Pharmaceutical Market Europe • March 2022 • 5

CONTENTS

March 2022

NEWS & COLUMNS


6-7 NEWS
Biogen’s Vumerity approved by SMC for MS; NICE recommends AZ’s Forxiga for CKD

8 NEWS
EMA announces DARWIN EU Coordination Centre

10-11 CORONAVIRUS NEWS
Celltrion applies for inhaled COVID-19 antibody treatment; the World Health Organization analyses the omicron subvariant

12 DARWIN'S MEDICINE
Fantasy seminar: Brian Smith discuses the latest trends in pharma R&D with a Victorian gentleman

13 POLICY AND PUBLIC HEALTH
Is COVID-19 over? Of course, it really isn't - but in some ways it feels like it is

14 WHICH PATIENT?
Delivering change to healthcare access and outcomes

15 PHARMA MARKETERS' BLOG
Creating life cycle strategies for future success

FEATURES


16-17 COMBINATION TREATMENTS
Takeda's Tanja Podkonjak looks at the challenges facing combination treatments and how they can be solved

18-19 COVID-19 VACCINES, TREATMENTS AND TESTS
The MHRA's Nicola Rose talks about how biological reference materials played a key role in the global response to the COVID-19 pandemic

20-22 THE FDA REVIEW PROCESS
Why statisticians are so valuable to the sponsor as submissions moves through the FDA's regulatory process


42 RESEARCH NEWS
The Innovation Gateway opens at The London Cancer Hub

COMMUNIQUE
MARKETING & COMMS


24-26 THE CUSTOMER EXPERIENCE
What do patients and HCPs think of their interactions with pharmaceutical companies?

28-29 UNLEASHING THE FULL POWER OF MEDICAL AFFAIRS
Bridging the gap between pharma and HCPs

32-33 NAVIGATING THE MAZE OF MODERN MEDICAL AFFAIRS
Producing accurate and reliable data-driven insights

34-35 THE EXPERTS WITHIN
The strategic impact of medical affairs

36-37 STRATEGIC CULTURES
How organisational culture can define your strategy

41 HEALTHCARE COMMS
AXON reveals new brand identity; I Will Always Be Me – a unique insight into motor neurone disease

CAREERS & RECRUITMENT


38-40 APPOINTMENTS
Changes at MSD, Takeda and Eli Lilly

43 PHARMA MARKETING JOBS
Jobs in pharma marketing, sales and communications