Pharmaceutical Market Europe • January 2025 • 5
CONTENTS
NEWS & COLUMNS
6-7 NEWS
Novartis and PTC in $2.9bn Huntington’s deal; AstraZeneca’s Tagrisso approved by EC
8-9 NEWS
AbbVie’s Parkinson’s drug shows promise in phase 3 trial; Eli Lilly announces $3bn US expansion
10-11 DERMATOLOGY NEWS
FDA approves Organon’s Vtama; J&J expands atopic dermatitis pipeline with Kaken deal
12 DARWIN'S MEDICINE
Good strategists are good for other things too
13 BACK TO WORK
Supporting individuals when they return to work after an extended absence
14 INNOVATIVE IMPACT
Shaping the future of pharma with human-centric transformation techniques
15 THE POWER OF COLLABORATION
How partnerships in the pharma industry have become a cornerstone of progress
FEATURES
16-18 THE POWER OF PURPOSE
Iona Everson from PMGroup speaks to Amar Urhekar, CEO of Avalere Health, about his professional journey within healthcare marketing and his commitment to building unconventional solutions that reach patients where they are
19-21 CREATING AND SUSTAINING UNIVERSITY BIOTECH SPIN-OUTS
Part 1: Driving the future economy
22-23 THE SILENT TREATMENT – RESEARCHING GENE SILENCING FOR ALZHEIMER’S, PARKINSON’S AND MOTOR NEURONE DISEASE
The science behind gene-silencing technology and the barriers and challenges faced by drug developers
24-26 INSIGHTS FROM ASH 2024
With a menu featuring everything from cutting-edge science to DEI and diet, ASH 2024 certainly offered congress attendees food for thought
COMMUNIQUE
MARKETING & COMMS
28-29 THE AI TIPPING POINT IN PHARMA MARKETING: BALANCING
TECHNOLOGY AND TRUST
Taking a closer look at the opportunities and challenges AI offers pharma marketers
30-32 GENAI AND HEALTHCARE –
POTENTIAL THAT GOES BEYOND
ESTABLISHED TECHNOLOGIES
With intuitive interfaces, the ability to handle vast and complex unstructured data and impressive versatility, GenAI is gaining traction
33-35 OPTIMISING BUSINESS PARTNERSHIPS FOR SUCCESS AND SUSTAINABILITY
Building trust between all stakeholders to enhance business relationships and improve outcomes
39 HEALTHCARE COMMS
Havas Health launches Havas Life Bangkok to expand APAC footprint; Avalere Health joins Bruntwood SciTech’s Circle Square