4 • MED AD NEWS FEBRUARY 2017
top10pipelines annual report
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Printed in the United States.
urking behind all
the sound and
fury in the political realm, 2017 is
bringing new opportunities to marketers that have
nothing at all to do with orange
hair. A whole generation of technologies are growing to maturity
together – predictive targeting, virtual reality, behavioral science, interactive video, big data, and more
– all of which are transforming the
ways in which brands can communicate with their audiences. But of
course politics will matter too in
this Year One of the Trump administration, as the continuing debate
over drug pricing and the impact
of the new president’s policies on
the pharma industry remain very
much up in the air. So to find out
the pharma industry’s agenda for
2017, we at Med Ad News asked
folks inside the industry what we
thought were the key questions for
the year. Here’s what they told us.
MED AD NEWS: What’s up next for
marketing technologies in 2017?
What new tech tools in the brand
manager’s toolbox will make the
biggest impression? And what tech
tools are wearing thin? Why so?
Keith Betz, V P o f client services,
B u tler/ T ill : I think virtual reality
is a really promising technology.
As this technology is more widely
adopted with consumers (Google’s
Daydream View, Samsung’s Gear
VR, etc.) the application for phar-
maceutical marketers becomes
more of a reality (no pun intended).
Taking a virtual “walk” through the
human body can be an amazingly
impactful experience for consum-
ers and healthcare professionals
alike. Using the elements of sight,
technology to engage patients with
their health provides a huge oppor-
tunity to make a long-term impact
that’s not easily forgotten. Imagine
patients using VR to understand
how a specifictreatment is working
within the body or how their cur-
rent condition impacts the body.
Healthcare professionals engaging
with VR content can open the door
for new CME opportunities, en-
riched patient conversations, mod-
ified doctor;rep discussions and
enhanced trade sho w;conference
interactions. We’re just scratching
the surface with VR and the future
looks bright for this technology and
its applications within the pharma-
ceutical marketing landscape.
Jay Carter, sen io r V P , dir ect o r
of business developm ent, Abelson-T a y lo r : CRM will shift as pharma
embraces the ability to promote to
people with only their Facebook
ID. There are lots ofpeople who
don’t want their disease states
made public. We can engage them
using this important feature.
Ramon Chen, chief m arketing officer, Reltio: In 2017, more
pharma organizations will adopt
an integrated approach to data,
enabling marketing to work more
efficiently. Various business units
within an organization typically
access, use and manage their own
data sets to solve their own business challenges in marketing, sales,
and compliance. CIOs and CDOs
at leading pharmaceutical organizations have already implemented
technologies that enable a single,
complete and reliable pool of data
accessible by all employees. With
cloud data management platforms
dramatically lowering typical cost
and resource barriers to achieve
will follow suit in 2017. These capabilities will shorten time to market
for new drugs and therapies and
support new commercial models in
the pharmaceutical industry.
Personalized medicine is a boon
for the industry and patients, and
it can also be a tremendous advantage for the pharmaceutical organizations that adopt this integrated
approach to data. New platforms
and data-driven applications can
make data across multiple sources
reliable, and distill all of the noise
down to the relevant insights and
recommended actions that are
unique to each patient. This will
lead to better efficacy, outcomes
and actual justifiable value delivered by each pharma company’s
product. Data-driven applications
will also enable companies to hy-per-personalize the delivery of their
drugs, and close the loop on their
outcomes. As drug statistics and
efficacy data becomes available and
transparency becomes commonplace, the channels of influence
and distribution will become more
data-driven, reducing the costs
previously associated with legacy
methods of sales and marketing.
Greg Chu, chief o peratin g o f-ficer, In Task: By now, even the
most casual student of consumer behavior and decision-making
has heard of at least a handful of
behavioral economics concepts.
Thanks to the popularization of
the discipline through the works of
Daniel Kahneman, Daniel Ariely,
and Richard Thaler among others,
terms like “loss aversion,” “
temporal discounting,” and “bounded ra-
The Magazineof Pharmaceutical Businessand Marketing • medadnews.com • February2017 • Volume36, Number1 • $25
TOP 10 PIPELINES:
There was asigni;cant drop-o;
in NMEapprovals byFDA in 2016,
but there were not enough new
drug applications with
userfee goals to reach
the lofty 2015 total.
Trump’s policies may not have
a direct e;ect on pharma sales
forces, but expect overarching
trends such as the healthcare
mergers that a;ect
reps access, demand
for value, and rep
continue to play out.
The Medical Advertising Hall of
Fame’s Class of 2017 Features
Ryan Abbate and
continued onpage 6
Top 10 Pipelines
2By Joshua Slatko • firstname.lastname@example.org
In this new and turbulent year, the capabilities of technology and the dreams
of marketers are beginning to look much the same.
In this new and turbulent year, the capabilities of technology and
the dreams of marketers are beginning to look much the same.
salesforce special feature 24
There was a signi;cant drop-o; in NME approvals by FDA in 2016, but there were not enough new drug applications with
user fee goals to reach the lofty 2015 total.
Trump’s policies may not have a direct e;ect on pharma sales forces, but expect overarching trends such as the healthcare
mergers that a;ect reps access, demand for value, and rep compensation to continue to play out.
social responsibility 28 extra feature
Mixing milk with a socially minded marketing agency and farmers in East Africa can make for impressive health bene;ts
mahf 26 extra feature
The Medical Advertising Hall of Fame’s Class of 2017 features Ryan Abbate and Mike Lazur.