5 Contents

6-7 NEWS
Pfizer gets FDA approval for bladder cancer treatment; Novartis receives approval from FDA for SMA treatment

8-9 NEWS
UK and US agree on landmark pharma pricing tariff deal; FDA’s drug evaluation chief to leave role unexpectedly

10 DARWIN'S MEDICINE
Leaders need to control their team’s thermostat

11 THE SOCIAL MEDIA IMPERATIVE
Burying our heads in the sand isn’t an option

12 2030-READY MARKETING CAPABILITIES
Sustaining established capabilities while evolving

13 PERSONALISED HEALTHCARE
Shaping pharma’s role and reputation over the next five years

14-17 MARTIN DANIELSON THERMO FISHER SCIENTIFIC
PMGroup spoke to Martin Danielson, VP Global Marketing, ImmunoDiagnostics at Thermo Fisher Scientific about allergy and autoimmune diseases, and the importance of accurate scientific testing

18-19 GLOBAL BREAST CANCER REPORT
The ABC Global Alliance has launched the Advanced Breast Cancer (ABC) Global Decade Report 2015-2025. It reveals a decade of remarkable scientific progress that has transformed ABC care for some patients in some countries, while many others around the world have yet to benefit

22-23 PROSTATE CANCER – NEXT-GENERATION DIAGNOSTICS
Prostate cancer remains one of the most prevalent malignancies affecting men worldwide. In the UK, prostate cancer is the most common cancer among men, with more than 63,000 men diagnosed every year

26-31 PMEA 2025: A CELEBRATION OF EXCELLENCE IN PHARMACEUTICAL MARKETING
PMEA returned for its 25th year to recognise excellence within pharmaceutical marketing, with the event held at the Sheraton Grand in London. The PMEA programme rewards work that delivers clearly identifiable benefits and improved outcomes for patients, as well as societal value, in global, regional and local markets and this year’s Awards included 20 categories

34-35 MARKET READINESS – WHY NEW PRODUCTS OFTEN FACE MULTIPLE OBSTACLES
New healthcare products often face challenges in gaining market acceptance, especially if they combine multiple types, like drugs, devices, diagnostics or digital tools. The most innovative products may face the biggest hurdles because there are no existing examples to guide their market entry. The readiness of a healthcare product for adoption can be evaluated using four key categories

December 2025