5 - Contents

6-7 NEWS
BMS gains FDA approval for second
Opdivo combination; Merck’s appeal to restore hepatitis C patent verdict against Gilead fails

8-11 CORONAVIRUS NEWS
J&J’s COVID-19 vaccine 66% effective;
UK trial of Novavax COVID-19 vaccine

12 DARWIN'S MEDICINE
Pfizer's basic instincts – business model evolution can’t defy strategic gravity

13 POLICY AND PUBLIC HEALTH
Pandemics for dummies – the mistakes are plentiful, but one stands out as most egregious

14 DON'T HESITATE, VACCINATE!
Trust in all information sources is at a record low, with trust in governments also lower

24 RESEARCH NEWS
Manchester Science Park redevelopment project; Rosalind Franklin Institute completed

15 A CULTURAL SHIFT IN
CLINICAL RESEARCH
Research organisations across the board are experimenting with new technologies

16-17 RARE GENETIC DISEASE -
WHAT'S IN STORE FOR 2021?
Why personalised medicine based on our own genes is the future of healthcare

18-19 AI AND ACCELERATED
COMPUTING
Unlocking a new, AI-accelerated era of discovery and medicine – the AI trends set to dominate healthcare in 2021

20-21 THE PROMISE OF
PRECISION MEDICINE
More accurate diagnoses and treatments
are set to revolutionise patient care

22-23 REACHING PATIENTS AND HCPs
How some pharma companies avoided costly delays by quickly pivoting to digital channels

26-28 THE REMOTE WORKING
REVOLUTION
The pandemic has changed the working day – but is this at the expense of corporate culture?

30-32 BACK TO THE FUTURE
Five years ago, an influential book used
Darwin’s ideas to predict the future of the
industry – how did that work out?

33-35 CUSTOMER ENGAGEMENT
Building meaningful customer engagement
through data-driven digital insights

36-37 COMPETITIVE INTELLIGENCE
The advantages of partnering with a competitive intelligence or knowledge management team

41 HEALTHCARE COMMS
Ashfield Health announces major rebrand; Fishawack Health adds The Hive Health Group to its network

42 PEOPLE
Q&A with Emily Spilko

February 2021