{"id":5614,"date":"2015-04-01T00:00:00","date_gmt":"2015-04-01T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/index.php\/2015\/04\/01\/pmnissuev1403apr2015archive\/"},"modified":"2019-02-18T20:38:43","modified_gmt":"2019-02-18T20:38:43","slug":"pmnissuev1403apr2015archive","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmnissuev1403apr2015archive\/","title":{"rendered":"Pharma Marketing News Vol. 14, No. 3: April 2015"},"content":{"rendered":"\n<p>   <b>Vol. 14, Issue No. 3: April 2015 &#8211; EXECUTIVE SUMMARY<\/b> <\/p>\n<p> The Debut of the Chief Patient Officer        Is It Just a Passing Fad or Will It Transform Pharma?<br \/><img loading=\"lazy\" decoding=\"async\" alt=\"Sanofi's Three Pillar Strategy\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/Sanofi-Patient-Centricity-Pillars-300x306.jpg\" width=\"300\" height=\"306\" align=\"right\" hspace=\"7\" vspace=\"5\"\/>New Engaging patients is a major theme at many drug industry conferences these days. The recent eyeforpharma Barcelona 2015 conference was no exception. Three days of presentations ended with a keynote by Dr. Anne Beal, Chief Patient Officer (CPO), at Sanofi, who spoke about the &#8220;Chief Patient Officer of the Future.&#8221;<\/p>\n<p> Dr. Beal &#8212; a pediatrician and public health specialist &#8212; joined Sanofi in 2014 after serving as Deputy Executive Director and Chief Officer for Engagement at the Patient Centered Outcomes Research Institute (PCORI), the United States&#8217; largest research institute focused on patient-centered outcomes research. <\/p>\n<p> This article summarizes the roles of Chief Patient Officers in bringing the patient perspective into their company&#8217;s work. Sanofi is used as a case study.   <\/p>\n<p><b>Topics (partial list)<\/b>:<\/p>\n<ul>\n<li>Sanofi&#8217;s Three Pillar Strategy<\/li>\n<li>Patients Are Eager to Help<\/li>\n<li>Overcoming Pharma&#8217;s &#8220;Dark Side&#8221;<\/li>\n<li>What About Fair Balance?<\/li>\n<li>A Language Problem<\/li>\n<li>Interview with a CPO<\/li>\n<li>Chief Patient vs. Chief Medical Officer<\/li>\n<\/ul>\n<p>Download the full article (PDF file) here:<br \/><a style=\"color: #993300;\" track=\"on\" shape=\"rect\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/news\/pmnews1403-article01.pdf\" linktype=\"link\">www.pharma-mkting.com\/news\/pmnews1403-article01.pdf<\/a>     DTC Ad Spending Rises From the Grave        Pfizer Leads the Ghoulish Pack<br \/><img loading=\"lazy\" decoding=\"async\" alt=\"DTC Rises from Grave\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/DTC-rise-from-Dead-300x300.jpg\" width=\"300\" height=\"300\" align=\"right\" hspace=\"7\" vspace=\"5\"\/>2014 was a banner year for the pharmaceutical industry. The FDA approved a record number of new drugs and sent out the fewest enforcement letters since 1997 &#8212; the dawn of the direct-to-consumer (DTC) advertising era in the U.S. (read &#8220;<a href=\"http:\/\/bit.ly\/pmn140103\">Banging Year for Drug Approvals, Wimpy Year for Enforcement Actions<\/a>&#8220;).  <\/p>\n<p> Perhaps coincidentally, 2014 also saw DDTC advertising spending rise from the grave of the 2007-2008 Great Recession. According to data from Nielsen, the U.S. drug industry spent $4.53 Bn on DTC advertising in 2014.  <\/p>\n<p> This article presents the data and discusses Pfizer&#8217;s leading role in the DTC ad resurgence, especially in regard to TV advertising, which accounts for almost 70% of all DTC advertising dollars.   <\/p>\n<p><b>Topics (partial list)<\/b>:<\/p>\n<ul>\n<li>Chart: DTC Ad Spend Trend 1998 through 2014<\/li>\n<li>Pfizer Continues to Dominate DTC Ad Spending<\/li>\n<li>Chart: The Top 10 Most Advertised Rx Brands in 2014<\/li>\n<li>Chart: 2014 DTC Spending by Media Type<\/li>\n<li>TV Ads Are for Rich Pharma<\/li>\n<li>Chart: Time Spent in Media by Consumers vs. % Advertising Spending by Pharma<\/li>\n<li>TV Ad Spending Trend<\/li>\n<li>Why Does Pfizer Spend So Much More?<\/li>\n<li>Why DTC Spending Likely to Increase Again<\/li>\n<\/ul>\n<p>Download the full article (PDF file) here:<br \/><a style=\"color: #993300;\" track=\"on\" shape=\"rect\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/news\/pmnews1403-article02.pdf\" linktype=\"link\">www.pharma-mkting.com\/news\/pmnews1403-article02.pdf<\/a>     A KOL by Any Other Name        Too Toxic for Everyday Use, or Still the Best Term to Use?<br \/><img loading=\"lazy\" decoding=\"async\" alt=\"Toxic KOL\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/No-KOL-Atom.jpg\" width=\"300\" height=\"265\" align=\"right\" hspace=\"7\" vspace=\"5\"\/>Nearly two-thirds (62%) of physicians deemed to be genuine medical experts believe the pharmaceutical industry should replace the term &#8220;Key Opinion Leader&#8221; (KOL). <\/p>\n<p> That was one of the insights gleaned from an inter-national online survey presented at the Medical Affairs Leaders Forum in Berlin, Germany, in February, 2015. The survey of 185 pharma professionals and 199 &#8220;real&#8221; KOLs was conducted by System Analytic, which is a company that helps pharmaceutical teams &#8220;identify, map, and engage with their medical experts and key stakeholders.&#8221;  <\/p>\n<p> This article summarizes the results of the KOL Name Change Survey and discusses how to change the underlying process by which pharma companies choose KOLs.   <\/p>\n<p><b>Topics (partial list)<\/b>:<\/p>\n<ul>\n<li>What&#8217;s a KOL Worth?<\/li>\n<li>Expert vs. High Prescriber<\/li>\n<li>The Dark Side of KOLs<\/li>\n<li>Pharma&#8217;s Opinion<\/li>\n<li>If Not KOL, What?<\/li>\n<li>Online versus Real World Popularity<\/li>\n<li>Alternative Terms for KOL Preferred by Pharma Execs<\/li>\n<li>Change the Underlying Process<\/li>\n<li>What About &#8220;Key Patient Leaders (KPLs)?&#8221;<\/li>\n<\/ul>\n<p>Download the full article (PDF file) here:<br \/><a style=\"color: #993300;\" track=\"on\" shape=\"rect\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/news\/pmnews1403-article03.pdf\" linktype=\"link\">www.pharma-mkting.com\/news\/pmnews1403-article03.pdf<\/a>    <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Welcome to Vol. 14, Issue No. 3 (APRIL 2015) of Pharma Marketing News. Patient centricity, direct-to-consumer advertising, and key opinion leaders are the focus of this issue. All are related in the sense that each area has seen major changes &#038; shifts in thinking with more to come.<\/p>\n","protected":false},"author":2,"featured_media":13101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[64,6],"tags":[],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pharma Marketing News Vol. 14, No. 3: April 2015 - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmnissuev1403apr2015archive\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pharma Marketing News Vol. 14, No. 3: April 2015 - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"Welcome to Vol. 14, Issue No. 3 (APRIL 2015) of Pharma Marketing News. Patient centricity, direct-to-consumer advertising, and key opinion leaders are the focus of this issue. 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