Medical’s unique forward-facing position makes it the natural guardian of authenticity – a characteristic we all aspire to in an ever-more uncertain world.

But what is authenticity and how do you project it? This paper explores how Medical is tackling this task externally through its core activities and internally, overcoming the many challenges to ensure the vision of authenticity is realized.

Insights from eyeforpharma’s latest white paper include:

• Is pharma authentic?
• The importance of internal partnership in delivering authenticity
• Ensuring a credible scientific platform
• The central role of oversight
• Communicating authentically

Authenticity: Pharma’s New Currency includes insights from across the industry, through interviews with the senior leaders of Astellas, Aerie, Ipsen and Eisai.

In  our  data-rich,  omnichannel,  AI-guided  world,  the  personal touch can sometimes be forgotten. Yet, people like to deal with people and no interaction with or through a machine can ever be as satisfying as a handshake and conversation.

Sales reps have always been the human face of pharma, however, as the role evolves new challenges are emerging that demand new skills and a new mindset. In this magazine, we view the big trends shaping pharma through the lens of the sales force.

We ask:

• What steps are companies taking to create the rapid-reaction, data-driven sales force needed to understand and deliver the needs of today’s customers?
• Has CX come home? The focus on delivering a seamless, valuable experience for all customers - might have started in the marketing, but it’s returning to its natural home – the sales force
• How can reps ensure they have a patient-focused mindset?

Is data the new oil?

It has much in common – it must be found and extracted, cleaned and refined, then transported to its final destination – with challenges at every point along that journey. Real-world evidence may be seen as a key fuel to power pharma’s next evolution but it is no simple silver bullet.

Where does the data come from? How reliable is the data? Can pharma even access the best data? Then there’s the analysis – how can pharma ensure that payers trust its analyses? Will payers seek to perform their own analyses, or will they increasingly turn to a third party? If so, which review body will become the most trusted source?

In the latest edition of our Trends magazine, we offer insights senior data leaders from UCB, Janssen, Merck and AstraZeneca.

Adapt or die.

Pharma is changing; new medicines are complex and niche, prices are rising, health systems want value, stakeholders are multiplying and patients are on the march, but what does this mean for marketers?

Never has innovation been more important, as those at the commercial sharp end seek new and compelling approaches to promote their company’s next-gen medicines. In this collection of articles, we help marketing stay ahead of the curve.

• The Future is Here – senior commercial leaders from across the industry discuss the big trends reshaping pharma
• Decoding Digital Medicines - the first digital medicine but not the last
• When it comes to change, only fear holds pharma back, says eyeforpharma Chairman, Paul Simms, in Dumb and Dumber.

It’s all about value. Everyone says so.

Pharma must come up with compelling value stories for their new medicines – and sell those stories in an equally compelling way. But how? What do payers want? Do payers all want the same thing? Are payers really listening? Is pharma?

Amid the confounding uncertainty and sweeping change, leading-edge thinkers agree on one thing – pharma needs to change how it operates. In this edition of our Trends magazine, we ask senior leaders from UCB, Teva, Amgen, Otsuka and CSL Behring how they’re adapting to the changing Access environment.

Seismic changes to the healthcare environment and reimbursement practices, coupled with ever-increasing technological advances, are changing the way sales representatives operate. The sales rep of tomorrow
needs to be more nimble and astute than ever, adapting  to  both  a  shape-shifting  environment  and  the  increasingly  complex,  data-centric information needs of customers.

Insights from eyeforpharma’s latest white paper include:

• How reps are tracking and responding to shifting customer expectations
• The success delivered by a patient-centric mindset
• The rep as the ‘orchestrator of channels’
• The data-driven rep
• The new skillset of tomorrow’s rep

Pharma's New Data Rep includes the insights of senior leaders from Novartis, UCB, Sunovion, Roche Diabetes Care, Almirall and AMAG.

Explore the use of real-world evidence in development.

The amount of time and money invested in the sourcing, analysis and communication of RWE has never been higher. It’s moved the goalposts of success, and with them follows the question, How can we make real impact and prove ROI?

Insights from eyeforpharma’s latest white paper include:

• An overview of the current RWE ecosystem and uses
• Deep dive on how RWE is transforming drug development
• The role of RWE in pragmatic trials and delivering stakeholders’ evidence needs
• Next steps and realistic future of RWE

The RWD-Revived Pharma Company includes insights from senior leaders from Novartis, Janssen, Eli Lilly, AstraZeneca and Sanofi.

Are we moving from a situation where Medical is supporting the rest of company; into one where the company is supporting the myriad responsibilites of Medical?

New and exciting oppotunities for Medical Affairs are discussed, along with whether MSLs really are the true heroes of pharma. 

Contributors include BMS, Pfizer, MSD and Pivot MSL.

Ensuring a patient-first strategy drives real results in commercial pharma. 

This white paper was  built collaboratively with people from around the world, sourcing insights from different companies and different departments to move onwards from the questions of "does patient centricity work" to "how does it work".

Blended - Pharma's new multi-stakeholder model. 

We delve into how companies are adapting to meet the needs of a rapidly evolving ecosystem in order to ensure they can stay afloat and prosper!

Contributions from Sanofi, LEO Pharma, BMS and Sandoz

The terms customer experince (CX) might be relatively new in pharma but the reality is as old as the industry itself.

Featuring case studies from Teva, Pfizer, Merck, BMS and AstraZeneca discover how slowly the concept of CX is being translated to Pharma.

With insights from Pfizer, EMD Serono and Covance we look at whether the US market is truely ready for value-based contracting. 

Looking at the shift from volume to value, what value-based contracting actually is and hurdles that could create an issue in the implementation of the contracting.

In the current healthcare climate, pharma must ensure all routes to access are covered, with seamless evidence plans ready for HTA, and intelligent pricing schemes for maximum reimbursement.

We interviewed experts to bring you the tried-and-tested techniques you’ll need to get access and reimbursement: 

The health economy is changing quickly, moving from measuring inputs to outputs. When reward is based on an outcome it becomes an incentive to do everything possible for customers and patients.

This is what ‘from volume to value’ means; a move from doing the minimum to the maximum, for patients. Nowhere do we see the move from volume to value more clearly than in the growth in the importance of RWE.

In this latest thought piece, eyeforpharma explores the power of RWE to transform the understanding of patients, treatments, outcomes and costs.  

What does the future hold for commercial...?

This in-depth eyeforpharma whitepaper will explore how pharma is integrating customer-facing teams in order to become more customer-centric.

The aim? To avoid duplication and ensure consistency of approach across a number of stakeholders. 

This paper explores:
- The drivers behind these trends (the problem)
- The wider benefits of greater customer-centricity (the solution)
- How companies are changing internally to realise this vision
- The challenges of greater integration
- The roles and skillsets within integrated commercial teams
- The impact on customers
- The future of the commercial team

Whilst it seemed a long, hard slog, in the last decade or so, the paradigm for clinical trials has flipped almost entirely from paper to electronic data collection. But why stop there, now that most of the infrastructure is in place to make third generation trials a reality?

We have spoke to leading industry figures really casting vision in the clinical space to discuss innovative approaches to data and technology, covering the most important opportunities available such as site-less / direct-to-patient clinical trials, paperless trials and patient-centricity that you can measure.  

Beyond a few organisations where entire teams and roles have been created around the pursuit of true 'patient centricity', some of pharma's most important customer-facing functions are unclear on the necessary steps needed to be worthy of the title 'patient-centric' - and even whether or not it should be their objective at all. 

Highlights of the whitepaper include:

- Can patient-centricity and profitability co-exist? We have the answer.
- We ask industry experts about finding the 'sweet spot' where there can be both patient focus and business focus - and the needs of both are met
- Pharma have confidence in the commercial benefirts of patient focus, but lack the confidence to take thinks to the next level. We explore what is needed to make this happen.
- How to make patient focus and business focus real - throught budget, measurement, and training.
- Concrete examples of the role of patient focus on profitability. 

Key Contributors:

- Christi Shaw, former U.s. Country Head and President, Novartis Pharmaceuticals Corporation
- Ramona Sequeira, President, Takeda Pharmaceutical Company Ltd
- John Gerow, Service Team Strategy Partner, Ashfield & Principle, JG Consulting Inc.
- Deborah Waterhouse, SVP and Business Unit Head UD Primary Care, GSK
- Jens Lipinski, Head of Patient Relations, Bayer Healthcare

This whitepaper highlights some of the most advanced companies in their innovative approaches to trial recruitment. Witness first-hand 5 case study examples of how the industry is reshaping its ways to overcome the recruitment battle.

Hear from:

- EMD Serono: Paulo Moreira, Vice President, Global Clinical Operations, External Innovation and Tanja Keiper, Associate Director share their restructure to support recruitment
-Lilly: Robert Kroes, Clinical Innovation Consultant shares his successes with a user friendly approach to trial education
- NIHR: Matt Cooper, Business Development & Marketing Director shares how they were recruiting so quickly within the UK , they were asked to stop to allow other countries to catch up
- The AKU Society: Oliver Timmis, CEO shares how pharma can benefit from collaborative recruitment techniques to achieve a 1 in 2 recruitment result.
- Pfizer: Craig Lipset, Head of Clinical Innovation shares his unique approach to engaging and listening to patients digitally 

We recently sat down with Brian Nugent, Associate Director, ClinOps Process at Gilead Sciences. He shared his experience with designing a successful framework on how QbD (Quality by Design) can be integrated into the risk mitigation management model and how to realize an optimal return from RBM (Risk Based Monitoring).

Gain these insights and get your copy now

Embedding patient-centred focus into the culture of pharmaceutical organisations. 

Big pharma claim their long term goal is to embed a patient-centred culture across their organisation – but how can they undertake such a fundamental change considering their complexity, size and resistance to change?

Key topics addressed include:

- Organisational change: Reinforce new systems, align internal structures and encourage cross-collaboration
- Talent: Hire and train your workforce to adopt new behaviours, competencies and attributes
- Return on investment: identify specific KPIs to identify patient-centred results and impacts on your business

Now, with the advent of ‘big data,’ companies are harnessing the power of AI to deliver more focused solutions in a variety of areas; AI helps them understand data in real-time. In a recent interview, Dr Andree Bates, President of Eularis, agreed to share some thoughts on how AI can be applied to the pharmaceutical industry to help reduce trial time, crunch data, and facilitate healing.

Content is essential but the key is how this strategy can be integrated into your marketing and customer plans across the business.

This paper covers: 

- How patient experience is driving marketing and how pharma can respond

- Content is not an end in itself: understand exactly who your customers are and what they want

- Create a story with heart and instil brand consistency

We have put together an exclusive report summarising the key Case Studies from Multichannel Customer Experience 2015 - great to share amongst those who couldn’t join us along with those who were there.

- Hear from three out-of-industry Customer Experience experts who share their experiences of how they instigated culture change to engage their employees and transform into highly focused, customer-oriented organisations that could deliver a highly efficient customer experience.

- Understand your audience and who you’re for. Use data to draw out fundamental needs. Invest in tools which will help you understand customer behaviour.

- Really understand what you’re for, your purpose and communicate it.

„- Reach your audience in new and unexpected ways with engaging, powerful stories that form an emotional connection.

„- Measure: keep a rigorous eye on what’s working and what’s not.

We have put together an exclusive report summarising the key takeaways from Barcelona 2015 - great to share amongst those who couldn’t join us along with those who were there. 

Take another look at how:

- Our C-suite panel reinforce a patient-centric culture with a drive for personalised healthcare and external partnerships

- VPs from BI, Merck, Ferring, CSL Behring and UCB are embedding the patient voice in their own organisation

- Digital technology is transforming the way we engage with our customers and revolutionising our sales force

- Key conclusions, critical learning and exclusive polling results from Europe’s largest commercial pharma gathering

Market Access & Pricing Excellence 2015, co-located in Amsterdam with Real World Evidence Europe, gave key players the opportunity to discuss the future funding of innovative pharmaceuticals, approaches to incorporating real world evidence (RWE) into product development, and challenges associated with the growing body of patient data collected with the help of mobile devices. 

Download to find out what happened at this year's event.

What can pharma do to improve patient care? eyeforpharma along with M3 Europe asked 549 European healthcare providers questions provided by pharma execs.

We then analysed the results and got senior level execs from Boehringer-Ingelheim, M3 Europe and AbbVie to comment. These were some of the results:
- How pharma can help to improve patient care and support
- How HCPs would operate if they were in your shoes
- The perception HCPs have about pharma companies and why
- The thoughts of hundreds of HCPs in one place

Find out which patient characteristics REALLY influence interest & participation in clinical trials.

In this report, you’ll discover:

- Common characteristics of chronic disease patients who participate in clinical research studies
- How factors like gender, physician satisfaction, treatment experiences, and concerns about financial costs impact patient interest and participation in trials
- Implications for attracting the most interested and engaged patients in recruitment programs.

Non-adherence to medication causes problems for patients, healthcare providers, payers and pharma companies. It impacts Pharma by reducing revenues and undermining payer and prescriber confidence in the effectiveness of the brand. S3 group teamed up with eyeforpharma to survey over 200 healthcare professionals to study the extent and scale of the issue and to understand the initiatives, structures, objectives and practices the Pharma industry is putting in place to tackle it.

This 15-page report presents cross-industry analysis on reimbursement and market access strategies designed to help you:

• Overcome barriers to traditional premium pricing
• Re-align stakeholder partnerships in the context of evidence-based care and clinical pathways
• Leverage risk-sharing agreements as a mechanism of market access in the US
• Achieve favorable reimbursement through ECV differentiation and value added services
• Prepare for demands around companion diagnostics

Developing an organization that drives value, wellness and integrated care

This 14 page paper will help you to:

• Gain insights into what industry leaders such as Merck, Pfizer & GSK are doing to enhance collaboration
• Drive more effective cross-functional collaboration through an understanding of the key ingredients for success
   

The 15-page whitepaper provides insight into:

• Practical examples and executive action points to realize the PCCT in each dimension

• Case studies from 19 senior clinical trial leaders from Eli Lilly, Genzyme, National Breast Cancer Coalition, CTTI, PCORI, UCB, Cancer Treatment Centers of America, Michael J. Fox Foundation and many others

Although England accounts for no more than 3% of global pharma sales, it is, alongside Germany, the most externally referenced country in Europe in relation to drug pricing. However, recent structural reforms to the NHS and NICE have complicated an already difficult market access approach.

This exclusive whitepaper aims to simplify these changes and offer you clear guidance on a new model of market access in this crucial European market.

Partners in Integrated Healthcare: Evolving to a Solutions-Based Model.

Download this 14 page report to:

• Find out what the trends in integrated care in European pharma are

• Learn about how Sanofi, Janssen and MSD are doing to build value added services

• Be inspired by 6 pioneers of mHealth and how they have developed mobile health apps

• Gain insights into the key trends in mhealth

• Understand how to leverage mHealth opportunities and drive value for HCPs, payers and patients

Download the results from this year's Healthcheck survey complete with commentary from industry thought leaders and find out what 1600 senior pharma executives from around the globe thought about:

• The state of trust and reputation in the pharma industry

• The strategic direction of the industry

• How payers are changing the pharma sales environment

• How pharma sees healthcare reform impacting the industry

How to overcome the biggest challenges that hinder multichannel marketing implementation.

• What you need to get your team and the organisation up to speed for implementation success

• Practical steps on how to gain the support from leaders and functions including IT, communications and sales

• Insights from experts on what you need to do to ensure compliance and how to develop the right approval process

As the pharmacist is becoming a more integral stakeholder in a patient’s decision making process. It is imperative that pharma companies understand the market dynamics shaping up the pharmacy industry. Cedric Pantaleon, GSK, reveals that engaging pharmacists to boost adherence to complex drug regimens is revolutionary in the pharmacy channel. The increasing pace of the change suggests that there is a demand to adjust current models.

In today's world of technological marvels, it's never been a better time to be a pioneer, a disruptor, an innovator. However despite our 21st century appetite for pushing boundaries, it's often still a challenge to grow and nurture these ideas in established companies.

Featuring interviews and insights from some of the industry's most creative marketers, our constructive guide will help YOU sell your innovative idea!

Telehealth is gathering support as a cost-effective tool to help deliver sweeping improvements in healthcare. There is much debate however as to whether it improves quality of life or isolates the patient and whether it is an affordable addition to the patient care toolbox.

The True Value of Telehealth examines the case for inclusion, honestly confronting arguements against and clarifying the measures and expectationsyou need for a successful telehealth approach to patient care.

It is increasingly apparent that the pharma industry has a role to play in patient support. While traditional communication efforts have been focused on increasing prescriptions, the reality is that those prescriptions are not delivering the benefits they should to patients. In return, non-adherence patients are costing the industry billions of dollars every year.

This paper focusses on the positive effect that patient services can have on adherence, to the benefit of the patient and the industry.

eyeforpharma has spoken to innovative industry experts and offers you this exclusive guide to ensure permanence and sustainability in some of the fastest growing markets in the world.

Featuring business intelligence and regional insights on Indonesia, Pakistan, Ukraine, Thailand and Vietnam.

Expert guidance on the benefits and sources of real world data. An overview of the disruption RWD will cause to R&D, clinical outcomes and market access.

Advancements in Personalized Medicine claim to deliver better efficacy, better outcomes and better value... But can personalized medicine actually deliver on this promise?

Understand the true impact of personalized medicine on your stakeholders.