Commercialization: Page 27

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
PharmaVoice Team/PharmaVoice

Letter from the Editor

Weird Science Digital therapeutics are a hot commodity. As reported in this month’s cover story, software programs are part of a new class of therapeutics — digital medicines — that can lead to changes in behavior and provide clinical benefit. But digital therapeutics go beyond behavior modificat...
By Taren Grom • Feb. 1, 2018
PharmaVoice Team/PharmaVoice

Upfront

Documentary Film Shines Light on Physical and Emotional Impact of COPD A new documentary film — Clear the Air: Opening Up About COPD — presents the stories of three people living with chronic obstructive pulmonary disease (COPD). The film was created by Emmy-nominated director Abbey LeVine in col...
By PharmaVoice Team • Feb. 1, 2018
PharmaVoice Team/PharmaVoice

The Convergence of Medicine and Technology

Imagine instead of a pill, a doctor prescribes a game for a child with attention deficit disorder. Or imagine patients dealing with substance abuse being prescribed assessments they can do via a mobile device to track progress. These software programs are part of a new class of therapeutics — dig...
By Denise Myshko • Feb. 1, 2018
PharmaVoice Team/PharmaVoice

Behavioral Economics

Have you ever made a decision — health or otherwise — and on reflection, you couldn’t be sure what drove you to make it? That’s called being human. It’s that characteristic — making decisions based on emotions or gut instinct rather than logic — that is at the heart of behavioral economics. To su...
By Robin Robinson • Feb. 1, 2018
PharmaVoice Team/PharmaVoice

The Digital Pill

Ten years ago, the smartphone united two existing technologies — the telephone and Internet — to revolutionize global communication. Today, we are experiencing a revolution in healthcare, with powerful medicine and innovative technology coming together to transform the way we treat patients and m...
By Sofija Jovic • Feb. 1, 2018
PharmaVoice Team/PharmaVoice

Blockchain Technology

Blockchain can be a challenging concept to get your head around, and it’s difficult to embrace something you can’t understand. That may be why the pharma industry lags behind others in its adoption of the immutable ledger. In fact, a recent survey aimed at assessing blockchain adoption, conducted...
By Robin Robinson • Feb. 1, 2018
PharmaVoice Team/PharmaVoice

SHOWCASE: Rare Disease: Building Relationships and Value with Rare Diseases

There is growing commitment across the industry to improve the lives of the 350 million people living with a rare disease across the globe. Since 2013, 60% of the drugs approved by the FDA under the Breakthrough Therapy Designation program have been indicated for rare diseases. Nevertheless, only...
By PharmaVoice Team • Feb. 1, 2018
PharmaVoice Team/PharmaVoice

Rare Disease Research Operational Risk: Supporting New Clinical Sites

Over the last decade, the number of drugs gaining FDA approval for new indications per year has nearly quadrupled, growing from seven new or expanded approvals in 2007 up to 21 in 2017. As more rare diseases are identified and rare disease research expands to new indications, it must also expand ...
By Cheryle Evans • Feb. 1, 2018
PharmaVoice Team/PharmaVoice

Critical Steps for Guiding Your Orphan Drug to FDA Approval

The Orphan Drug Act was passed in 1983 to stimulate the development of treatments for rare diseases by providing incentives for drug developers, including seven-year marketing exclusivity and tax credits for clinical trial costs. While the program has been effective in driving increased clinical ...
By Clareece West • Feb. 1, 2018
PharmaVoice Team/PharmaVoice

How Well Do You Really Know Your Patients?

Why an outsourcing evolution builds better patient relationships Global Genes reports that therapy adherence in the rare disease space can vary from only 58% to 65%, a troubling statistic for our industry, and most importantly, the patients we serve. Manufacturers must be wondering, how well do w...
By Linda Newberry-Ferguson • Feb. 1, 2018
PharmaVoice Team/PharmaVoice

The Value of Online Support Groups in Rare Disease Communities - and the Role Pharma Marketers Can Play

Online support groups for patients and caregivers living with rare diseases have grown tremendously in number and size over the past 10 years. Often closed to the general public, these semi-private groups are usually started by one or two motivated individuals, then extend throughout the world to...
By Laurie Bartolomeo • Feb. 1, 2018