Thursday, September 29, 2016

Six Pharma Innovations Marketers Should Be Aware Of

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It seems that since the start of this Century, technology has advanced faster than the speed of light. In this fast paced world of technology, healthcare innovations seem to be taking the lead. There is no telling where the next ten years will lead to but one thing is for sure, a lot of change is coming. Businesses and governments around the world are working to bring new healthcare innovations into the world in a quick and efficient manner. These disruptive technological innovations will not only decrease healthcare cost but they will also improve the quality of healthcare delivery. These advancements will have a huge impact on the pharmaceutical world affecting both research and development. As a marketer in the field of pharma, it is essential to be aware of the newest innovations in healthcare and to know how it will impact pharma.

Here are six pharma innovations that marketers should be aware of:

Precision Medicine
Precision medicine is an approach in pharmacy that takes into consideration variables how different factors affect individuals differently. For example, when it comes to treatment of disease or preventative approaches, precision medicine takes into account the genetic make up of an individual, their environment and their lifestyle. Though precision medicine is currently being practiced for blood transfusions, researchers hope to go far with this approach and involve precision medicine in day-to-day healthcare.

mHealth Sensors
mHealth is a generic term that is used for mobile phone related usage in healthcare. Without a doubt, you’ve heard the term “there’s an app for that” several times by now because truly there’s an app for everything these days. Healthcare is certainly not an exception to this rule. Arguably, some of the largest advancements in healthcare have been due to mHealth. Smartphones are now able to track every piece of health information and sharing health data between patients and physicians has never been easier. Thanks to several smartphone apps and Apple’s CareKit, research using real patient data has become unbelievable simple. Of course, this new technology changes the way medical care is delivered and research is conducted. More remote patient monitoring means less visits to the hospital!

3D Printing
3D printing is perhaps the most disruptive piece of technology in healthcare. It seems as though there is nothing that cannot be 3D printed. Not too long ago, an epilepsy drug called Spritam became the first 3D printed FDA approved drug. The Spritam pill was constructed in a complex manner where layers of the drug were added until the correct dose was reached. Currently, a lot of work is being done to 3D print drugs of different shapes that allow for easy swallowing. However, this isn’t the only role that 3D printing plays in the healthcare field. 3D printers are being used to construct prosthetics and other medical equipment as well. There is definitely a promising role that 3D printing will play in the future of medical care.

Artificial Intelligence
Artificial intelligence defines computers with the ability to learn. This is a concept that scientists have been trying to achieve for years. IBM Watson is an example of artificial intelligence that can lead to groundbreaking discoveries in healthcare. Watson has already shown the ability to digest a tremendous amount of scientific literature and knowledge and make new connections that had not been made before. Technology like this is already being used to advance research and will certainly impact the future of medical research.

Nanotechnology is the coming together of engineering and science to create microscopic instruments that are between 1 to 100 nanometers large. Nanotechnology plays an important role in healthcare because due to the miniscule size of this technology, nanoparticles can safely travel in the bloodstream. Nanoparticles have the potential to deliver anticancer drugs and to decrease toxicity in the body. This technology can even be used to monitor whether patients have taken their medicine. Researchers are currently looking into creating nano-robots that can perform very specific tasks inside the body.

Virtual Reality
Virtual reality or VR is no longer solely about video games. Healthcare has been using virtual reality for research and healthcare procedures for years but the amount of technology companies transforming research into VR applications practically are scarce. Virtual simulations are being used for medical training, PTSD therapy, patient education, and surgical planning. In the future, we can expect to see virtual reality working with artificial intelligence, big data analytics, and increased computing power.

Rida Haider is a student specializing in Radiation Therapy and Oncology. She is passionate about digital innovation in healthcare and aims to bridge the gap between healthcare, business, and technology. Follow her on Twitter: @ridahaider_

Thursday, September 22, 2016

How to Develop a Nose for Innovation

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Philip Blake, President & CEO, Bayer is giving an advice on how to develop a nose for innovation and talks specific experiences he has had that helped him on this journey.

You will find a number of people who’ve been in the industry, have lived in some ways through the golden age - the age where there’s been a willingness to pay and be able to clearly demonstrate the value the innovation machines delivered over the last few decades.

I had the good fortune to start out as a sales rep

That amazing time when you go from being in research, and you’re not really sure where the next grant is coming from, and suddenly, a company Bayer gave me £6,250 a year with a small bonus and a thing called Ford Cortina. It’s wonderful when you’re pretty young and start out as a salesperson, which helps understand a little bit about what is this unmet need in medical practice.

What do physicians really value

I found that it is increasingly valuable to know what physicians actually value. Something that helps me every day, particularly when the commercial people have a program. In the two or three minutes our consultants actually have with a physician, they can always link back to how this is actually going to work.

Learn how to play the “corporate piano”

I was fortunate to spend some time within the headquarters in Leverkusen. I always believe that’s really important to get to your corporate headquarters and figure out how to play the “corporate piano” as I call it – to learn how it actually works there.

I was very lucky because the visionary who was leading Bayer at the time, a guy called Professor Horst Meyer, he was trying hard because he thought the way you generate value is you generate value by shaping research and development. His view was that Bayer was all about innovation, that we do our best at the commercialization. We would never be as good as, as he used to call them, the American companies, but his view was if you get innovation right, then even if you have a commercial machine which is sort of average, you’ll be okay. His view was: without innovation, even with an extremely good commercial machine, you are not going to do well.

So his goal was to get valuable innovation. So Professor Meyer tried to transplant a few people like myself who came from a scientific background, had been product manager, brand manager, head of marketing in the United Kingdom. He tried to transplant us into the development organization. So I spent five or six years up in Wuppertal which was our research and development facility. It’s where we’ve had our researchers, our development was led out of there. I was in global development responsible for Phase III study design. I sat on the committee which approved study design; Phase II, Phase III. I sat on the committee with made all the phase change decisions. I was a complete fish out of water for a number of years.

It took me some time to figure out how the statistics worked, how you had to power the studies, the benefits of combining Phase II and Phase III studies together, the risk balance you took by doing that.
I was on the committee which was working out how much research we should do inside and how much we should do externally, the benefits of partnering and not partnering, the fact that partnering brings in fresh ideas but also how you deal with a not invented here syndrome within corporations. For me that was the most valuable part of my career. At the time I didn’t realize it.

I’m seeing my colleagues, they are now directors, senior directors, vice presidents… They didn’t have Ford Cortinas anymore. They had bigger cars, more money, big bonuses… You don’t get this sort of the financial stuff when you’re in research and development. Now I came out of that, and suddenly they’re looking for general managers who understand how to play the piano, who know how the corporate organization works but can make these links. I also had a phase when I was responsible for building a factory in Italy. I was useless at that, but project managing, building this pharmaceutical manufacturing place which had all this stainless steel and these machines spinning. We were trying to make solutions so that kids could take pharmaceuticals as opposed to crushing up tablets with applesauce and that sort of stuff. Fascinating time, absolutely fascinating.

When directors eventually come looking for people for general management roles who could assemble the value chain, suddenly for me my career takes off again. I’m now responsible for the Americas for Bayer. And I feel reasonably comfortable because I can converse with most of the people in Bayer and assemble a value chain, understand how the partnerships work when you’re trying to bring innovation in because when you’re running an Americas business you need to be able to do that.

Tuesday, September 20, 2016

[FREE WEBINAR]: Learn about Web and Business Solutions with Jamie Beckland

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Jamie Beckland has been delivering custom web solutions for more than 10 years, and built his first social media community in 2004. Prior to Janrain, Jamie led the emerging media practice at White Horse, and has worked as a marketer and technologist with clients including Coca-Cola, Financial Times, Samsung, Wells Fargo, L’Occitane, The Brooking Institution, and many others. He frequently speaks about technology trends and writes for Mashable, Social Media Examiner, iMediaConnection, AdAge, and other publications.

Want to know what you'll learn from this insightful webinar? Here's a bit of context.

You'll learn how to:

  • Acquire and recognize customers across all web and mobile properties while ensuring peace of mind that the right people have access to the right content.
  • Balance global governance and compliance with regional regulations and autonomy when providing access to goods and services to physicians worldwide.
  • Realize ROI with real time customer journey analytics. Segment, activate, personalize, and engage the user continuously throughout their journey.
Want to join in on the conversation? >> REGISTER HERE  << 

Thursday, September 15, 2016

[Infographic] These Innovative Tools Can Reduce R&D Costs

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High costs and long time horizons put immense pressure on the drug development industry to find ways to get drugs to the market faster while reducing cost and time. The opportunity to use special regulatory designations (i.e., “breakthrough drug”) offer the advantage of expedited review to certain types of drugs. However, it’s the embracement of novel technological tools that can truly impact the speed of R&D. Download this SDG infographic for an overview of the many new and innovative tools that can reduce development costs, build and streamline pipelines, and shorten time to regulatory approval. 

Source: SDG

Monday, September 12, 2016

Deborah Waterhouse Speaks Patient Care and the Growth of Digital Medicine

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Deborah Waterhouse, the SVP of GlaxoSmithKline (GSK)'s Business Unit, has spent over two decades working across many cultures, with the pharmaceutical industries, with a track record of developing clear strategies, strong alignment and excellent execution to drive shareholder and customer value. She is not only passionate about working in healthcare, but is motivated every day by the opportunity to serve customers and make a difference to patients.

Thankfully, we had the opportunity of speaking with Waterhouse, who'll also be a keynote at our annual Pharmaceutical Strategy Conference (PSA), to share her expert opinion on  how technology has impacted the new direction of biopharma, garnering long-term success and what she is excited to learn more about at this year's conference.

  1. What are the opportunities and challenges facing the relatively new field of digital medicine, and how is the biopharmaceutical industry tapping into the potential for improved treatment and monitoring?

Technology is opening incredible new doors, not only in terms of drug discovery and treatment, but also how we are able to engage and support patients in their day-to-day lives. This is particularly exciting for the field of Primary Care. The possibility of helping a diabetes or asthma patient monitor symptoms in real-time – or, to identify a patient who may be predisposed to risk for those conditions, and monitor warning signs long before symptoms fully present – could change the landscape of disease management and, hopefully, ease the burden for patients, their caregivers, and the health system as a whole.

Specific to respiratory, GSK aims to be at the forefront of the pharma digital revolution. Wearable or remote biosensors and smart mobile health platforms provide the opportunity to get highly detailed and accurate monitoring of a patient’s physiology and behavior. This information may improve our understanding of asthma and COPD, inhaler usage and a patient’s response to medication. We continue to investigate the incorporation of sensor technology with our inhaled medicine portfolio to improve the care options available to those with asthma and COPD.

2. What is the secret to long-term success in your opinion? Do you have any best practices of success stories you’d like to share?

When it comes to leadership – of a small team or large organization – success requires being both boldly committed and thoughtfully malleable.

On the business side, there is both an art and a discipline to leading and growing a thriving business. I find that success requires three key things : listening to my customers and my team, working hard with my leaders to make sure I’ve got the right people in place, and creating a clear vision that everyone can understand and align behind – and all of this needs to be underpinned by the values of the organization.

In terms of personal and professional development, success means different things to different people. Both inside and outside GSK, I try to help women be successful and reach their potential. I think people often assume that successful women have no life outside of work. Much of the coaching I do is with women with families and they aren’t asking how to be more successful in business; rather, they are asking how to find work-life balance and how to manage the guilt they feel from committing themselves to their career.  I’m married to a physician, I have two teenaged kids, and I know  it is not possible to be the perfect mother, the perfect wife and the perfect leader all of the time.”   Life is about compromise and finding the right balance and either becoming comfortable with the trade-offs or choosing another path.

3. What do you hope to learn more about / who do you want to hear from at the PSA conference?

I believe our industry is at a palpable crossroads when it comes to the way we engage with patients.  Providing benefit to the patient, by being a trusted partner in the delivery of healthcare, is the very “license to operate” for any pharmaceutical company – but what are we all doing to make changes and demonstrate commitment to “patient centricity,” beyond discussing it as the latest buzzword?  I am eager to hear from my thoughtful and committed colleagues at other companies about how we make changes within our own organizations, and throughout the industry as a whole, to bring this mission of patient care and patient service to life.

Deborah Waterhouse will be speaking on our PSA panel for COMMERCIAL FOCUS KEYNOTE: DOING WELL, DOING GOOD, DOING RIGHT BY THE PATIENT.

Please join us at our annual Pharmaceutical Strategy Conference (PSA), held at the Marriott Marquis Times Square in New York City, September 28 -30th.

For a $100 discount, please use discount code: PSA100.

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