Pharmaceutical Market Europe • September 2021 • 5

CONTENTS

September 2021

NEWS & COLUMNS


6-7 NEWS
Pfizer to acquire Trillium; Lilly enters agreement with Lycia

8-9 NEWS
Lilly restructures in preparation
for Alzheimer’s drug launch; Biogen/Eisai
push for second approval in Alzheimer’s disease


10-11 CORONAVIRUS NEWS
Pfizer/BioNTech file for FDA
approval for COVID-19 booster jab; Protection against COVID-19 reduces over time


12 DARWIN'S MEDICINE
Pawley's peepholes – if we look carefully, we can see into the future

13 POLICY AND PUBLIC HEALTH
What's in a name – Delta, ironically, is the mathematical symbol for change

14 DE&I – TOGETHER FOR BETTER
Diversity, equity and inclusion is much more than just about racial background

FEATURES


16-17 A GROUNDBREAKING YEAR FOR PHARMACEUTICAL R&D
A recent research report from the IQVIA Institute for Human Data Science puts the spotlight on industry activity and implications for pharma R&D in 2020

18-19 THE ETHICAL CHALLENGES OF PRECISION MEDICINE 
Precision medicine has the potential to transform healthcare but the field is not without its challenges – particularly when it comes to ethics

20-21 ANTIMICROBIAL RESISTANCE: THE SILENT PANDEMIC
 As many countries begin to set their eyes on the end of the COVID-19 pandemic, the time to reform existing approaches to the global AMR crisis is now

22-29 COMMUNIQUÉ AWARDS 2021
Celebrating the hard work and dedication of healthcare comms agencies, charities and healthcare communicators

COMMUNIQUE
MARKETING & COMMS


32-34 BEHAVIOUR CHANGE THEORY
Behaviour change through teamwork – collaborating with stakeholders from across the health ecosystem

40-42 UNTANGLING HUMAN BEHAVIOUR
Driving better patient outcomes through clear, achievable practical steps

44-45 PHARMA INNOVATION
The role of smart packaging design in
the success of pharma innovation

47-49 COMMUNICATIONS EXCELLENCE
Part 2 of mastering the art of connecting remotely during a pandemic

53 HEALTHCARE COMMS
Cogent joins AMICULUM, Wedgewood Communications joins imc group

54 PEOPLE
Q&A with Aycan Hassan-Walker

CAREERS & RECRUITMENT


50-52 APPOINTMENTS
Changes at Lilly, NHS England, Genomics England

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