A creative awakening

In our cover article this month, Danny Buckland looks at how pharma is bringing innovation to the patient journey. As he explains, the creativity that fires through a drug’s scientific phases – where structures are decoded and disease modifiers disguised with exquisite precision – should not end at proof of concept. The call is growing for creativity to be a core characteristic of every aspect of a drug’s journey.

Danny continues by saying that having funky ideas and colourful imagery is not enough, and how recent cognitive neuroscience insights are shining a fascinating light on how creativity can be applied across the pharmaceutical sector. Read more on page 30.

Also in this month’s issue, on page 16 we have an article from Takeda’s Peter Schnack, where he talks about the role of digital and data in pharma and how data is poised for its most propulsive role yet.

We also have an article that looks at redefining how pharma looks at rare diseases – why changing the standard of care for rare diseases involves changing the standard of diagnosis. According to Global Genes, it takes an average of 7.3 years for a person with a rare disease to get accurately diagnosed after seeing seven or more clinicians. Imagine if the second clinician was one who championed genetic testing as an early way to rule a rare disease in or out. Read more on page 22.

Looking ahead, our July/August issue will look at the impact of COVID-19 on communications excellence. With the onset of the pandemic, the needs and expectations of healthcare professionals shifted and the need for agility and innovation in communication increased. The article will explore the importance of analysing the target audience, creating clear, simple messaging and offering the right channel selection.

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I hope you enjoy this issue!

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