October 2021

Letter from the Editor

October 1, 2021

Igniting Innovation Innovation is a tricky thing to define as it means different things to different people and organizations. For example, Mike Rea, CEO and founder of IDEA Pharma, believes the most important observation is separating invention from innovation. “Innovation is the recognition of an idea and ability to bring it to market, which is […]

Upfront

October 1, 2021

Pharma Collaborators Launch Initiative to Improve Patients’ Adherence to Humira AbbVie GK, Eisai Co., and EA Pharma Co. have teamed up to launch the Humira Support Tool Ordering Service for Patients, an initiative intended to improve patients’ adherence to Humira therapy in Japan. The support tool is a free-of-charge service that assists patients on Humira […]

Artificial Intelligence

October 1, 2021

Optellum and J&J Initiative Partner on Lung Health AI-driven Clinical Decision Platform Trend Watch: AI Continues to Accelerate R&D Efforts Across Diseases States Optellum, a lung-health AI company, has entered a strategic collaboration with the Lung Cancer Initiative at Johnson & Johnson. Through the collaboration, Optellum will apply its AI-powered clinical decision support platform with […]

SHOWCASE: Artificial Intelligence: AI Here and Now

October 1, 2021

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 $1.27 billion in 2021 at a compound annual growth rate (CAGR) […]

The Innovators’ Roundtable

October 1, 2021

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. […]

Artificial Intelligence, Buyer-Intent Data, and Account-Based Marketing: How Technology Has Changed the Way We Do B2B Marketing and Sales

October 1, 2021

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 […]

AI: Rewriting the Clinical Development Handbook

October 1, 2021

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 […]

Shifting the Conversation on Diversity and Inclusion

October 1, 2021

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 […]

SHOWCASE: Patient Engagement: Digital Control: Putting Solutions Into the Hands of Patients

October 1, 2021

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 […]

From Mass Marketing to Precision Marketing: The Revolution Is Now

October 1, 2021

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 […]

Real-World Implications of High-Deductible Health Plans

October 1, 2021

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 […]

Bridging the Patient Support Gap With Integrated Technology Solutions and Strategies

October 1, 2021

Each year, medication non-adherence causes 125,000 preventable deaths and $300 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 […]

Social Health: Reinventing the Patient Journey

October 1, 2021

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 […]

Three Steps to Innovate Patient Solutions

October 1, 2021

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 […]

The Key Elements to a Successful and Sustainable Patient Engagement Strategy

October 1, 2021

There are three elements to a successful and sustainable patient engagement strategy: personalized, convenient, and data-driven. Pharma spends $20 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 […]

Commercial Influencers

October 1, 2021

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” […]

Jen Clark — Navigating Beyond For Commercial Success

October 1, 2021

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 […]

Daniel Gilman — Smarter Connections Health Tech Innovation

October 1, 2021

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 […]

Client-Agency Partnerships

October 1, 2021

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 […]

Pulse Report: Decentralized Clinical Trials

October 1, 2021

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 […]

Synthetic Control Arms: A Broader Clinical reach

October 1, 2021

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 […]

Executive Perspective: A Bold Precision Medicine Ambition: Breaking Down Barriers to Revolutionize Cancer care

October 1, 2021

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 […]

Leveraging The Power of AI To Drive Marketing Performance

October 1, 2021

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 […]

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