Pharma has long battled with demonstrating its value to society, tightly holding on to the innovation story as a key channel of communicating its worth to stakeholders in health and care. The trouble is, the term innovation is starting to lose impact. While the industry undoubtedly has “the best innovation story to tell of any sector,” it must now find new ways of unlocking it, says Catherine Devaney (page 19). Pharma, she argues, is grappling with a case of innovation fatigue, and must look further than R&D for inspiration on where to take its narrative.
Our cover feature this month (p31) looks at the new age of pharma marketing. New doors of communication and opportunity are giving rise to unique obstacles and challenges. However, the best of pharma’s marketing teams have grown accustomed to altering conditions and will use the experience of adversity to regroup and rise anew.
On page 20 Sandra Blumenrath and Ronald Portman explore the state of paediatric drug development and the innovations that might address the current difficulties in developing medicines for children. Elsewhere, Ana Nicholls (p28) warns that progress on non-EU trade agreements (as well as a Brexit deal) has proved far slower than originally expected and the potential impact this will likely have pharma.
There’s also a round-up of winners of PharmaTimes International Clinical Researcher of the Year 2019, which itself has celebrated an incredible milestone of having been the gold standard for celebrating the best talent in the industry for 20 years.
Finally, a call for entries to PharmaTimes Marketer of the Year 2019 – don’t miss the opportunity to put your skills to the test in this highly-respected competition. For more details, see www.pharmatimes.com/marketer
Marketing in our industry is not for the faint-hearted, although it is an area where dynamic teams can discover communicative muscles they never knew they had. As digital possibilities emerge at pace, the modern marketing maze offers exciting opportunities, but identifying them amid regulation and digital domination presents a formidable set of challenges. Challenges which, curiously, many relish...
However much progress life sciences companies have made in bringing their regulatory information under control, labelling management continues to overshadow these accomplishments. Too often labelling is disconnected from other systems, forcing heavy reliance on manual processes and checks which in turn can cause hold-ups and create an undesirable source of risk, especially across country borders. Agnes Cwienczek delves deeper into the issues and potential remedies
James Merson, global therapeutic area head for Infectious Diseases at Janssen Research & Development, believes that through continued advancements in science “we can change the trajectory of health for humanity and strive to make infectious diseases an issue of the past”