Commercialization: Page 29
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PharmaVoice Team/PharmaVoice
Letter from the Editor
Getting personal There’s a pretty good chance that everyone reading this special issue — Patients’ Voices — is either a patient, a caregiver to a patient, or knows someone who has been diagnosed with a chronic or acute condition. But just because we are all patients or know a patient doesn’t mean...
By Taren Grom • April 1, 2018 -
PharmaVoice Team/PharmaVoice
Upfront
Amicus Therapeutics Launches Healing Beyond Disease Amicus Therapeutics has launched Healing Beyond Disease, a global, employee-driven initiative inspired by people living with rare diseases and their families. Healing Beyond Disease is designed to enhance and expand the company’s support for pat...
By PharmaVoice Team • April 1, 2018 -
PharmaVoice Team/PharmaVoice
HealthTech
Patient-Centered Apps Trend Watch: Pharma Increases Consumer-Facing Apps and Digital Tools Pfizer Launches Novel Programs To Put Important Support Services At The Fingertips Of Cancer Patients Pfizer has developed enhanced offerings to help patients manage their life with cancer. Pfizer Oncology ...
By PharmaVoice Team • April 1, 2018 -
PharmaVoice Team/PharmaVoice
Last Word
Acquisition and Integration Jane Griffiths, Ph.D., Global Head of Actelion, discusses the process of integration post acquisition by Johnson & Johnson in November 2017. PV: Why did J&J acquire Actelion? Griffiths: J&J had spotted Actelion several years prior to the acquisition because...
By Jane Griffiths • April 1, 2018 -
PharmaVoice Team/PharmaVoice
Patients' Voices
PharmaVOICE editors have been writing about patient-centricity and all this topic encompasses for what seems like a decade. Some say the term has lost meaning because of its ubiquituous use. We contend that patients are leading the way and influencing how businesses operate today. For sure, there...
By PharmaVoice Team • April 1, 2018 -
PharmaVoice Team/PharmaVoice
Patient-Based Business Strategies
With patients taking center stage in discussions around new products, tools, and technologies, it’s not surprising to see so many companies moving the patient to the center of their operational business strategies, starting in the clinic all the way through to commercialization. Liz Lewis, chief ...
By Taren Grom • April 1, 2018 -
PharmaVoice Team/PharmaVoice
Patients and Health Literacy
What people know about health and healthcare and what they do with that knowledge has a major impact on their health and well-being. When patients are given health information in a way they can understand, they tend to make better health decisions. Low health literacy, on the other hand, is a con...
By Denise Myshko • April 1, 2018 -
PharmaVoice Team/PharmaVoice
Patient Journeys And Storytelling
Real life patient stories started seeping into the pharma lexicon well over a decade ago, on both a commercial and research level. The industry began turning to end users to discover how to create better drug delivery processes, clinical trial protocols, and marketing efforts, as well as to accur...
By Robin Robinson • April 1, 2018 -
PharmaVoice Team/PharmaVoice
Technology and Patient-Centric Trials
The term patient-centric is about ensuring the needs and perspectives of the patients are taken into consideration while maintaining scientific rigor for a clinical trial. Pharmaceutical sponsors have begun engaging patients in the trial design, seeking input and acknowledging the importance of t...
By PharmaVoice Team • April 1, 2018 -
PharmaVoice Team/PharmaVoice
The Changing Role of Patient Advocacy
The role of patient advocacy is a broad one — from supporter, to sponsor, to campaigner, to spokesperson and beyond. Indeed, patient advocacy means different things to different stakeholders, says Keri McDonough, senior team leader, Biosector 2, a Syneos Health company. “When patient advocacy gro...
By Kim Ribbink • April 1, 2018 -
PharmaVoice Team/PharmaVoice
Patient-Centered Apps
The pharmaceutical industry is up against several challenges when it comes to developing mobile apps for its consumers. According to Deloitte, issues of consumer trust, app design, and regulatory concerns can throw up roadblocks in the very crowded and competitive field of 300,000-plus healthcare...
By PharmaVoice Team • April 1, 2018 -
PharmaVoice Team/PharmaVoice
Executive Perspective: The Lens of Health Psychology
As chronic illness continues to dominate the healthcare landscape, more and more people are being charged with taking active roles in managing their condition and treatment. Laura Moore, Ed.D., CHES, Lead Health Psychology Specialist at Atlantis Healthcare, believes the field of health psychology...
By Laura Moore • April 1, 2018 -
PharmaVoice Team/PharmaVoice
Speak Out
Prepare the market to be disrupted. Better yet, disrupt the market to prepare. Most marketers dream of having a product that is so innovative that it creates a huge disruption when it enters the market. Combine that with an edgy creative campaign, compelling data, and a big marketing budget, and...
By Rob Peters • April 1, 2018 -
PharmaVoice Team/PharmaVoice
Upfront
CSL Behring Trains Employees to Save Lives in Their Communities CSL Behring is taking its workplace wellness initiatives to a whole new level by providing the American Heart Association’s (AHA) hands-only cardiopulmonary resuscitation (CPR) training to employees. With the help of the AHA and the ...
By PharmaVoice Team • March 1, 2018 -
PharmaVoice Team/PharmaVoice
Last Word
Partnering for Public Health Rajeev Venkayya, M.D., President of the Global Vaccines Business Unit at Takeda, discusses why the pharmaceutical industry has to be a partner in public-health issues. PV: Why is it important for pharmaceutical companies to play a part in public-health discussions, pa...
By Rajeev Venkayya • March 1, 2018 -
PharmaVoice Team/PharmaVoice
Moving Beyond the "Beyond the Pill" Conversation
The pursuit of better outcomes from all sides of the healthcare equation is driving the creation of more and more digital treatments and supplemental services as drug companies strive to prove, and increase, the value of their drugs — to payers, physicians, and patients. The value-add of these di...
By Robin Robinson • March 1, 2018 -
PharmaVoice Team/PharmaVoice
SHOWCASE: Brand Building: Building the Brand in a Competitive and Digital Market
Until recently, branding in the pharmaceutical industry has meant developing a product and getting a patent for that product to market it exclusively, preparing a launch campaign, and advertising the product to clinicians and patients. Today, however, pharma companies need to think differently an...
By PharmaVoice Team • March 1, 2018 -
PharmaVoice Team/PharmaVoice
Maximize Brand Health
In today’s complex healthcare marketplace, brands continue to be a potent force. Brands, among other things, are vehicles for engagement, creating strong connections between businesses and the people they serve. When brands are vibrant and alive, businesses flourish. By maximizing brand health, m...
By Steve Hamburg • March 1, 2018 -
PharmaVoice Team/PharmaVoice
Do Brands Have Value After Exclusivity?
When a successful product is about to lose its exclusivity, and is facing incursions by generics or biosimilars, a pharmaceutical manufacturer sometimes decides to walk away. Rather than stand and fight the intruders, resources are demobilized, sales forces are reassigned, and management turns it...
By Ivan Deza • March 1, 2018 -
PharmaVoice Team/PharmaVoice
Building a Brand and Creating Value in a Cluttered World
“Almost half of Americans don’t find brands honest."1 “Why consumers don’t trust your brand content and how to fix it."2 “Almost 70% of consumers don’t trust advertising and 42% distrust brands."3 There is no doubt headlines such as these are alarming for marketing and advertising professionals ...
By Catherine Goss • March 1, 2018 -
PharmaVoice Team/PharmaVoice
Marketing Using Data Analytics
Data analytics are crucial tools for pharma marketers, allowing them to harness the power of both traditional and real-world data. Using data analytics through the commercial life cycle can bring valuable insights to bear that enable better targeting and understanding of today’s consumers. Within...
By Robin Robinson • March 1, 2018 -
PharmaVoice Team/PharmaVoice
SHOWCASE: Market Research: Market Research in the Age of AI and Big Data
Market research-based strategies are only as good as the quality — and quantity — of the data. With the rise of artificial intelligence, machine learning, and big data, life-sciences companies now have more insights at their disposal to help them formulate current and future strategies across the...
By PharmaVoice Team • March 1, 2018 -
PharmaVoice Team/PharmaVoice
End of an Era? From the Age of Reason to the Age of Observed Behavior
Real-world evidence is mounting in support of observable customer behavior over customer-reported preference. This empirical force is challenging the value of traditional research, buoying big data analytics, opening doors for “nudging" customers toward desired outcomes, and surprisingly, revivin...
By Steven Simoneschi • March 1, 2018 -
PharmaVoice Team/PharmaVoice
Portfolio Analysis — Using Market Research to Master Communications Across a Therapeutic Category
Many of us are familiar with billiard games, where two players compete to be the first to pocket all the balls on the table in a particular order. We recently used the game as an analogy to explore the value of effective portfolio management within a particular therapeutic category. Imagine that ...
By Melinda Shorr • March 1, 2018 -
PharmaVoice Team/PharmaVoice
Women & Health: Lessons in Leadership
Currently, executive women hold only about 4.6% of CEO positions in S&P 500 companies. Research from McKinsey & Company reports that at the first critical step up to manager, women are 18% less likely to be promoted than their male peers. This gender disparity has a dramatic effect on the...
By PharmaVoice Team • March 1, 2018
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