The key to strengthening engagement with HCPs

In our cover story this month, Danny Buckland looks at why strengthening engagement with HCPs needs to be done with deep understanding rather than digital overload.

As Danny says: ‘Pity the HCP who now faces a clamouring queue of suitors made louder by digital strategies that should make engagement easier, but often hit like a hard-sell hailstorm. It is little wonder that most are restricting pharma team access or retreating from meetings, either face-to-face or digitally.’ Read more on page 28.

In the article from J&J’s Amy Grey and Nina Pinwill, the authors explain “why industry needs to engage earlier, explain value more clearly, understand service pressures and take shared responsibility for implementation”.

They say: “The UK has the science, policy ambition and institutions to become a global life sciences leader [but to them] this moment feels different. Together, they explain why health is an investment, how innovation can support NHS reform and what practical action is needed to deliver its full value today.” Find out more on page 16.

In the article on page 20, Professor Jacob George, Chief Medical and Scientific Officer at the MHRA looks at the “regulatory challenges of cell and gene therapies that are often developed for very small numbers of patients, and why rules that work for everyday medicines don’t always work for rare or severe diseases”.

The article from Ramji Vasudevan focused on why pharma needs humans at the helm of AI. As Ramji says: ‘In a sector where a governance failure can cost lives as well as regulatory approval, ‘a human in the loop’ can no longer be viewed as a safety net. In many pharmaceutical businesses, it creates the appearance of oversight without the reality of accountability.’

Our November issue will look at rare disease clinical trials – achieving true inclusion across age, gender and disease. If you would like to make your voice heard on this topic, please get in touch at sales@pmlive.com

I hope you enjoy this issue!

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