Pharmaceutical Market Europe • April 2025 • 5
CONTENTS
April 2025
NEWS & COLUMNS
6-7 NEWS
Roche and Zealand agree on $5.3bn obesity deal; BMS’ Breyanzi granted EC approval
8-9 NEWS
Pfizer/Arvinas’ phase 3 results for vepdegestrant; UK government to abolish NHS England
10-11 DERMATOLOGY NEWS
Novartis agrees deal with Kyorin for urticaria drug; Amgen/Kyowa’s rocatinlimab shows promise
12 DARWIN'S MEDICINE
The surprising coaching lesson from Russian literature
13 DIVERSITY AND INCLUSION
Diversity comes in many forms and enhances an organisation in many ways
14 INNOVATIVE IMPACT
Mastering pharma capability development cogs
15 HEALTH MISINFORMATION
False health narratives can erode trust, endanger lives and undermine medical progress
FEATURES
16-18 THE IMPACT OF MULTIPLE SCLEROSIS ON AGEING PATIENTS
As the population of individuals living with multiple sclerosis around the world continues to age, clinicians are faced with evolving and often complex challenges in managing these patients. What considerations should physicians keep in mind when treating this patient population?
19-21 TACKLING THE ANTIBIOTIC RESISTANCE CRISIS
With deaths from AMR having increased by over 80% among adults aged 70 and older between 1990 and 2021, and an estimated 4.71 million deaths associated with bacterial AMR in 2021, AMR remains a global crisis
22-23 MEDICAL REMOTE MONITORING: A REVOLUTION DRIVEN BY CONNECTED PATCHES
Connected patches can be used to monitor vital patient parameters in real time, including heart rate, oxygen saturation, blood glucose or respiration
COMMUNIQUE
MARKETING & COMMS
26-28 HOW HCPS AND
PATIENTS ARE PARTNERING
TO TRANSFORM CARE
Equipping patients, carers and loved ones with the tools and understanding to make the choices that are right for them through shared decision-making
30-32 CLIENT/AGENCY PARTNERSHIPS
The first step in the partnership is selecting the right agency and there are four key questions to ask about core assumptions, values, capabilities and methods for problem solving
33-35 THE AI REVOLUTION IN
HEALTHCARE – UNLOCKING A NEW ERA OF MEDICAL INNOVATION
AI is fundamentally transforming healthcare, unlocking medical breakthroughs that were previously unimaginable. While regulatory challenges exist, they are not obstacles but enablers, ensuring AI-driven solutions are safe, transparent and trusted
CAREERS & RECRUITMENT
36-38 APPOINTMENTS
Changes at the MHRA, Aurion and Novavax
39 PHARMA MARKETING JOBS
Visit our new website for all
your recruiting needs!
Pharmaceutical Market Europe (PME)
Pharmaceutical industry news, articles, jobs, reports, advice and services