Commercialization: Page 28

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
PharmaVoice Team/PharmaVoice

Commercialization Strategies in Rare Diseases

Agency Partners Simply Can’t Fake It. Over the course of my career working in pharmaceutical advertising, one of the most common refrains I’ve heard through the years from eager agency folks is: “We need to get into oncology or rare diseases." I have to admit that it’s a declaration that always m...
By David M. Paragamian • Feb. 1, 2018
PharmaVoice Team/PharmaVoice

A Patient-Focused Approach to Rare Diseases - Connecting with Multiple Stakeholders

In order to successfully commercialize a rare disease product, manufacturers must consider the needs of multiple stakeholders. Adding to the challenge, each stakeholder may have unique needs. This creates increased complexity when marketing a therapy in the rare disease space, but also offers mul...
By David Schneider • Feb. 1, 2018
PharmaVoice Team/PharmaVoice

Letter from the Editor

Tired of “innovation“ yet? No doubt that innovation is one of those “buzz-tion" words — transformation, collaboration, disruption — that some might deride as having been used so frequently that it has lost some of its inherent value as an action-based, momentum-driving movement. I say nay. Innova...
By Taren Grom • Jan. 1, 2018
PharmaVoice Team/PharmaVoice

Upfront

Merck Expands Donation Program Merck has expanded the Mectizan Donation Program (MDP) to reach an additional 100 million people a year through 2025 as part of its global effort to eliminate lymphatic filariasis (LF). Through the MDP, established by Merck in 1987, the company donates Mectizan for ...
By PharmaVoice Team • Jan. 1, 2018
PharmaVoice Team/PharmaVoice

Last Word

Supporting Caregivers Scott Williams, VP, Head of Global Patient Advocacy and Strategic Partnerships, EMD Serono, talks about the company’s efforts to recognize and support unpaid caregivers. PV: What is the Embracing Carers program and EMD Serono’s role? Williams: Embracing Carers is a global m...
By Scott Williams • Jan. 1, 2018
PharmaVoice Team/PharmaVoice

Disruptive Advertising

Technology disruptions in our world are becoming routine, and consumers are becoming impervious to the daily assault on their attention. In order to be effective, brand marketers need to rise above and beyond an ever-rising bar of campaign creativity, as well as use technology to break through al...
By PharmaVoice Team • Jan. 1, 2018
PharmaVoice Team/PharmaVoice

Pricing Front and Center

Pharmaceutical pricing is a complex — and often controversial — issue impacting all stakeholders in healthcare. Discussions around value, fair pricing, transparency, outcomes, and patient affordability are front and center as companies try to provide some insight, but each stakeholder in this gro...
By Denise Myshko • Jan. 1, 2018
PharmaVoice Team/PharmaVoice

SHOWCASE FEATURE: Social Media: Taking the Plunge: Pharma and Social Media

Pharmaceutical companies are increasingly embracing social media as a forum for reaching patients. For example, 40% of adults use social media for health-related issues, such as connecting with patients with similar issues. Social forums allow pharmaceutical companies to not only engage with cons...
By PharmaVoice Team • Jan. 1, 2018