Pharmaceutical Market Europe • January 2021 • 5
CONTENTS
NEWS & COLUMNS
6-7 NEWS
Boehringer acquires NBE-Therapeutics; EU authorises Aimmune’s peanut allergy treatment
8-11 CORONAVIRUS NEWS
First dose of AstraZeneca vaccin given to UK patient; EU authorises Pfizer/BioNTech COVID-19 vaccine
12 DARWIN'S MEDICINE
Relics from the past – terms that were once perfectly descriptive now only serve to tell us how the world has changed
13 POLICY AND PUBLIC HEALTH
Why healthcare and science should be recognised in pop culture awards
14 A HAPPIER NEW YEAR?
Communicators need to remind us all why the pharmaceutical sector is so important
15 LAUNCH LEADERS' BLOG
How can launch leaders innovate?
FEATURES
16-17 ASTRAZENECA'S FOCUS ON CHRONIC KIDNEY DISEASE
People with chronic disease need new and approved approaches to diagnosis and care
18-19 SOURCING R&D INNOVATION
Why pharma companies need to evolve their business models
22-23 THE SEARCH FOR EFFECTIVE DRUG TREATMENTS FOR COVID-19
PME talks to Gilead Sciences' Julian Cole
24-25 THE PANDEMIC PREPAREDNESS PARADOX
We need to improve our ability to react to pandemics
26-27 EU EMERGENCY HEALTH FUND
Experts propose an Emergency Health Financing Facility to limit the impact of future crises on the EU
28-30 TRANSFORMING CLINICAL TRIAL DATA
Considering the future of the trial master file
COMMUNIQUE
MARKETING & COMMS
32-24 MARKETING ACCESS STRATEGY
Mapping at launch: it's time to update the satnav
36-37 CONNECTING WITH HCPS
Creativity is a key ingredient for success as we work our way through the pandemic – Chris Ross explores the value of creativity and how to realise it
38-39 ACHIEVING AN AGILE SUPPLY CHAIN
Supply chain resilience has never been more important as the huge increase in demand puts further strain on manufacturers
40-41 MEDICINAL DATA
Data standards will become ever more
important to accelerate speed to market
for vaccines and drugs for Covid-19
45 HEALTHCARE COMMS
Aurora celebrates 15 years since official launch; Big Brand Ideas launches new division BBI Health
46 PEOPLE
Q&A with Louise Sharp
CAREERS & RECRUITMENT
42-44 APPOINTMENTS
Changes at CPI, Gilead and Novavax
47 PHARMA MARKETING JOBS
Jobs in pharma marketing, sales and communications