Pharmaceutical Market Europe • December 2024 • 5
CONTENTS
December 2024
NEWS & COLUMNS
6-7 NEWS
Merck and LaNova in $3.2bn deal; AbbVie to acquire Aliada for $1.4bn
8-9 NEWS
UCB's results for Alzheimer’s candidate; J&J’s Balversa approved by MHRA for bladder cancer
10-11 DERMATOLOGY NEWS
FDA approves Journey Medical’s Emrosi; LEO’s Anzupgo approved by MHRA
12 DARWIN'S MEDICINE
You get what you like, not what you need
13 THE ROLE OF CAREGIVERS
Caregivers often play an integral role during interactions with medical professionals
14 INNOVATIVE IMPACT
Shaping tomorrow with strategic foresight in early commercialisation
15 PRO BONO WORK IN PHARMA
Making a difference beyond the bottom line
FEATURES
16-18 TACKLING THE GROWING BURDEN OF CHRONIC OBSTRUCTIVE PULMONARY DISEASE IN THE UK
Iona Everson from PMGroup spoke to John Forni, Country Medical Director at Sanofi UK & Ireland, about the escalating challenges of treating chronic obstructive pulmonary disease (COPD) in the UK and how the government, NHS and industry can work together to tackle this
20-21 TAKING THE CAMPAIGN
AGAINST CANCER INTO THE CLOUD
Technology’s ability to accelerate the pace of innovation while reducing the cost is changing the dynamic of the struggle against cancer in myriad ways
24-26 LAUNCHING A NOVEL
DRUG TREATMENT IN JAPAN
As the world’s third largest pharmaceutical market, Japan accounted for approximately 6% of the $1.5tn in global pharmaceutical sales in 2022. However, the path to market access in Japan is complex and is about more than just pricing and reimbursement
COMMUNIQUE
MARKETING & COMMS
30-35 PMEA 2024:
A CELEBRATION OF EXCELLENCE
IN PHARMACEUTICAL MARKETING
The PMEA programme rewards work that delivers clearly identifiable benefits for patients in global, regional and local markets. This year’s Awards, held at the Sheraton Grand in London, included 17 categories
38-40 THE NEED FOR A HUMAN
TOUCH IN AN AI WORLD
AI is shooting for the moon and the stars but the real benefits come from anchoring it to the human voice
41-43 BRAND STRATEGY –
REVIEWING WHAT YOU’VE LEARNT
Presenting your brand strategy for review by your most senior colleagues is a big deal, both professionally and personally. Preparing good answers to the investable challenges is important to both your brand team and to your own career. This series of four articles helps you answer the four most important of them
CAREERS & RECRUITMENT
44-46 APPOINTMENTS
Changes at Pfizer, Novartis and the EMA
36 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