Commercialization: Page 29
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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 -
PharmaVoice Team/PharmaVoice
"I Want My Brand on Social!"
Social media is ubiquitous. Everyone is on it in some capacity. We are all hands-on experts; but social is very nuanced. How do I leverage creative, messaging, audience, device, time of day, etc., to connect with my customers? A successful start requires focus on a strategy—one that is as individ...
By Joe Youssef • Jan. 1, 2018 -
PharmaVoice Team/PharmaVoice
Transcending Traditional Social Media: From Awareness to Uncovering Actionable Insights
It goes without saying that social media is one of the most widely used forms of communication today. Pharmaceutical companies are trying to “crack the code" and understand how to effectively use this channel to achieve organizational initiatives while complying with rigorous industry regulations...
By Dr. Theodore Search • Jan. 1, 2018 -
PharmaVoice Team/PharmaVoice
Industry Gears Up For Track and Trace
Counterfeit medicines have taken a huge toll, both in terms of human costs as well as financially. Interpol estimates that 1 million deaths each year can be linked to counterfeits. According to PwC, counterfeit pharmaceuticals are a $200 billion-plus annual business. The problem is most severe in...
By Kim Ribbink • Jan. 1, 2018
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