Professional Documents
Culture Documents
PME Feb.
PME Feb.
PME
PHARMACEUTICAL MARKET EUROPE
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UNDER
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The forces shaping pharmas evolution
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Interview:
Takedas Marc Princen
Health education
Paging
Dr Millennial...
European life sciences
What if
PCM HEALTHCARE
PCM SCIENTIFIC
PHARMACOM MEDIA
Shakespeare stopped
at Henry VI?
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Healthcare Communications
Medical Education
CME.
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Comment
THE TEAM
'FCSVBSZtXXXQ
NMJWFDPN
Editorial:
Editorial director Dominic Tyer
Commissioning editor Iona Everson
Junior reporter Rebecca Clifford
Studio:
Creative director Karl Equi
Middleweight graphic designer Laura Slater
Junior graphic designer Helen Penfold
PME
PHA RMA CEU TICA
UNDER
PRESSURE
Sales:
Business manager Tara Lovegrove
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Production:
Production director Keith Shilson
Production manager Samuel Hamilton
Dr Diana Barkley
Pharmaceutical consultant, Independent
Uday Bose
Corporate vice president, head of global
marketing oncology, Boehringer Ingelheim
Dr Luc Hermans
VP commercial planning and operations
Europe, Asia, Middle East, Gilead Sciences
Stefan Janssens
President EMEA, Cegedim Dendrite
John Morris
Partner, KPMG
Interview:
Takedas Marc Princen
Health education
PME_Cover-Feb1
6-final.indd 1
Paul Pay
Vice president, corporate & business
development, Norgine
Paging
Dr Millennial...
European life sciences
Mark Rothera
Chief commercial ofcer, PTC Therapeutics
PUBLISHED BY
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Ian Talmage
Senior vice president, global marketing,
general medicine, Bayer Pharmaceuticals
Adapt or die?
PMGroup
Mansard House, Church Road,
Little Bookham, Surrey, KT23 3JG, UK
Tel: +44 (0)1372 414200
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CONTACT US
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www.pmlive.com
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A
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Event
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Contents
FEBRUARY 2016
6-7. Novartis shakes
up Alcon unit; Sano
hunt for Zika virus
SANOFIS ZIKA
VIRUS HUNT
INTERVIEW - TAKEDA
30. Marc Princen on the
rms speciality care plans
UNDER PRESSURE
NEW PATHWAYS
01
0.
EU LIFE SCIENCE SITES
26
EU TRIAL SUMMARIES
DIGITAL INTELLIGENCE
42. EU eyes mHealth apps;
FDA issues guidance against
medical device hacking
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DARWINS MEDICINE
PAGING DR MILENNIAL
ts
EMAS ACCELERATED
PATHWAYS
30
TAKEDAS
MARC PRINCEN
44
PAGING DR
MILENNIAL
PHARMA BRANDS
AND AWARDS
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UNDER PRESSURE
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14. Mismanagement of
UKs Cancer Drugs Fund
unacceptable, say MPs
32
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NEWS
CLASS OF 2015
APPOINTMENTS
EUROPEAN SITES
22. What makes a country
in Europe attractive to
life science companies
46
PHARMA BRANDS
AND AWARDS
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News
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Prices stopped
J&J acquisitions
Johnson & Johnson looked at
possible acquisitions during 2015
but was put off by high valuations,
according to Alex Gorsky.
Speaking at its fourth quarter
results call, the rms CEO
intimated to investors and analysts
that with valuations starting to fall
back we intend to be quite active
as we look at 2016 and beyond.
Aside from some small deals,
J&J has not joined in with the
surge in M&A activity that swept
pharma in 2014 and 2015, losing
out to AbbVie in a tug of war
to buy Pharmacyclics. Last year
the group embarked on a $10bn
share buyback - although it
insisted this would not scupper
its ability to make deals.
The company is also sitting
on a fairly hefty cash pile - albeit
with a large proportion overseas
- and according to Gorsky is
looking at opportunities across
all three of its business sectors:
pharmaceuticals, medical
devices and consumer health.
News
In brief
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News
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Hints of Humira
slowdown weigh
on AbbVie
Despite a healthy rise in revenues,
signs that AbbVies big-selling
Humira drug may be showing
its age dragged down its share
price late when its fourthquarter results were released.
The company reported revenues
of $6.3bn - up more than 18% with Humira (adalimumab) rising
13% to $3.8bn which did not
meet some analysts expectations.
The worlds biggest-selling drug
consolidated its position at the
top of the tree with total annual
sales of over $14bn - roughly
in line with the companys
forecasts - although an ex-US
growth rate of less than 10%
raised further eyebrows.
Meanwhile, management
suggestions that the drugs growth
outside the US could continue to
slow during 2015 thanks to indirect
competition from biosimilars of a
Humira rival - Enbrel (see above
story) - added to investor anxieties.
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In brief
Baxaltas aspirations in
oncology have received a
boost after the European
Commission approved
Oncaspar, its treatment for
a rare form of leukaemia.
Its the rst EU-wide
approval for the product,
which Baxalta acquired
last year from Sigma-Tau
in a deal worth $900m.
The epilepsy drug will provide a new treatment option for patients
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News
he French government is
continuing its investigation
after a clinical trial of
an experimental medicine
left one man dead and ve
other patients desperately
ill in hospital last month.
Exposure to the drug in the
rst-in-man (FIM) trial - conducted
by clinical research organisation
Biotrial of a compound in
development at the Portuguese
pharma company Bial-Portela
- seems to have caused serious
neurological adverse reactions.
The drug has been administered
to around 90 test subjects,
with approximately another 30
receiving a placebo, since the
trial started in early January.
The other ve hospitalised
patients have neurological
problems of varying gravity,
according to doctors at the
University Hospital of Rennes.
The orally-active drug - BIA
10-2474 - was intended to treat
mood and motor disorders
associated with neurodegenerative
disorders and anxiety and is a
fatty acid amide hydrolase (FAAH)
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Alkermes
depression drug
misses targets
Alkermes has suffered a major
setback in its late-stage pipeline
after depression candidate
ALKS 5461 failed to pass muster
in two late-stage trials.
The Ireland-domiciled
company insists it is not giving
up on its lead drug development
project, however, and says
it will press on with a third
phase III trial in the hope of
showing a benet of the drug.
The two phase III trials FORWARD-3 and FORWARD-4
- involved patients with major
depressive disorder (MDD)
who had failed to respond to
established antidepressants.
ALKS 5461 failed to show an
improvement over placebo in
both studies, although Alkermes
said there was a trend towards
efcacy in FORWARD-4, while
an unexpectedly high placebo
response in FORWARD-3 may have
masked any benet for the drug.
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Im going
to need
a new
contract
team
[email protected]
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News
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Merck & Co
buys immunooncology rm
Merck & Co has agreed to
acquire privately-held Scottish
biopharma company IOmet
in a deal that supplements the
pharma groups early-stage
cancer immunotherapy pipeline.
Merck (known as MSD outside
North America) has not disclosed
publicly how much it is paying for
Edinburgh-based IOmet, which
focuses on a set of molecular
pathways that can encourage the
immune system to recognise and
attack malignant cells, although
a BBC report suggested the gure
could be as high as 280m.
In particular, IOmet has
a preclinical pipeline of
compounds that inhibit IDO1
(indoleamine-2,3-dioxygenase
1) and TDO (tryptophan-2,3dioxygenase) two enzymes
that are often over-expressed
in tumour cells, particularly
in glioma, melanoma, lung
ovarian and colorectal cancers.
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News
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NICE arrangements
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PAC chair
Meg Hillier MP
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Industry concern
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Darwins medicine
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Regulatory
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Improving access
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New treatments
Gr
overnment and
insurance payers
have raised the bar
when it comes to
drug reimbursement, and
containment of healthcare
costs has become a global
mandate. Their calls for an
outcome-based payment model
along with advances in the
lab have changed the business
model of modern medicine.
While critical on many
levels, these changes may
have a negative impact in the
area of drug development, as
escalating costs threaten the
participation of new entrants
and thus, threaten innovation.
Any industry that curtails
opportunities for smaller rms to
innovate will encourage efforts to
make existing treatments for the
largest populations incrementally
better, but will not foster the
discovery of new treatments that
may offer signicantly better
outcomes for severely ill patients.
The European Medicines
Agency (EMA) has realised that
the traditional drug approval
process needs to be adapted
to t the new business model
and to encourage innovation.
It is working to provide an
opportunity for accelerated market
approval for early stage medicines
that address unmet medical needs.
Efcacy rebates
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Regulatory
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COMPOUND
TRADE NAME
INDICATION
MECHANISM / TYPE
COMPANY
REGION OF
FIRST
REGISTRATION
PM
Praluent
hypercholesterolaemia
PCSK9 inhibitor
Regeneron/Sano
USA
Aristada
schizophrenia
Alkermes
USA
asfotase alfa
Strensiq
hypophosphatasia
alkaline phosphatase
replacement
Alexion
Japan
avibactam
Avycaz
bacterial infections
(with ceftazidime)
beta-lactamase inhibitor
Allergan
USA
brexpiprazole
Rexulti
depression /
schizophrenia
Otsuka/Lundbeck
USA
cangrelor
Kengrexal
percutaneous coronary
intervention (PCI)
P2Y12 inhibitor
EU
cariprazine
Vraylar
schizophrenia / bipolar
disorder
Gedeon Richter/Allergan
USA
cholic acid
Cholbam
cholic acid
replacement therapy
Retrophin
USA
cobimetinib
Cotellic
BRAF V600-positive
malignant melanoma
MEK inhibitor
Roche/Exelixis
Switzerland
daratumumab
Darzalex
multiple myeloma
anti-cd38 antibody
Genmab/Janssen Biotech
USA
Kybella
submental contouring
(double chin)
Kythera Biopharma
USA
Gr
alirocumab
aripiprazole lauroxil
deoxycholic acid
Unituxin
neuroblastoma
anti-GD2 antibody
United Therapeutics
USA
elotuzumab
multiple myeloma
anti-SLAMF7 antibody
AbbVie / Bristol-Myers
Squibb
USA
eluxadoline
Viberzi
diarrhoea-predominant
irritable bowel syndrome
mu opioid receptor
agonist / sigma opioid
receptor antagonist
Allergan
USA
South Korea
Empliciti
evogliptin
Suganon
type 2 diabetes
Dong-A
evolocumab
Repatha
hypercholesterolaemia
PCSK9 inhibitor
Amgen
EU
ibanserin
Addyi
hypoactive sexual
desire disorder
Sprout Pharmaceuticals
USA
Praxbind
anti-dabigatran antibody
Boehringer Ingelheim
USA
Cresemba
invasive aspergillosis /
mucomycosis
triazole antifungal
Basilea/Astellas
USA
idarucizumab
isavuconazole
multiple myeloma
Takeda
USA
Lenvima
thyroid cancer
multikinase inhibitor
Eisai
USA
lesinurad
Zurampic
gout
AstraZeneca
USA
lumacaftor
Orkambi
cystic brosis
(with ivacaftor)
CFTR protein
misfolding
Vertex Pharma
USA
lusutrombopag
Mulpleta
thrombocytopenia in
chronic liver disease
oral thrombopoietin
receptor agonist
Shionogi
Japan
mepolizumab
Nucala
severe eosinophilic
asthma
GlaxoSmithKline
USA
necitumumab
Portrazza
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anti-interleukin-5 antibody
non-small cell
lung cancer
EGFR inhibitor
Eli Lilly
USA
omarigliptin
Marizev
type 2 diabetes
Merck & Co
Japan
osimertinib
Tagrisso
non-small cell
lung cancer
EGFR inhibitor
AstraZeneca
USA
palbociclib
Ibrance
ER+/HER2breast cancer
Pzer
USA
Farydak
multiple myeloma
Natpara
hypocalcaemia in
hypoparathyroidism
Veltassa
hyperkalaemia
Varubi
chemotherapy-induced
nausea and vomiting
(CINV)
sacubitril
Entresto
Novartis
USA
Shire
USA
Relypsa
USA
neurokinin-1 receptor
antagonist
Tesaro
USA
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patiromer
rolapitant
HDAC inhibitor
parathyroid hormone
replacement
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panobinostat
parathyroid hormone
(recombinant)
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lenvatinib
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dinutuximab
neprilysin inhibitor
Novartis
USA
Xadago
Parkinson's disease
MAO-B inhibitor
Newron Pharma
EU
Kanuma
recombinant lysosomal
acid lipase
Alexion
EU
selexipag
Uptravi
pulmonary arterial
hypertension
IP prostacyclin receptor
agonist
Actelion
USA
sanamide
sebelipase alfa
sonidegib
Odomzo
talimogene laherparepvec
Imlygic
malignant melanoma
oncolytic virus
Novartis
Amgen
Switzerland
USA
tenofovir alafenamide
Genvoya
nucleotide reverse
transcriptase inhibitor
Gilead Sciences
USA
trelagliptin succinate
Zafatek
type 2 diabetes
Takeda
Japan
uridine triacetate
Xuriden
uridine prodrug
Wellstat Therapeutics
USA
vonicog alfa
Vonvendi
Baxalta
USA
vonoprazan fumarate
Takecab
acid-related diseases
potassium-competitive
acid blocker
Takeda/Otsuka
Japan
20
www.pmlive.com
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COUNTRIES AND
COMPANIES
Once again, the importance of the
US market was underscored by the
sheer number of drugs that were
rst approved by the US FDA. All
told, 31 of the 44 NMEs approved
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Company strategy
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European sites
What makes a country in Europe attractive
to life science companies?
urope offers exciting
opportunities for international
life science companies. Besides
being the second largest market
for high-margin drugs and medical
devices thanks to a well-established
public healthcare system, the very
large European life science industry
offers a fertile ground for investments,
collaboration and acquisitions.
The high density of universities and
research institutes throughout Europe
and well-trained employees in the
European life science industry enable
international life science companies
to build up a broad network within
Europe and to evaluate national and
international market possibilities.
However, Europe can look
amazingly complex to a life sciences
executive looking at it from outside
the continent. Despite most
European countries being part of the
22
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t In total there are roughly 11,000
life science companies (biotech,
pharma, medtech) across 14
European countries and in Israel
Pharmaceutical Market Europe February 2016
European sites
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Going forward, the report draws a
mixed picture of the outlook for the
seven countries covered in detail.
t Currently, the UK and Switzerland
clearly stand out from the rest
of the countries in regards
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91 (54%)
49 (29%)
16 (10%)
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170 (32%)
308 (59%)
41 (8%)
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125 (45%)
100 (36%)
28 (10%)
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55 (42%)
55 (42%)
21 (16%)
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523 (47%)
479 (43%)
149 (13%)
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696 (37%)
995 (53%)
178 (9%)
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72 (54%)
68 (51%)
6 (5%)
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476 (45%)
485 (45%)
24 (2%)
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365 (48%)
418 (54%)
39 (5%)
/FUIFSMBOET
273 (42%)
254 (39%)
71 (11%)
/PSXBZ
85 (45%)
67 (36%)
7 (4%)
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329 (51%)
269 (42%)
43 (7%)
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411 (48%)
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327 (45%)
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561 (35%)
196 (12%)
Total
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Note: On average, the study shows that 43% of European countries keep their
R&D in their own country and 45% still manufacture in their own countries
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Note: The total number of life science companies analysed in the new report is 10,737, across 14
European countries. The greatest concentration is in Germany at 1,876, closely followed by the UK
at 1,610 and France at 1,112
www.pmlive.com
23
Company strategy
in regards to their capacity to
host these key value drivers.
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Austria
76.7
33
4.12
47
Belgium
63.7
84
3.55
51
Denmark
92.1
7.5
Finland
54.8
120
3.7
49
France
43.5
157
2.36
57
Germany
51.2
134
4.31
41
Ireland
76.2
37
5.9
18
Italy
55.4
118
3.46
52
Luxembourg
42.1
164
5.67
22
Netherlands
66.3
73
4.2
45
Norway
48.2
144
5.85
19
Portugal
42.9
161
31
Spain
52.6
127
4.29
43
Sweden
54.0
122
4.3
42
Switzerland
75.3
43
7.89
UK
75.6
41
15
Note: According to the Index of Economic Freedom the UK, Ireland and - as an exception in
continental Europe - Switzerland have reasonably exible labour markets, including immigration
regulations. The rankings are similar when addressing only labour regulations (hiring/ring
practices, minimum wages, etc) where Anglo-Saxon countries and Switzerland again rank at the
top of the European list
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25.00%
24.40%
21.00%
20.00%
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20.00%
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8.50%
10.00%
12.50%
n/a
5.00%
n/a
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33.99%
38.00%
33.00%
25.00%
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24.50%
15.00%
22.80%
12.50%
6.8%
15.00%
n/a
n/a
n/a
n/a
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Note: A rst step towards analysing a location is to compare the ordinary corporate tax rates of each country applied to general business activities.
Reasonable taxation of IP income from patents, technology or trademarks is an important consideration for LS companies that own mature incomeproducing IP. Trading income is also taxed at a lower level in some countries such as Ireland and Switzerland, whereas in other countries, trading
income is generally subject to ordinary taxation
In association with
Measurement:
Its time to get with the real world
PM
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So how do we do it?
Its not difcult. But it does
require a change in thinking, as
well as a strategic relationship
with clients who trust us to build
great programmes that match the
value of their brand to patient
outcomes. The measurement
is actually simple once youve
established the strategic goal.
Technology is exciting. But
lets not wait for it before getting
in the mindset of measuring
patient outcomes for our
programmes and services.
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DENNIS OBRIEN
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For campaigns that Ignyte change
.
At Hamell Ignyte, we specialise in award-winning creative campaigns
designed to initiate and drive sustained behaviour change.
Building lasting connections between brands and their audience.
We believe that to engage with your audience, you need to truly understand them.
And when you know what motivates them, anything is possible.
Call Fiona Hammond on 020 7978 5206 or email her at [email protected]
to nd out how Hamell Ignyte can help you deliver game changing results.
www.hamell.co.uk
Ignyte
In association with
Changing behaviour
by design
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27
Regulatory
The new
EU clinical
trial lay
summaries
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$MJOJDBMUSJBMT
In a ground-breaking change to
the status quo of complex medical
language being a barrier to
understanding valuable information
for many stakeholders, the European
Commission has now recognised
this information gap and clinical
trial lay summaries will soon
become a legal requirement.
5SJBMTVNNBSJFT
The new Clinical Trial Regulation
(EU No 536/2014)5 comes into
effect no earlier than May 2016.
It requires trial sponsors to provide
two summaries one year after
the end of the trial in the EU: a
trial summary and a lay person
summary. The European Medicines
Agency (EMA) will manage an EU
database, hosting these summaries.
Kaisa Immonen-Charalambous,
the EPFs Director of Policy, says,
The regulation will support patient
organisations in educating their
members about the research and
development of medicines and the
regulatory process. But more could
be done. For example, securing free
access for patient groups to journals
and introducing lay summaries of
publications. Kaisa also hopes
that gathering patient input into
lay summaries could inspire more
pharma companies to work with
patients at an earlier stage in the
clinical development of a product,
beginning with the design of clinical
trials. We share these hopes. The
new regulation is a start and we
might just see a ripple effect.
28
www.pmlive.com
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communities who are often
particularly interested in medicines
that are undergoing trials.
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JANE NEALE
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KAISA IMMONENCHARALAMBOUS
Special thanks to Kaisa
Immonen-Charalambous,
from the European
Patients Forum, for
her valued insight
www.pmlive.com
29
Interview
Forging
a path in
specialty
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care
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www.pmlive.com
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31
Company strategy
UNDER
PRESSURE
PM
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www.pmlive.com
32
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Under pressure
THE VALUE SHIFT
PM
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It represents a
move from ...
treating illnesses
by symptoms
to ... managing
individual wellbeing
models that can understand market
heterogeneity and deliver value
to targeted segments on a global
basis. At the same time, the global
shift creates a selection pressure
against models that view market
heterogeneity only in clinical terms,
are unable to focus their resources
appropriately and cannot deliver
customer-specic value globally.
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www.pmlive.com
33
Industry evolution
PM
Al
SELECTION PRESSURES
The six great shifts identied by our
research are fundamental, emerging
properties of the complex adaptive
system that is the life science
industry. They create selection
pressures that are pervasive, acting
on every change in strategy, structure
and process to either favour it or
disfavour it. Over time, they lead
to the emergence of new business
models and the disappearance of
old ones. However, these selection
pressures act in a complex
and uneven manner. All six act
simultaneously on every rm and
they also interact with each other.
But they do not act evenly across
the industry. The systeomic and
information shifts, for example, act
strongly on innovative companies
but, arguably, less so on follower
companies. The trimorphic and
holobiont shifts act more strongly
on smaller companies, who can
form holobionts that allow them
to compete with industry giants.
The global shift and value shift
affect the whole industry but
the details of their effects vary
between disease areas. To add to
this complexity, business models
can adapt to selection pressures
in a number of ways. They can
react to the value shift by reducing
costs or by creating more effective
ts
igh
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www.pmlive.com
0.
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01
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THE TRIMORPHIC SHIFT
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In association with
PM
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DAVID HOGBEN
Gaining an understanding of
how long audiences interact with
your content (online and ofine),
time spent with eld force staff
and attendance at meetings or
symposia provides insight into
the level of engagement across
channels. To measure behavioural
change we need to look beyond
the touchpoint metrics to wider
trends such as a shift in online
sentiment, increasing the number
of shares of key content, patient
adherence and - potentially
- prescribing behaviour.
To navigate the complex
and demanding education
environment successfully there
needs to be an acceptance that
there is no single magic bullet.
Instead, success will be based on
developing a strong multichannel,
audience-driven strategy, providing
each audience type with a unique
experience and utilising formats
and channels that suit their needs.
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Personalised multichannel
user journeys
lr
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www.pmlive.com
01
36
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he healthcare
education environment
continues to grow in
scale and complexity,
reecting the proliferation
of medical information,
the multitude of channels
healthcare professionals use
to access information, and the
increasingly diverse groups of
healthcare professionals and
patients with medical education
needs. Meeting these highly
individual needs can present
a daunting challenge for
some when designing medical
education programmes.
PM
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p2
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healthcare stakeholders cry out
for reliable health information, the
wall needs to be knocked down.
Its time for pharma to have its
Berlin moment. In 1979, perhaps
we didnt need no education.
But almost forty years later,
as communications channels
proliferate and information overload
prevails, people dont just need
education - they need advice on
the best place to study and help
understanding the curriculum.
ts
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Wanted
[email protected]
+44 (0)1638 723560
www.hayward.co.uk
Health
Sizeeducation
matters?
PM
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[EDUCATION]
MUST BE RELEVANT
AND USEFUL FOR THE PATIENT
AND THE HCP
www.pmlive.com
39
Company
Health
education
strategy
.
.
.
N
O
I
T
A
C
U
ED
COULD HELP
IMPROVE
T
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A
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A
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motivation rather than the outcome.
If we ignore the patient context
then education wont resonate
and technology wont be used.
Another important area to explore
is HCP-patient interaction. The
HCP is vital to patient education,
says Tim. We know that when
patients visit their doctor, theres
a huge amount they may have
forgotten or misunderstood by the
time they leave the consultation.
This is simply the nature of
communication within difcult
time constraints. One thing that
would help is if HCPs were able to
deliver an educational prescription,
whereby they recommend resources,
contacts and materials that can
help the patient once they get
home. Theres little doubt pharma
could help create these resources
and, if produced independently
and to a high standard, neither
the patient nor the HCP would
question their credibility.
Supporting patient interaction
at the point of care could also
help drive medicines adherence.
Education centred on HCPpatient interaction could help
improve treatment compliance,
In association with
Online learning:
The key to customer centricity
for pharma and doctors?
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41
Digital intelligence
he European Commission is
working towards improving
the safety and transparency
of health information
collected by mobile apps.
Its newly set up mHealth app
working group will be tasked
with assessing the validity and
reliability of the data that is
collected and processed.
The Commission also wanted
it to produce draft guidelines
for the area, which it says
should be ready to be published
by the end of this year.
The promise of health app
guidelines follows the Green
Paper on mobile health issued
by the Commission in 2014,
when it outlined the technologys
potential to empower citizens to
manage their own health, improve
quality of care and comfort
for patients and assist health
professionals in their work.
The Paper also identied safety
and transparency of information
as one of the main issues that
limited mHealth uptake.
The European Commission
said: The large number of
lifestyle and wellbeing apps
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www.pmlive.com
Digital intelligence
Just 6% of pharmaceutical
companies currently employs a
chief digital ofcer, according
to a new report. The 2015
Chief Digital Ofcer Study
did nd that the numbers
in this executive position
were growing and - perhaps
unsurprisingly - larger
companies tended to be ahead
of the curse with this trend.
PM
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In brief
www.pmlive.com
43
Healthcare
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millennial doctors specically, ve
key inuences come into play:
t their broader generational trends
t the norms of where they trained
t the inuence of older
teachers and mentors
t the rapidly evolving
technology, and
t the healthcare system of the
country in which they live.
Importantly, however, there are
marked differences arising from
local experiences. Country-specic
approaches to the ve inuences
noted above, local culture and
customs and level of economic
development all lead to millennial
nuances at the country level.
With this context, here are
the very high-level trends and
implications from the study.
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www.pmlive.com
Paging Dr Millennial
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45
Creativity
.
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www.pmlive.com
Source: Drugs.com
Rewarding brands
unconvinced about the
link between creativity and
effectiveness. They point out that
many big brands do very well
despite uninspired campaigns.
That may be true. But what
could we achieve if we married
the best clinical performance
with the best creative ideas?
Does it matter?
Charity / Fundraising
Corporate
Disease Awareness,
Health Education,
Social Issues
Brand Advertising
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Id love to do a more
creative campaign but my
hands are tied by Global.
Creativity works
best for challenger
brands, not leaders
A good campaign can build the
prole of a new brand, but once
it is established the job is done.
How do we x
the problem?
Pharma marketers could learn
from other business sectors about
how to get maximum value
from advertising. They need to
revise their attitude to risk, from
avoiding failure to pursuing
success. They should treat agencies
as business partners, which
means learning to trust them.
Agencies need to earn that
trust by demonstrating a better
understanding of client strategy. We
need to demonstrate the benets
of creativity in terms that clients
will accept. We have to shift our
focus to long-term brand growth.
Above all, we need to dispel the
impression that we are gonghunters in pursuit of awards.
Bridging the trust gap is vital
to restore a healthy relationship.
Whos ready for the challenge?
.
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Source: Global Awards, Clio Healthcare, Lions Health, IPA/Best of Health, Rx Club, Creative Floor, PM Awards
47
Appointments
Sponsored by
Celgene
PM
MARK ALLES
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Merck KGaA has appointed Udit
Batra (pictured left) and Walter
Galinat to its executive board.
Galinat joined Merck in 1976 and
became CEO and president of the
Performance Materials business in
2010. Meanwhile, Batra started his
career with Mercks US namesake,
before joining Novartis and then
joining Merck in 2011. In March
2014 he was appointed CEO
and president of its life science
business Merck Millipore.
res
MATTHEW PFEFFER
ROHAN PALEKAR
US-based biotechnology rm
Noxilizer has appointed David
Theil as its chief nancial
ofcer. He has over 25 years
of life sciences experience in
nancial, administrative and
operational management. He
has held senior management
positions at IGEN International,
Speciality Pharmaceuticals
and Supernus Pharmaceuticals
and worked with healthcare
clients at Deloitte & Touche.
California-based MannKind
has appointed Matthew Pfeffer
as its chief executive ofcer
to replace Alfred Mann, who
had held the role ad interim
since November. Pfeffer will
continue to serve as Mannkinds
chief nancial ofcer and has
also been nominated to the
board of directors, lling an
existing vacancy. Prior to joining
Mannkind in 2008, Pfeffer
served as CFO for VaxGen.
www.pmlive.com
DR STUART COLLINSON
DAVID THEIL
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DR SUSANNE FIEDLER
Appointments
Sponsored by
.FSDL
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CELEBRATING THE
PEOPLE BEHIND OUR
AWARDWINNING
PROGRAMMES
DR RICHARD JONES
DR WALTER GILBERT
PM
DR JESSIE ENGLISH
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Ify Onyeaso
Ifys scientic and strategic
insights have supported
industry-leading programmes
during her 6 years at Lucid. Ify
has won the PMEA Excellence
in Customer Focus and
Communiqu Excellence
in Professional Education
Programmes, as well as
being highly commended
for Communiqu Excellence
in Communications via
Meetings. This adds to Ifys
other awards, taking her total to
six in six years at Lucid.
(BMCSBJUI8JHIU
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DR ROBERT REEKIE
DR NICK MEYERS,
NASTASHA NESTEROVA-SMITH
$MJO5FD*OUFSOBUJPOBM
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www.pmlive.com
www.pmlive.com
49
Appointments
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PETER GAY
BARBARA BOX
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JAMIE DOWD
CORI ASHFORD
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GRAHAM BELGRAVE
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