Pharmaceutical Market Europe • July/August 2025 • 5

CONTENTS

July/August 2025

NEWS & COLUMNS


6-7 NEWS
AstraZeneca and CSPC in AI deal worth $5.3bn; Roche’s Evrysdi approved by EC for SMA

8-9 NEWS
Eli Lilly’s once-weekly insulin shows promise; FDA unveils priority review programme

10-11 DERMATOLOGY NEWS
Boehringer’s Spevigo recommended by NICE; UCB’s Bimzelx shows lasting efficacy in PsA

12 DARWIN'S MEDICINE
Motivating low-performance teams

13 TRUST AND TRENDS
We must tailor our messaging rationally and emotionally

14 INNOVATIVE IMPACT
Pharma's most underrated capability

15 EMPATHY IS NOT A SOFT SKILL
It needs to be a strategic anchor

FEATURES


16-17 CELEBRATING THE CANNES LIONS INTERNATIONAL FESTIVAL OF CREATIVITY
Cannes’ most forward-looking conversations weren’t about pharma – but pharma should have been listening. Why brands need to move beyond standard product promotion and toward the curation of memorable interactions

20-21 IMPROVING TRANSPARENCY AND TRACEABILITY WITHIN THE SUPPLY CHAIN’S FIRST MILE
Full supply chain visibility can help manufacturers respond more efficiently to supply and demand changes – how manufacturers can implement processes to help improve this critical part of the supply chain

22-23 ARE BOTANICAL DRUGS PART OF THE FUTURE OF MEDICINE?
Botanical drugs are stepping into the space between traditional remedies and modern pharmaceuticals

COMMUNIQUE
MARKETING & COMMS


24-30 COMMUNIQUÉ 2025: CELEBRATING EXCELLENCE IN HEALTHCARE COMMUNICATIONS
This year’s Awards, held at the Grosvenor House Hotel in London on 3 July, included 30 categories

34-36 PATIENT ENGAGEMENT – A JOURNEY OF HEALTH ACTIVATION
Listening to patients and HCPs helps strike the right notes to deliver harmony across engagement and activation

39-41 THE DELICATE BALANCING ACT OF INCORPORATING TECHNOLOGY INTO HEALTHCARE
Overcoming the hurdles of digital transformation to enhance HCP workflows and improve patient care

45 HEALTHCARE COMMS
Bedrock unveils new brand identity to reflect agency evolution; Emotive moves London office to HealthTech hub

CAREERS & RECRUITMENT


42-44 APPOINTMENTS
Each month, we bring you the latest news on job changes in the pharma sector. This month, we are highlighting changes at Alnylam, Galderma and Cancer Research UK

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