations C-Suite executives from some of the industry’s leading CROs provide their insights on where the greatest opportunities lie for improving clinical research operations, the greatest challenges involved with the trial process, and best practices to enhance clinical operations. Stewart Bieler Chief Administrative Officer SynteractHCR Opportunities: Mid-sized CROs have a great opportunity to […]

SHOWCASE FEATURE: Data Management: Data Leading the Way

September 1, 2015

For life-sciences companies, there is tremendous wealth that can be tapped within a wide range of data relating to brands, products, physician practices, R&D, regulatory and compliance, formularies, rebates, and prescription use. When life-sciences organizations treat data as a strategic asset, they can transform their operations into analytic-driven leaders, gaining significant advantage. Over the past […]

The Impact of Big Data: How to Become Master of Your Information Universe

September 1, 2015

Managing key customer and product data effectively is critical to a pharmaceutical company’s ongoing commercial effectiveness as well as its compliance with FDA regulations and corporate initiatives. Customer data contain vital attributes for supporting various commercial business functions and systems including sales, marketing, commercial operations, contracting, clinical and compliance. Accurate data on healthcare providers (HCPs), […]

Big Data – How Do We Make It Useable For Marketing Purposes?

September 1, 2015

Customer relationship marketing, non-personal promotion, and direct-to-consumer are all concepts in marketing that aim to create the most important communication with your customer. Whether the communication happens on the phone, on the Internet or in the form of direct mail and/or email, the interaction with your customer or prospect should be informed by customer intelligence. […]

It’s Time to Treat the Whole Data Management Problem, Not Just the Symptoms

September 1, 2015

Often when I feel unwell and have to visit a doctor, I expect that by the end of the consult I’ll walk out of the office with a prescription. The cure aligns with the symptoms I’m exhibiting to help me feel better, until my body can heal itself. Interestingly, that’s kind of how many data […]

SHOWCASE FEATURE: Marketing: New Connections

September 1, 2015

Patients are consumers and every consumer at some point will be a patient or a least a caregiver for a parent, child, family member, or friend. And as consumers, we have access to more information via more channels than ever before. This is the challenge healthcare marketers face as they look to move beyond mass […]

How Cognitive Computing Will Change Healthcare Marketing

September 1, 2015

Until recently, most marketers didn’t really know how to best use Big Data efficiently and effectively. Cognitive computing may provide a solution marketers need and in the process, close the communication gap between pharma, providers, and their patients. The Rise of Cognitive Computing The idea of “structured data” — information that is highly organized, linear, […]

It’s Time To Change The Conversation

September 1, 2015

A  Journey From “One to Many” to “One to One” As Heraclitus said, “The only thing that is constant is change.” Well the world of drug promotion has changed. It has ceased to be a simple matter of detailing to physicians and an occasional pharmacist; it has evolved into an activity that is more sophisticated, […]

How to Succeed in Marketing’s New Golden Age

September 1, 2015

              It’s not your father’s marketing that is practiced today Though digital is key there is much more at play. For doctors and brands, marketing’s new golden age – Is less about “product” than “how you engage”. It still starts with customers – and assessment of need How they […]

Building A Better Message For Patients and Physicians

September 1, 2015

The model for marketing healthcare brands is changing. There are many voices for health, pharmaceutical, and “wellness” products. When we are creating materials for a brand, we should look at the users for who they are: people who are motived by their own needs, interests, desires, and constraints. They have infinite choices and a myriad […]

A Balanced Value Exchange

September 1, 2015

Thanks to the interactive capabilities of social media, pharmaceutical product promotion has advanced from talking to an audience to engaging with your audience. And with this evolution, the challenge for brand managers is no longer simply to know your audience, but to know what your audience finds valuable. Consequently, researchers seek progressive channels to discern […]

Digital Impact: Marketing in the Digital Revolution

September 1, 2015

The rising prominence of rich media and digital content is creating new challenges in what has historically been a very conservative marketing environment within the life science industry. Today we operate in a truly global environment, with social and digital outlets connecting life-sciences companies with their customers and the public in a completely new way. […]

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