5 - Contents

6-7 NEWS
Roche buys GenMark for $1.8bn; BMS and bluebird bio gain FDA approval for multiple myeloma therapy

8-11 CORONAVIRUS NEWS
EMA confirms safety of AZ/Oxford's vaccine; Novavax vaccine found effective against UK variant

12 DARWIN'S MEDICINE
In sickness and in health – if prevention is better than cure, we will need to help it along

13 POLICY AND PUBLIC HEALTH
Troubling variants of COVID-19 that are more transmissible have compounded the problem

14 CREATING COMMUNICATION
MAGIC, WITHOUT TRICKS
Bringing the audience along on the journey as a willing and cognisant partner

15 PHARMA MARKETERS' BLOG
How to be a patient-centric pharma marketer – putting patients first

16-17 ITALY'S DIGITAL THERAPEUTICS
2020 was a game-changer for digital therapeutics and digital health in general, and Italy is taking action to reinforce the
implementation of digital therapeutics nationwide

18-19 EMPOWERING PATIENTS
EMPOWERS RESULTS
Traditional trial models and practices are no longer sustainable – patient-centricity is key when it comes to creating a more flexible, efficient and modern process for clinical trials

20-21 EU CROSS-BORDER HEALTHCARE
Patients whose very survival depends on therapies that are not available in every European country face a flurry of challenges to access the treatment that will hopefully change their lives forever

22-23 THE IMPORTANCE OF
FEMALE MENTORSHIP IN PHARMA
Mentoring is a powerful force that can make a difference in the workplace, especially in the relatively small field of pharma

26-28 VIRTUAL CONGRESSES:
VIDEO THRILLED THE CARDIO TSAR
A recent study of HCPs’ experiences of virtual congresses revealed that, despite the convenience of remote models, HCPs are actually more time restricted in a virtual world

34-36 WHAT IS A STRATEGY EXPERT?
A strategy expert is someone whose competence in allocating substantial resources enables the achievement of large goals in situations where a competent practitioner would fail

37 BUILDING A CORPORATE BRAND
The COVID-19 pandemic has heightened people's awareness of healthcare and consumer expectaions of companies have changed

41 HEALTHCARE COMMS
Create Health announces relaunch; Spink merges with emotive

42 PEOPLE
Q&A with Amar Urhekar

April 2021