Pharmaceutical Market Europe • September 2025 • 5

CONTENTS

September 2025

NEWS & COLUMNS


6-7 NEWS
Merck to acquire Verona for around $10bn; Sanofi in $1.6bn Vicebio deal.

8-9 NEWS
AstraZeneca pledges $50bn US investment; Biogen to invest $2bn in US manufacturing

10-11 DERMATOLOGY NEWS
LEO’s Anzupgo approved by FDA; AbbVie shares phase 3 results for alopecia areata

12 DARWIN'S MEDICINE
The Rashomon Effect – understanding why your cross-functional team gets cross

13 SPEAK UP TO STEP FORWARD
Are we truly listening to the employee voice?

14 POSITIONING WITH PURPOSE
Done well, positioning provides focus, prioritisation and alignment

15 INNOVATION AND IMPACT
Communiqué Awards 2025: showcasing innovation with purpose and enduring impact

FEATURES


16-17 THE IMPACT OF US TARIFFS ON HEALTHCARE AND LIFE SCIENCES MULTINATIONALS
Ensuring business continuity across clinical, operational and commercial stages as US pharma companies look to increase the price of certain medications in the UK and the EU by as much as over 150% within Q4 2025

20-21 TRANSFORMING PHARMA: THE POWER OF DIGITAL AND AI ENGINEERING
Beyond flashy headlines about drug discovery lie less glamorous but highly effective AI applications, with the ability to transform patient engagement through customised treatment plans tailored to specific conditions and needs

22-23 PRE-COMMERCIAL TO LAUNCH-READY: FOUR STEPS TO SHARPEN STRATEGY, EXECUTION AND IMPACT
Standing out requires more than just having a strong product, it demands strategic clarity and operational agility

COMMUNIQUE
MARKETING & COMMS


26-27 WILL DATA AND AI PROVE TO BE THE GAME-CHANGER THAT TRANSFORMS LAUNCH EXCELLENCE?
Investing in data analytics and AI tools can lead to smarter clinical trials and faster, more informed decisions

30-32 DRIVING LAUNCH EXCELLENCE WITH AGILE TRANSFORMATION
Examining the key risks and opportunities that biopharma asset teams should prioritise during R&D and launch as the systematic adoption of AI and data science across all functions in biopharma accelerates the need for agile transformation

33-35 SETTING THE DIRECTION – HOW EXEMPLARY BRAND TEAMS BRIEF THEIR AGENCY PARTNERS
The three things that separate ordinary agency briefs from great ones

CAREERS & RECRUITMENT


36-38 APPOINTMENTS
Each month, we bring you the latest news on job changes in the pharma sector. This month, we are highlighting change at Bristol Myers Squibb, Novo Nordisk and Novartis