Category: Communications and Commercialisation

BMS’ Catherine Owen: Hybrid communication is here to stay

Bristol-Myers Squibb, Canada, Catherine Owen, Communications and Commercialisation, Deep Dive, Deep Dive: Communications and Commercialisation, Dominic Tyer, Europe, Japan, Sales and Marketing, Views & Analysis, Views and analysis / October 21, 2021 October 21, 2021

The company’s senior vice president for major markets (Europe, Canada and Japan) talks about the continued evolution of pharma’s approach to communications and commercialisation. The core of Bristol Myers Squibb’s commercial business outside its home base of the US covers most of the large countries in Europe, as well as Canada and Japan. These 19 …

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A Life in a Day by The Method

A Life in a Day, Communications and Commercialisation, Deep Dive, Deep Dive: Communications and Commercialisation, John Keates, Mark Doyle, Sales and Marketing, The Method, Views & Analysis, Views and analysis / October 20, 2021 October 20, 2021

Patient centricity has become a key aspiration for the pharma industry over the last several years, but getting entire organisations to think and behave in a patient-centric way can be challenging. The Method is an innovative learning and development company delivering a ground-breaking programme designed to achieve tangible patient-centric results within pharma and healthcare The …

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Translating EU presence to US market success

Communications and Commercialisation, Deep Dive, Deep Dive: Communications and Commercialisation, EU, Howard Miller, Sales and Marketing, Two Labs, Views & Analysis, Views and analysis / October 18, 2021 October 18, 2021

Companies looking to replicate a drug’s EU market success in the US will face significant hurdles unless they are fully aware of the ever-changing national and state requirements and regulations, says Two Labs’ Howard Miller. As the world’s largest single pharmaceutical market, the US should – at least at first glance – provide a simplified …

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Navigating the patient maze – pharma’s evolving challenge

Chris O’Toole, Communications and Commercialisation, Deep Dive, Deep Dive: Communications and Commercialisation, ICON, Sales and Marketing, Views & Analysis, Views and analysis / October 15, 2021 October 15, 2021

Pharma companies are embracing patient centricity in drug development more than ever before. Over the last decade, leaders in the industry have championed patient engagement, putting it at the heart of commercial strategies. It’s a hard task to get right though, as ICON’s Chris O’Toole explains, but the rewards can be huge on both sides. …

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It’s time to rethink the physician-pharma relationship

Communications and Commercialisation, Deep Dive, Deep Dive: Communications and Commercialisation, Medscape, Michael Brandreth, Sales and Marketing, Views & Analysis, Views and analysis / October 13, 2021 October 13, 2021

The traditional sales channel for the pharmaceutical industry has centered on face-to-face interaction with its core target audience – prescribing physicians. What happens when suddenly that form of interaction is taken away? Michael Brandreth, group vice president at WebMD Global, tells us how the events of the last 18 months make it more important than …

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Refining digital collaboration

Communications and Commercialisation, COVID, Deep Dive, Deep Dive: Communications and Commercialisation, impetus, Natalie Yeadon, Sales and Marketing, Views & Analysis, Views and analysis / October 11, 2021 October 11, 2021

Pharmaceutical companies are traditionally more conservative with their approach to and incorporation of new technologies; however, prior to COVID, the industry had begun moving toward intersecting health and technology. Natalie Yeadon, Co-founder and CEO of Impetus Digital, tells us how COVID has accelerated digital health transformation and made effective virtual collaboration more important than ever. …

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Closing pharma’s communication gap with patients

Communications and Commercialisation, Deep Dive, Deep Dive: Communications and Commercialisation, Sales and Marketing, Syneos, Views & Analysis, Views and analysis / October 8, 2021 October 8, 2021

The pharma industry has been talking about being patient-centric for years, but often that rhetoric hasn’t been accompanied by real change in the way product development is carried out. Keri McDonough thinks there is still a still a void between some pharma and patients, but one that can be bridged by developers who make a …

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Leveraging a strong product launch to build a successful pharma brand

Align Strategy, Christine Fletcher, Communications and Commercialisation, Deep Dive, Deep Dive: Communications and Commercialisation, Sales and Marketing, Views & Analysis, Views and analysis / October 6, 2021 October 6, 2021

So much effort goes into ensuring the successful launch of a new pharmaceutical product or indication, but it’s only once that has been achieved that the real work begins, says Align Strategy’s Christine Fletcher. Introducing a new pharmaceutical brand is akin to asking someone to change their established habits, and first impressions of that treatment …

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The post-pandemic evolution of pharma-doctor digital interactions

Communications and Commercialisation, Deep Dive, Deep Dive: Communications and Commercialisation, Heather Hancock, M3, Maxim Polyakov, Sales and Marketing, Tim Russell, Views & Analysis, Views and analysis / October 4, 2021 October 4, 2021

M3’s Tim Russell and Maxim Polyakov, together with Digital Futureway’s Heather Hancock, discuss new research on how doctor engagement has been altered by COVID-19. COVID-19 forced an unprecedented shift towards the virtual delivery of healthcare, suddenly compelling doctors increasingly to use digital means to care for their patients. As healthcare resources and delivery were prioritised, …

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