Pharmaceutical Market Europe • March 2022 • 5
CONTENTS
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