Deep Dive Previous Editions
pharmaphorum's digital magazine Deep Dive provides objective, issue-driven views, analysis, high-level interviews and unique research for pharmaceutical companies, biotech firms and the wider healthcare sector.
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Deep Dive: Patients and Partnerships 2024
IN THIS ISSUE: The 2024 US Presidential race is nearing its end, but what does that mean for pharma? Plus, we explore the crucial role of patient-reported outcomes in healthcare delivery and examine how empathy-driven design is transforming patient support materials, rare disease collaboration, and much more.
• Deep Dive: Patients and Partnerships 2024 contents
Deep Dive: Commercialisation 2024
In this issue, we unpack Ozempic’s rise to superstar status and the risks associated with its off-label use. Plus, gain insights on building effective communication strategies, data-driven storytelling, and explore Scotland’s storied role in the history of medical innovation.
• Deep Dive: Commercialisation 2024 contents
Join our exploration of vital oncology topics, including caring for cancer survivors, AI in patient care, the future of CAR-T therapies, and the rise of targeted radiopharmaceuticals. Plus, discover insights on prostate cancer disparities, the impact of open access on research, and advancements from ASCO 2024.
• Deep Dive: Oncology 2024 contents
Deep Dive: Market Access 2024In this edition of Deep Dive, Unpacking complex choreography in the biologics patent dance, Alexion examines the urgent need for accelerated access programmes for rare disease treatments, and Putnam Inizio Advisory details best practices for integrating market access considerations into biopharmaceutical asset investment decisions.
Plus, trace key moments in the development of value-based care, learn how the UK is tackling the threat of AMR, examine the cause and consequences surrounding ongoing ADHD drug shortages, and much more.
• Deep Dive: Market Access 2024 contents
Deep Dive: Research & Development 2024
In this edition of Deep Dive, delve into the revolutionary world of genetic editing as we trace the development of CRISPR, discover why Alexion’s Soraya Bekkali believes now it the time to champion innovation that will help address unmet needs in rare diseases, and explore changing attitudes towards artificial intelligence at JP Morgan
Plus, learn about the transformative trends in clinical trials from UCB’s Dr Iris Loew-Friedrich, unravel the complexities of clinical supply management, and find out how blood donation centres are helping to address barriers in cell and gene therapies.
• Deep Dive: Research & Development 2024 contents
Deep Dive: Digital Health 2023
In this issue of Deep Dive, AXON’s Silvia De Carvalho details how generative AI is ushering in a new era of expedited, data-driven clinical research, experts from Research Partnership discuss how artificial intelligence could impact future decision-making, and the pharmaphorum team detail key talking points from Frontiers Health 2023.
Plus Lumanity experts discuss how to unlock key opinion leaders in the digital landscape, M3s’s Maxim Polyakov talks us through the need to evolve HCP communications, Viseven explores how to use content experience platforms in 2024, and managing director of PurpleLeaf Strategy, Daniel Kohlstaedt, details the value of simplicity in brand planning. The issue is also available as a downloadable pdf for offline reading.
• Deep Dive: Digital Health 2023 contents
Deep Dive: Patients and Partnerships 2023
Consent has long been a controversial and complex debate for pharma. While the industry has actively placed great emphasis on efforts to promote the patient voice as the heart of development efforts in recent years, the role and rights of patients in medical research have not always been so clear-cut.
In this issue of Deep Dive, we explore one of the most famous cases of patient consent as we track the life and legacy of Henrietta Lacks and the HeLa Cell line. Plus, we take a look at the evolution of active patient inclusion in trials with the National Institute for Health Research, Lumanity discusses combining patient and provider engagement strategies to optimise business and health outcomes, and we examine Pfizer’s pioneering plan to introduce individual data sharing for US clinical trial participants. The issue is also available as a downloadable pdf for offline reading.
• Deep Dive: Patients and Partnerships 2023 contents
Deep Dive: Communications and Commercialisation 2023
The battle over drug pricing reforms in the US is heading for the courtroom as multiple pharma companies file legal challenges against the controversial Inflation Reduction Act. While the government is steadfast in its position that the price negotiation provisions set out under the Act will help to revive a broken system, pharma companies claim this law threatens the future of drug development.
In this issue of Deep Dive, we delve into the body of each argument to find out how the coming legal fight may unfold. Plus, celebrating 75 years of milestones for the UK’s NHS, Lumanity’s simple framework for evaluating an omnichannel solution, and the importance of balancing access, innovation, and concerns in EU pharmaceutical reform proposals. The issue is also available as a downloadable PDF for offline reading.
• Deep Dive: Communications and Commercialisation 2023 contents
Deep Dive: Oncology 2023
Few areas in healthcare garner can unite stakeholders across industry, political leanings, and social status, quite like cancer. And with initiatives around the world ramping up collaborative efforts to combat the disease, what lies ahead for oncology?
Read on for key stories, including updates from the floor at ASCO, Daiichi Sankyo and AstraZeneca on the importance of collaboration for innovation in cancer care, Ribonexus on taking on the challenge of cancer drug resistance, Research Partnership on the burgeoning European oncology CAR-T market access space, and much more. The issue is also available as a downloadable pdf for offline reading.
• Deep Dive: Oncology 2023 contents
Deep Dive: Market Access 2023
Getting the right treatment, to the right patient, at the right time is the backbone of market access. However, amid global conflicts, supply shortages, economic instability, and regulatory changes, the reality of achieving this goal is often far more complex than it is on paper. Read on for key stories, including the road to DTx harmonisation in Europe, why HRT and menopause treatment access is making waves in the UK, how brands can address plasma shortages, and much more.
• Deep Dive: Market Access 2023 contents
Deep Dive: Research & Development 2023
While we may only be two months into 2023, amid growing pressure to justify high drug prices, address trial backlogs, manage staffing shortages, while continuing to develop lifesaving treatments for patients around the world, life sciences companies have certainly started the year off with a bang. But what does this mean for innovation in R&D? Read on for key stories, including how organ-on-a-chip technology is changing the way that drugs can be evaluated, efforts to champion diversity in clinical trials, and an inside look at key R&D trends straight from the mouths of industry leaders. The issue is also available as a downloadable pdf for offline reading.
• Deep Dive: Research & Development 2023 contents
Deep Dive: Digital Health 2022
Following an unprecedented year of surging investment interest, the digital health industry is booming. With myriad new technologies and tools hitting the market, there is no doubt that digital health is transforming the way that we deliver and receive healthcare. However, as the market begins to correct itself, where does digital health go from here?
Read on for key stories from this year’s Frontiers Health conference in Italy, unlocking the promise of patient support programmes in oncology, supercharging communications with modular content, and much more. The issue is also available as a downloadable pdf for offline reading.
• Deep Dive: Digital Health 2022 contents
Deep Dive: Patients & Partnerships 2022
The concept of patient centricity has been a key talking point across the healthcare ecosystem for years. Having recognised the tangible benefits that their unique insights and experiences can bring to the table, decision-makers are increasingly seeking new opportunities to partner with patients across a product’s lifecycle. However, fostering lasting and meaningful partnerships is not a simple task for life science companies. Read on to find out why real patient centricity is more essential than ever before, how BoI studies add valuable context to HTA submissions, the power of patient perspectives in the publication of real-world studies, and much more. The issue is also available as a downloadable pdf for offline reading.
• Deep Dive: Patients & Partnerships 2022 contents
Deep Dive: Communications & Commercialisation 2022
There is little doubt that the arrival of COVID-19 changed the game for communication and commercialisation efforts for pharmaceutical companies around the world. Cut off from tried and tested methods of engaging with stakeholders, digital and virtual solutions were thrust into the limelight as the industry proactively accelerated the adoption of technology across all levels of healthcare. Read on to find out about unlocking the potential of connected commercialisation solutions, what HCPs want from post-pandemic communication, achieving launch excellence in oncology and much more. The issue is also available as a downloadable pdf for offline reading.
• Deep Dive: Communications & Commercialisation 2022 contents
Deep Dive: Oncology 2022
Eradicating cancer is an ambitious goal for oncologists and life science companies around the world. But, with a growing number of cancer treatments entering the market each year and dedicated research efforts driving innovation in the sector, there are positive signs that the industry is on the right track. As this issue’s contributors discuss, by working together pharma companies and healthcare providers can significantly enhance oncology treatment for patients. The issue is also available as a downloadable pdf for offline reading.
• Deep Dive: Oncology 2022 contents
Deep Dive: Market Access 2022
For life science companies around the world, enabling faster access to innovative drugs and therapies is a complicated challenge. As this issue’s contributors discuss, changes in technologies and processes across the industry are disrupting traditional market access solutions and creating opportunities for companies to explore new avenues for innovation. The issue is also available as a downloadable pdf for offline reading.
• Deep Dive: Market Access contents
Deep Dive: Research and Development 2022
Fuelled by advancements in technology and computing, R&D in life sciences is undergoing a fundamental transformation that puts patients at the heart of research. Read on to find out using digital twins of clinical experiments could help drive progress in virtual biological models, why venture capitalists fell in love with pharma R&D in 2021, and why amplifying patient voices is vital in the rare disease space. The issue is also available as a downloadable pdf for offline reading.
• Deep Dive: Research and Development contents
Deep Dive: Digital Health 2021
There is no doubt that the COVID-19 pandemic has accelerated the adoption of digital health. As this issue’s contributors discuss, the rapid transition to digital has showcased the potential of technology across the industry, but how can we continue this momentum beyond the pandemic? Read on for a look at some of the biggest stories from Frontiers Health, how digital is making healthcare more patient-friendly and key ways to optimise decentralised clinical trials. The issue is also available as a downloadable pdf for offline reading.
• Deep Dive: Digital Health 2021 contents
Deep Dive: Patients and Partnerships 2021
As the world is slowly, gradually, hopefully emerges from the shadow of COVID-19 there’s a unique opportunity to re-discover what matters most to patients. In this issue there are insights from Astellas and Alnylam, plus informed commentary on health literacy, patients’ role in the healthcare conversation and we also look at R&D innovation in areas such as biomarkers and real-world data. The issue is also available as a downloadable pdf for offline reading.
• Deep Dive: Patients and Partnerships contents
Deep Dive: Communications and Commercialisation 2021
The COVID-19 pandemic kickstarted a period of profound change in how the pharmaceutical industry approaches both communications and commercialisation. In some cases it was an accelerant for existing plans, but it has also caused some new shifts in the landscape, shifts that have yet to be completed. This issue assesses European pharma’s approach to strategic communications, the future of pharma commercialisation, communications gaps with patients and, with the pandemic continuing to cast a long shadow over healthcare, how to maximise the effectiveness of HCP engagement. The issue is also available as a downloadable pdf for offline reading.
• Deep Dive: Communications and Commercialisation 2021 contents
Deep Dive: Oncology 2021
This has probably been the toughest year for oncology researchers in memory. But it’s perhaps a testament to the sector’s strength that even among these challenges, all of our speakers this issue see the huge potential for cancer research going forward. Read on for a look at highlights from ASCO, new approaches to clinical trials, and the transformative impact of digital in oncology. Plus we have a special focus on digital health start-ups and how digital companies are changing healthcare. The issue is also available as a downloadable pdf for offline reading.
• Deep Dive: Oncology 2021 contents
Deep Dive: Market Access 2021
It’s fair to say this is the most interesting time ever for market access. Not only has COVID forced companies, governments and healthcare systems to work towards approving drugs and vaccines in record times, the sector is also facing an influx of digital therapeutics and advanced drugs that don’t fit neatly into existing access frameworks. We take a look at all these intersecting topics in this issue – with experts from across the industry sharing their advice on how companies can navigate these paradigm shifts. The issue is also available as a downloadable pdf for offline reading.
• Deep Dive: Market Access 2021 contents
Deep Dive: Research and Development 2021
Pharma’s historic R&D efforts have given us some light at the end of the COVID tunnel. Now it’s time for the industry to start doing what it was unable to do at the outset of COVID-19 – planning for the future to ensure the R&D landscape can remain as strong as it is now. As we find out in this issue, achieving this will require the industry to harness agile working, digitalisation and new, collaborative infrastructures. Luckily, these are all things that pharma has already embraced during the pandemic, as we see in interviews with LEO Pharma’s new R&D lead Jörg Möller and data specialist Maria Chatzou Dunford, as well as experts from NIHR, Advanced Clinical and Bruntwood SciTech, among many others. The issue is also available as a downloadable pdf for offline reading.
• Deep Dive: Research and Development 2021 contents
Deep Dive: Patients and Partnerships 2020
As this issue’s title suggests, patient centricity is about more than just talking points and marketing strategies – it requires companies to truly listen to, engage with and partner with the people they serve, and in putting this month’s Deep Dive together it’s been great to see that so many pharma firms are now taking this to heart. Not only that, but we are seeing patient insights being considered at every stage of a product’s lifecycle, from product design to clinical trials and even post-marketing patient services. In this issue you can read expert viewpoints from across the industry on how pharma can optimise its patient engagement at all these stages. The issue is also available as a downloadable pdf for offline reading.
• Deep Dive: Patients and Partnerships 2020 contents
Deep Dive: Digital Health Innovation 2020
Most of the digital health experts we spoke to for this issue made one thing clear – no one can really say what the future holds for digital tech in the pharma and healthcare industries. But this isn’t necessarily a bad thing – our interviewees also stressed that if companies can remain adaptable and innovative, there are myriad opportunities to thrive during and after COVID-19. In this issue we hone in on some of the tech that is set to change healthcare forever – including VR, AI and digital therapeutics – and look at how pharma can best harness them. We also examine how the pandemic is affecting digital sales, patient support programmes and HCP consultations, and speak to some exciting digital start-ups that are bringing new ways of managing health into systems like the NHS. The issue is also available as a downloadable pdf for offline reading.
• Deep Dive: Digital Health Innovation 2020 contents
Deep Dive: Communications 2020
COVID-19 might have forced pharma to finally fully embrace digital comms, but that doesn’t mean the industry is good at using these platforms yet. Speaking to the various experts in this issue, one theme that came up again and again was that the techniques for successful communication on digital platforms are completely different to those we would use for traditional comms – but pharma is largely still stuck in the mindset of physical communications and in-person meetings. In this issue we hear from a variety of KOLs who are leading pharma comms into a new, digital era to get their views on how pharma can best adapt for the post-COVID world. The issue is also available as a downloadable pdf for offline reading.
• Deep Dive: Communications 2020 contents
Deep Dive: The Future of Oncology
This year’s ASCO showed us that while COVID-19 might be front and centre of everyone’s minds, the desire to see real change in cancer treatment hasn’t diminished. In this issue, Jennifer Harris from Syneos discusses the biggest takeaways from the conference with Richard Staines. We also take a look at how COVID-19 is affecting cancer trials, and what the industry can do to solve these issues. Plus we have views and analysis from several cancer experts – including contributors from GSK, Accenture, ICON and Advanced Clinical – on how they think the future of oncology will play out. The issue is also available as a downloadable pdf for offline reading.
• Deep Dive: The Future of Oncology contents
Deep Dive: Market Access
In this special issue we look at what the COVID-19 pandemic means for the industry’s market access efforts, and also give some practical tips on how companies can accelerate the digital transformation necessitated by lockdowns. But because coronavirus is a drop in the ocean compared to the countless other diseases pharma is trying to tackle, we also explore the market access challenges that will remain during and after the crisis – including access for biosimilars, how R&D processes affect reimbursement, and how pharma can work with payers to make sure as many patients as possible get access to drugs. The issue is also available as a downloadable pdf for offline reading.
• Deep Dive: Market Access contents
Deep Dive: R&D Disruption
With costs skyrocketing and return on investment plummeting, R&D arguably needs disruption more than any other area of the industry. In this issue we look at some of the most important innovations hoping to change R&D forever, from a crowdsourcing approach to scientific discoveries to using smartphone keyboards to monitor Parkinson’s disease and harnessing social media listening in rare disease drug development. The issue is also available as a downloadable pdf for offline reading.
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Deep Dive: Patient Engagement
Patient engagement has moved from a lofty goal to a tangible part of most pharma businesses – but there are still untapped areas for the industry. This issue looks at how patient engagement can improve trial recruitment and HTA processes, identify real unmet needs and make patient events truly meaningful. We also have exclusive interviews with Astellas’ new head of patient centricity Anthony Yanni and Sandoz’s head of digital Andre Heeg, and look at how patient adoption of digital solutions can be optimised. The issue is also available as a downloadable pdf for offline reading.
• Deep Dive: Patient Engagement contents
Deep Dive: Digital Health 2019
This issue focuses on the most important trends in digital health in pharma. We have insights from several experts on AI in life sciences, including Aktana’s Matthew Van Wingerden and Pini Ben-Or, IBM Watson’s Christina Busmalis, and our very own Richard Staines. Elsewhere, we learn about best practice in performance marketing and SEO from performance.io’s Matt Lowe, and we have exclusive interviews with Roche Diabetes Care’s Michael Goetzl and Almirall’s Francescsa Wuttke about how their companies are embracing digital. The issue is also available as a downloadable pdf for offline reading.
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Deep Dive: Sales and Marketing Innovation
In this issue of Deep Dive we look at how sales & marketing teams are adapting to a world increasingly saturated by innovation, and how they can harness innovations for themselves to optimise their impact on pharma, customers and patients. Featuring views and analysis from Aurora, Syneos Health, IQVIA’s Sarah Rickwood and Professor Brian D Smith. Plus exclusive interviews with Havas Health & You’s David Hunt and Healthware’s Roberto Ascione. In addition to the online version, this issue is also available as a downloadable pdf to read offline.
• Deep Dive: Sales and Marketing Innovation contents
Deep Dive: Oncology and ASCO 2019
In this issue of Deep Dive we look at the most important trends in modern oncology, starting with an analysis of this year’s ASCO conference featuring thought leaders from Kantar. Meanwhile, experts from ICON, Cytel, Research Partnership, and Pharmerit give their views on how to tackle the biggest challenges in this dynamic disease area. Elsewhere, we have exclusive interviews with Astellas US president Percival Barretto-Ko, Impetus Digital’s Natalie Yeadon, and Tag’s Robb DeFilippis.
• Deep Dive: Oncology and ASCO 2019 contents
Deep Dive: Access and Commercialisation
In this issue of Deep Dive we explore the ever present issues of market access and commercialisation, analysing recent changes to market access in China, England and the US and asking how pharma can work with healthcare systems to ensure patients get the medicines they need. Plus there’s a focus on new ways the industry can harness digital innovation. Read on for expert views from Research Partnership, ICON, Impetus Digital and IDEA Pharma, as well as interviews with Sandoz’s Andre Heeg, LEO Innovation Lab’s John Zibert and Janssen’s Kris Sterkens.
• Deep Dive: Access and Commercialisation contents
Deep Dive: R&D Innovation
In this issue of Deep Dive Magazine we look at innovation in R&D, asking how pharma can change up the development model with new strategies and technologies to cut waste and ensure the best medicines get to the patients that can benefit from them. Plus, we have a special focus on rare disease patients and how to best meet their needs. There’s expert input from IDEA Pharma, Havas Lynx Faze, Johnson & Johnson, AstraZeneca, Alexion and Spire Health, as well as rare disease advocates Seth Rotberg and Ana Velosa.
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Deep Dive: Disruptive Technologies
In the first issue of Deep Dive for 2019, we look at disruptive technologies in pharma, how they're changing medicine, research and development, and healthcare, and how the pharmaceutical industry is responding to these momentous shifts. There's expert input from Pfizer, Johnson & Johnson, AstraZeneca, Bayer, Sandoz and a host of other digital health movers and shakers, plus thought-leadership from Evidera, Syneos Health and the Digital Therapeutics Alliance (DTA).
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Deep Dive: Digital Health Innovation
This bespoke edition of pharmaphorum’s regular Deep Dive digital magazine was produced in partnership with Healthware International and Frontiers Health. It investigates the digital health ecosystem with input from investors, start-up founders, pharma executives and many more to look at the convergence of digital and traditional medicine, the pace of healthcare technology adoption and the transformation of patient outcomes.
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Deep Dive: Oncology special - reflections on ASCO
Highlights from our Oncology special include an interview with Merck & Co’s Roy Baynes on Keytruda, plus further insights from ASCO 2018 into CAR-T cell therapies, reviews of the latest prostate and breast cancer research and how digital technology could help diagnosis. We also hear from Witty Health on blockchain technology and from Oncolytics Biotech's Matt Coffey about the oncolytic virus renaissance. Plus, health economist Leela Barham reviews the latest ways to assess the worth of new cancer drugs.
• Read Deep Dive: Oncology special - reflections on ASCO in full
Deep Dive: Future Pharma
This Future Pharma issue brings forth evidence of what the likely future is for our industry, what this means for healthcare and how pharma can best navigate the sea of change ahead to ensure a successful and sustainable future. Chris Molloy of the Medicines Discovery Catapult explains why the future of medical innovation lies with the industry’s SMEs, Karen Taylor of Deloitte offers six predictions for the course of our industry and there’s a look at how nanotechnology is now advancing medicine.
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Deep Dive: Patient Centricity
The phrase ‘patient centricity’ has been a buzzword for some time in the industry, but how many pharmaceutical companies are merely paying it lip service? Are there firms that truly understand and have taken steps to reorganise their approach, internally and externally? Though patient organisations and charities may feel pharma has a long way to go, this edition of Deep Dive features many examples where companies have listened and partnerships have resulted in improvements to patients’ lives – and the bottom line.
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