Pharmaceutical Market Europe • June 2023 • 3
COMMENT
Powering creativity
In Danny Buckland’s article this month, he looks at powering creativity to work in harmony with science and data, and why companies need creativity at the heart of their output – with social media and new channels presenting new horizons and challenges.
As Danny says: “For healthcare marketing and communication, creativity is the power drill. It has capabilities that can do all the things that shape campaigns and engagements, not just by making them attractive, but by delivering compelling messages with clarity and effect.
“Creativity is not an easy-on-the-eye catwalk of concepts; it acts as a glue that bonds pharma organisations, healthcare professionals, healthcare systems and patients. Far from abstract, it is a fully-functional tool. And it has never been more important.” Read more on page 26.
In our article by Rebekah Martin, SVP of Reward, Inclusion & Talent Acquisition at AstraZeneca, she talks about the importance of driving conscious inclusion within organisations, and why cultivating inclusive behaviours within the workforce takes ongoing and deliberate effort. Read more on page 18.
In our article by Bertalan Meskó, director of the Medical Futurist Institute, he looks at one of today’s most talked about topics: AI – the next paradigm shift in healthcare, and how the major trends shaping healthcare today have all been made possible by effective use of new technologies and digital tools. Read more on page 22.
Looking ahead, our July/August issue will focus on achieving comms excellence. If you would like to make your voice heard on this topic, please get in touch at sales@pmlive.com
In our next issue, we will also be revealing all the results from the exciting Communiqué Awards that are taking place in London on 6 July.
If you would like to make your voice heard on this topic, please get in touch at sales@pmlive.com
I hope you enjoy this issue!
Iona Everson
Group Managing Editor
Keep up to date with the latest developments in the UK and global healthcare marketplace – sign up to daily or weekly news alerts and fortnightly or monthly bulletins on specific topics at www.pmlive.com/register
THE TEAM
Editorial:
Group Managing Editor
Iona Everson
Journalist/editorial assistant
Emily Kimber
Studio:
Executive Director
Karl Equi
Sales:
Business Director
Tara Lovegrove
EDITORIAL ADVISORY BOARD
Philip Atkinson
Founder of Hive-Logic, Lifescience Transformation
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
Paul Pay
Chief business development officer, Norgine
Mark Rothera
Chief executive officer, Orchard Therapeutics
Ian Talmage
Senior vice president, global marketing, general medicine, Bayer Pharmaceuticals
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