ased on the early
returns, 2016 is
looking like the
supersize version
of 2015 for pharma marketers, with a whole lot
more of everything. With the
presidential election just eight
months away, the candidates are
certainly talking more, presenting a smorgasboard of health
care policies with potential impact that remains to be seen.
Drug pricing, an issue that’s
been lurking inside the health
care debate for a long time, has
become much more prominent
thanks to a few high-profile
products and price jumps. Big
data just keeps getting bigger,
and marketers are beginning
to find ways to convert it into
actionable intelligence. Due to
rising expectations from clients,
marketing agencies are being
forced to do more and know
more about more. Biosimilars
are about to present one more
headache to innovator brand
managers already fed up with
traditional small molecule generics. And the rising tide of
technology means more new
media – wearables in particular – are becoming a part of the
lives of more patients. For more
about all this, read on.
As with any year that in- cludes February 29th, the U.S. presidential elec-
tion and its associated health
care policy implications will be
taking center stage in pharma
in 2016. While the usual con-
troversies over ACA remain
on that list of implications, a
combination of growing finan-
cial responsibility falling to
consumers and some prom-
inent high-priced drugs and
“hikes” (we’re looking at you,
Martin Shkreli) have pushed the
issue of pharma pricing into the
political arena as well.
According to Michael Zilligen,
president of Ogilvy CommonHealth Payer Marketing, the
present menu of presidential
candidates offers options for
nearly every taste. On the far left,
Democratic Sen. Bernie Sanders
is advocating for a single payer,
tax-supported, Medicare-like
plan for all (a “universal health
plan”). Moving toward the political middle, Hillary Clinton is
the only potential nominee to
defend the ACA and to propose
keeping the basic structures of
Medicare, Medicaid, and the
Obama health law in place.
Both Sanders and Clinton have
discussed other government
actions to help influence, if not
control, drug prices, an area
the ACA did not address. They
both have called for empower-
ing Medicare to take advantage
of its massive buying power to
negotiate bulk discounts from
pharma to lower drug prices
for seniors, and to allow Ameri-
cans to import drugs from other
countries. Additionally, they are
both proposing eliminating so-
called pay-for-delay settlements
in patent litigation (in which
brand name manufacturers pay
generic competitors to hold off
on marketing less expensive ge-
nerics). And Clinton has advo-
cated policies that include short-
ening the exclusive marketing
period for new biologics from 12
to seven years.
On the right side of the spectrum are the Republicans, who
are united on repealing President Obama’s health care law
and decentralizing Medicaid by
proposing block grants that can
be managed by the states. The
GOP, Zilligen notes, has generally been criticized for focusing on repeal without offering
a full or partial replacement.
Nonetheless, the presidential
front-runners’ approaches steer
clear of Medicare (or other)
price negotiation or control and
tend to allow a “free-er” market
system to work. Simply put, the
Republican candidates have not
proposed actions that attempt to
control drug prices.
Whatever the Republicans
might be saying, though, actual
repeal of ACA seems unlikely.
“As the field narrows, candidates will likely tone down their
healthcare hyperbole and direct
their attention to healthcare
legislation that focuses on revising the ACA and the healthcare
system rather than repealing it,”
says Geoff Melick, chief innovation officer, Sandbox. “
Considering the majority of the ACA provisions are already in effect, with
more than 11 million consumers
receiving insurance subsidies
through the exchanges and another 10 million enrolled in the
Medicaid program, the repeal
of the ACA doesn’t seem like a
viable option. Whether some
believe it should be struck down
or not, it’s illogical that any new
sitting president is going to take
that coverage away and leave 21
million people without insur-
ance.”
But no matter what happens
with the ACA, the ongoing con-
troversy over pricing of drugs
will continue.
“No matter the outcome of
the presidential contest, what
is more certain is that consum-
ers, and not just politicians, will
continue to pressure the pharma
industry to drive consumer costs
down,” Zilligen says. “Consum-
ers are assuming (voluntarily
or involuntarily) more financial
responsibility for premiums, co-
payments, coinsurance, and de-
ductibles, and therefore are ex-
ercising more influence on drug
selection and use. So, the indus-
try needs to continue improving
its ability to communicate the
value proposition of therapeu-
tic advances (in consumer lan-
guage) — including outcomes
and real world evidence. In
the absence of compelling val-
ue messages, the national and
political spotlights will remain
on drug prices. Manufacturers
need to continue developing two
approaches: scrutinize the pro-
posed policies as closely as pos-
sible in order to be prepared for
multiple scenarios, and develop
and refine value propositions.”
Regarding pricing, many in-
side the industry are advocating
internal action before govern-
ment has a chance to drop the
hammer. “Certainly new pricing
models, more outcomes data
and clearer value propositions
should be driving pricing ef-
forts, but at the end of the day,
marketers should be working
towards reasonable pricing as
their target,” says Steve Stefa-
no, managing director, Ashfield
Market Access. “Patients should
be able to have access to medi-
cines that can help them. This is
really the take-home message.”
Stefano notes many incidents
in the recent past where pricing
models, outcomes data, and val-
ue propositions did not support
the kinds of price increases that
companies took. “In my opinion,
the current case of the former
hedge fund manager, Martin
TOP 1
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MEDIC NG
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Lifetime
Award recipient.
FEBRUARY 2016 MED AD NEWS• 13
ith the average cost of getting a novel medi-
cine to the marketplace at nearly $2.5billion,
it is more crucial than ever for drug compa-
nies to succeed in their R&D efforts. However,
according to a recent study generated by De-
loitte in collaboration with the research and consulting firm
GlobalData, leading pharma companies’ R&D returns con-
tinue to slide. The study showed that although the R&D di-
visions of 12 leading pharma companies advanced 306 assets
into late-stage pipelines since 2010 – with projected lifetime
returns of over $1.41 trillion – the returns are continuing to
decrease in percentage terms: from 10.1 percent in 2010 to
just 4. 2 percent in 2015, while the average cost of asset devel-
opment increased by one third.
This annual special feature has identified 10 company pipelines that are striving to buck the aforementioned trend of
sliding R&D returns. The 10 companies were selected based
on current projects in the pipeline, which therapeutic fields
they are focused on, R&D deal-making activity, recent drug
approvals, and other relevant criteria.
SalesforAbbViecontinuetobedrivenbytheworld’s top-sellingprescriptionmedicine,theTNFinhibiting anti-inflammatorymedicationHumira(adalimum-ab). AbbVie’s long-term strategic and financial objectives, as
announced at the end of October 2015, include 2020 global
Humira sales of $18+ billion. The North Chicago-based biopharma company reports that its pipeline has the potential
togenerate nearly $30 billion in nominal peak-year sales by
2024 (excluding sales from already on-the-market products).
AbbVie is on pace to introduce more than 20 new products
or indications through 2020, including seven approvals that
will contribute during 2016 and beyond, including:
• Imbruvica indication expansion, including first-line
chronic lymphocytic leukemia (CLL)
• Humira indication expansion, including hidradenitis
suppurativa (HS) and uveitis
• Viekira approval for genotype 1B patients in Japan
• Venetoclax for relapsed/refractory CLL patients with the
17p genetic mutation
• Zinbryta for relapsing remitting multiple sclerosis
• Elotuzumab for relapsed/refractory multiple myeloma
AbbVie is developing leading medicines in these therapeutic
fields: immunology, oncology, neuroscience, kidney disease,
liver disease and women’s health.
Through spending in new technologies and approaches,
AbbVie is breaking ground in some of the most widespread
and difficult-to-treat cancers, including glioblastoma multi-forme, multiple myeloma and chronic lymphocytic leukemia.
AbbVie’s oncology pipeline contains multiple new molecules
in development being investigated in more than 15 different
cancers and tumor types.
AbbVie’s next big approval could come in the form of the
B-cell lymphoma 2 (Bcl- 2) inhibitor venetoclax. The company
has filed a New Drug Application (NDA) and a Marketing Authorization Application (MAA) for venetoclax in patients with
relapsed/refractory (R/R) CLL in patients with chromosome
17p deletion. Priority review status was granted by U.S. regulators during January 2016 and validation has been provided
by the EMA based on results from a Phase 2, open-label study.
In the clinical trial, venetoclax demonstrated a 79.4 percent
overall response rate as monotherapy treatment, including patients that achieved complete remission.
Three FDA Breakthrough Therapy Designations have been
granted by FDA for venetoclax. The first designation was received in early 2015for treating patients with R/R CLL with
chromosome 17p deletion. The second designation for venetoclax was received during the earlier part of January 2016
for combination therapy with rituximab for patients with R/R
CLL, including those with chromosome 17p deletion. A third
designation was received in late January 2016 for venetoclax
in combination with hypomethylating agents (HMAs) in patients with untreated (treatment-naïve) acute myeloid leukemia (AML) who are ineligible to receive standard induction
therapy (high-dose chemotherapy).
Venetoclax is being developed via a partnership with Genentech and Roche. Venetoclax in on tracktogain initial FDA
approval during 2016 and generate blockbuster sales on a
global basis by 2020.
AbbViehasbeenjointlydevelopingwithBristol-Myers
Squibb another medicine expected to generate blockbuster
sales. FDA during the fourth quarter of 2015 approved Empliciti (elotuzumab) for treating multiple myeloma (MM) as
a combination therapy in patients who have received one to
three prior therapies. Marketing clearance was based on data
from a Phase 3 trial that showed patients treated with Empliciti plus standard of care therapy achieved a 30 percent reduction in the risk of disease progression or death compared to
standard of care alone. This represents the first FDA clearance
for an immune-stimulatory antibody for MM in this indication. FDA granted breakthrough designation for Empliciti,
which will be marketed by Bristol-Myers Squibb.
Imbruvica (ibrutinib) attained blockbuster sales during
2015, recording sales of $754 million for AbbVie and $689
million for partner Janssen. The drug is approved for treating
patients with CLL who have received at least one prior therapy, CLL patients who have del 17p and patients with Walden-strom’s macroglobulinemia. The medicine is additionally marketed for treating patients with mantle cell lymphoma (MCL)
who have received at least one prior therapy.
A first-in-class, oral, once-daily therapy, Imbruvica inhibits
a protein called Bruton’s tyrosine kinase (BTK). This was one
of the first products to receive FDA marketing clearance after
being granted a Breakthrough Therapy Designation, and is
one of the few therapies to gain three separate designations.
BTK is a key signaling molecule in the B-cell receptor sig-
naling complex that has a significant role in the survival and
spread of malignant B cells. Imbruvica blocks signals that in-
form malignant B cells to multiply and spread uncontrollably.
Imbruvica is being investigated alone and in combination
with other treatments in several blood cancers. More than
6,100 patients have been treated in clinical studies performed
in 35 countries by 800-plus investigators. As of December
2015, 16 Phase 3 studies have been initiated with Imbruvica
and 67 trials were registered on www.clinicaltrials.gov.
AbbVie submitted a sNDA for ibrutinib for use in treat-
ment-naïve CLL patients, based on results from the Phase 3
RESONATE- 2 study. These data, published in The New En-
gland Journal of Medicine (NEJM), found that the product
significantly decreased the riskof progression or death (pro-
gression-free survival, PFS) and significantly decreased the
risk of death (overall survival, OS) versus chlorambucil in
treatment-naïve patients 65 years and older with CLL.
During the fourth quarter of 2015, it was reported that the
U.S. regulatory agency accepted AbbVie’s sNDA and granted
priority review for Viekira Pak without ribavirin in patients
with genotype 1b (GT1b) chronic hepatitis C virus infection
(HCV) and compensated cirrhosis (Child-Pugh A). The appli-
cation was supported by data
from the TURQUOISE-III
trial, which demonstrated
100 percent sustained virologic response at 12 weeks
post-treatment (SVR12) in
this patient population.
In early December 2015,
AbbVie announced that FDA
accepted the company’s NDA
for a once-daily, fixed-dosed
version of Viekira Pak to treat
GT1 HCV. The proposed dosing for the fixed-dose form is
three oral tablets, taken once
per day with a meal, with or
without ribavirin. AbbVie expects FDA action on the new
formulation during 2016. If
approved for marketing, this
regimen will be the first all-oral, co-formulated three direct-acting antiviral treatment for
adult patients with GT1 chronic HCV infection.
Viekira Pak(ombitasvir, paritaprevir, and ritonavir tablets;
dasabuvir tablets) is a prescription medicine used with or
without ribavirin for the treatment of adults with genotype 1
chronic hepatitis C virus infection, including people who have
a certain formof cirrhosis (compensated). FDA marketing approval was initially granted in December 2014.
Among other fourth-quarter 2015 R&D highlights, AbbVie presented data from its next-generation HCV regimen
(ABT-493 and ABT-530) being assessed as a pan-genotypic,
once-daily treatment option for patients with HCV. Results
showed 12 weeks of treatment resulted in 97-100 percent
SVR12 in GT1 non-cirrhotic HCV, 96-100 percent in genotype (GT2) and 83-94 percent in genotype 3 (GT3) patients.
Also, data from the SURVEYOR-I trial demonstrated that
non-cirrhotic GT1 HCV patients who received shorter duration of treatment for eight weeks with ABT-493 and ABT-530
achieved SVR12 rates of 97 percent. AbbVie launched Phase 3
trials during the fourth quarter.
At the American College of Rheumatology Annual Meeting
in November 2015, AbbVie presented the full 12-week, Phase
2b safety data for ABT-494 fromthe BALANCE-I trial (
efficacy data was previously top-lined). This study assessed a broad
dose range to understand the boundaries of JAK-1 selectivity
and the efficacy ofthe investigational oralJAK-1 inhibitorABT-
494 compared to placebo in previously treated patients with
rheumatoid arthritis with persistent and active disease. The
clinical trial met its primary endpoint, achieving an ACR20 response after 12 weeks of treatment using an LOCF approach,
and ACR20 for all dose levels. The BALANCE I and II results
support AbbVie’s decision to advance the new drug candidate
into Phase 3 trials with a once-daily dosing. The Phase 3 program began during late 2015and a Phase 2 study of ABT-494
is under way for treating Crohn’s disease.
AbbVie is exploring the orally administered gonadotro-pin-releasing hormone (GnRH) antagonist elagolix in diseases
that are mediated by sex hormones, including uterine fibroids
and endometriosis. The new drug compound has been investigated in more than 40 studies totaling 3,000-plus subjects.
top10pipelines specialfeature
By Andrew Humphreys • andrew.humphreys@medadnews.com
Top 10 Pipelines
The pharma industry’s R&D concentration has been shifting towards specialty
therapy areas as research and development returns decline for some leaders.
W
m©
Significant Pipeline Activity
Product Launches and Key Data Flow
KeyPhase Transtonsand Cnca Tra Starts4Q15–2016
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KeyDataReadoutsandReguatorySubmssons4Q2015–2016
ABBVIE
AbbVie
Amgen
AstraZeneca
Biogen
Gilead
Merck
Novartis
Roche
Sanofi
Vertex
TOP 10 PIPELINES
22 •MED AD NEWS FEBRUARY 2016
n honor of our 16 trends, let’s go back
16 years, when the world was very
different. In 2000. The X-Files were on
television, no one knew about al-Qaeda,
And changes will continue to affect how pharmaceu-
tical sales forces operate, Though some of the trends
cited are more about what is happening with the cus-
tomers – physicians and patients – pharma sales force
strategies will be affected by thesetrends as companies
react to realign and rethink how reps are deployed.
The 16 trends picked out by experts are:
AccordingtoPratapKhedkar,managing principalatZSAssociates,thenumberof salesrepsmayevenseeamodestuptickfor
the first time in years. The number of reps in the
United States has bottomed out to around 65,000,
36 percent less than its peak in 2005. The modest
increase in reps is expected because most of the
major patent expirations are over and the number
of FDA new drug approvals is growing.
“However, most new launches are large molecules
in spaces such as oncology with few prescribers, so
only small numbers of additional reps will be needed,”
Khedkar says. “We will not return to the large, prima-ry-care driven sales forces of yesteryear.”
AccordingtoZS’AccessMonitorReport,for thefirsttime,lessthanhalfofdoctorsare willingtoseerepsfreely,Khedkarsays.
“This decrease in access is particularly extreme for
oncologists – down to a quarter who are ‘easy to see’
– even as many new compounds are expected to
launch in this space,” he says. “We expect the trend
in access to continue to decline. This trend is driven
by an irreversible shift in physician preferences to
digital channels as well as practice acquisition by
hospitals with restrictive rep policies.”
In 2015, the number of physicians pushing back
against reps either to a moderate degree or a severe de-
gree exceeded 50 percent, Khedkar says. “This means
less than 50 percent are freely accessible,” he says.
But David Stievater, director, strategic solutions,
at athenahealth believes that there will be “modest
growth” in the ability of pharma sales reps to gain time
with physicians. This will be driven by thelaunches
of new drug classes such as immunosuppressants and
PCSK9 cholesterol-lowering agents.
However, though there maybe intense demand for
information about these new products, thenumbers
of physicians interested in hearing more about them
will not be enough to turn the tideagainst the trend of
reduced physician access, experts generally agree.
“In someof the specialties, the [rep access] number
is actually much worse,” Khedkar says. “Among on-
cologists, 27 percent are available, but 73 percent are
pushing back on reps to some degree. The oncologist
number has fallen faster than thegeneral average.”
This big increase in thenumber of oncologists who
refuse to see reps is especially problematic considering
the number of new oncology products in thepipeline,
Khedkar says. “There will be an increase in oncologists
seeking information about these new compounds
going forward, but the other trend that complements
this is oncologists are turning awayfrom reps to other
channels.”
Althoughsalesforcesmaymodestlygrow, ascompaniesworryaboutcompliance andreigninginextremerepbehavior
and rewards, payout curves will flatten further,
according to Khedkar. This means payout
differences between low-performing reps and high-performing reps will shrink.
Thistrendwillbenoticeableespeciallyat pharmamanufacturersthathavebeenlate tofocusdedicatedaccountteamscallingon
IDNs, ACOs, and large independent physician
groups, Stievater says.
Asdigitalandnon-personalchannels proliferate,topphysiciansarehitonce veryhourbysomeindustrychannel,which
leads to poor experience and engagement. “As
awareness of the problem spreads, companies
will be forced to address this issue through data-enabled orchestration – where upskilled sales reps
use predictive customer analytics on their iPads
to coordinate all touches a customer sees from
a company,” Khedkar notes. “Non-traditional
channels such as inside sales will continue to see
increased use.
AccordingtoStievater,thisstrategywillinclude partnershipswithIDNs,pharmacies,andeven payers.Increasingly,salesforceswillneed
to look at the full patient disease experience and
provide services beyond the drug itself. “This will not
play out fully in 2016, but you’ve had glimpses of this
with some of the programs that have begun with big
health systems like Geisinger,” he says.
In May 2015, Boehringer Ingelheim established a
five-year partnership with Sutter Health to exploreand
test the value of digital health solutions, mobile technologies, and insights from advanced data analytics in the
delivery of health care.
In March 2014, Daiichi Sankyo Inc. and Partners
HealthCare’s Center for Connected Health entered a
joint-development agreement to createa mobile app
to serve as a coaching platform for patients with atrial
fibrillation who have been prescribed oral anticoagulation therapy. The goal of this mobileapp will be to
support patients living with atrial fibrillation by helping
improvepatient adherenceand compliance to medication, as well as fostering feedback loops that connect the
provider to the patient.
Merck & Co. established a program with Geisinger
Health System as far back as 2012. Themulti-year
collaboration is designed to improve patient health
outcomes by focusing on innovative solutions that
facilitate shared decision making between patients and
physicians and improve adherence to treatment plans
and clinical careprocesses.
Rep accesswill continue todecline
as physicians change behavior
(except maybe incertain limited
cases).
salesforcesweet16 specialfeature
By Christiane Truelove • chris.truelove@medadnews.com
The sweet 16
Industry experts tell Med Ad News about 16 trends that they
believe will affect sales-force strategies in the immediate future.
The number of sales reps
has stopped declining.
I
1
2
Variable incentive compensation
willbecomelessvariable. 3
There will be continued growthof
KeyAccountManagers(KAMs). 4
Customer experience willsuffer
even more and force companies to
address the sales and marketing
orchestrationproblem. 5
In conjunction with the growth of
KAMs will be the launches of new
“above the brand” programs to
improvediagnosisandtreatment. 6
24• MED AD NEWS FEBRUARY 2016
he Medical Advertising
Hall of Fame elected
its 2016 inductees at a
black-tie ceremony on
Feb. 11, 2016, at The
Pierre Hotel in New York City. C.
Marshall Paul, market researcher,
and Scott Cotherman, former CEO
of CAHG, represented the newest
induction class. Additionally, Ken
Begasse Sr. wasrecognized with the
annual MAHF Lifetime Achieve-
ment Award.
During his 50-year career in phar-
maceutical marketing and related
research, Mr. Paul spent time on
both the manufacturer and service
sides of the industry. He began as a
market research analyst for Merck
from 1963 to 1965, then moved to
IMS where he spent 17 years before
becoming a co-owner of Healthcare
Communications (HCI) in 1982.
When HCI was soldto ACNielsen
in 1997, he became president of
ACNielsen/HCI through 2010.
As president of HCI, Mr. Paul
pursued a goal of providing primary
promotion research showing the
effectiveness of, and relationship
between, the different promotion
components. His efforts yielded
information that allowed marketers
to communicate and promote more
efficiently and more effectively. A
generation of marketers have ben-
efited from the information and
guidance that he provided.
“Medical advertising is a leveraging tool that magnifiesthe effect of
detailing at a fraction of detailing’s
expense, thereby increasing marketing’s ROI,” Mr. Paul concluded
during his induction speech. “In this
way, advertising can offer part of the
solutionnecessary to create needed
marketing efficiency increasingly demanded by the spot light on healthcare expenditures. At the end of the
day: Good advertising works and the
process can be effectively managed
to ensure success.”
Mr. Cotherman was just the third
CEO in the 54-year history of the
organization that began as Frank J.
Corbett Advertising, which eventually became CAHG and now operates
as Corbett. During his 15-year tenure
as CEO, Mr. Cotherman’sfor-ward-looking style positioned Corbett to anticipate and capitalize on
changesin the industry andsociety
– such as the impact of personalized
healthcare. Under his leadership, the
agency continued to adapt and grow.
He led the expansion of the agen-cy’sglobal footprint by singularly
aligning with TBWA/WorldHealth,
becoming chairman of a network
spanning 48 offices in 36 countries.
Mr. Cotherman served three years
as chairperson of the MAHF, expanding the organization’s mission
to include providing educational and
support resources for the next generation of industry executives.
‘Throughout hiscareer, Scott
focused on securing the present by
investing in the future,” says Robin
Shapiro, president of Corbett. “His
accomplishmentsand contributions
have had a profound impact on our
agency and our industry – spanning
the past, the present, and leading us
into the future. He led by example.
Yes, he was an industry visionary;
but he also touchedus on a personal
level because of his integrity, loyalty,
sense of fairness, and passion for
everything he did.”
Ken Begasse Sr.’s career spanned
37 yearsbefore his untimely death in
2010. He began hiscareer in healthcare when he established and led the
Respiratory Therapy Department
and Pulmonary Lab at Greenwich
Hospital. A chance meeting switched
his career into advertising whenhe
joined the small Kimmich & Company adagency in Norwalk, Conn., as
an account executive. After a decade
at Kimmich, Mr. Begasse Sr. joined
Sudler & Hennessey, then went on to
senior positions at Lowe McAdams,
Nelson Communications, CommonHealth, MBS/VOX, and finally CEO
of Concentric Pharma Advertising,
an agency co-foundedby his son.
While his career wasmarkedby continuing business success, possibly
his most notable achievement – and
the one he wasproudest of – was
the mentoring and development of
young talent.
“He helped us all to ‘dream’ in our
strategy, to push the boundaries of
what could be done, not to settle
on the obvious or the easy-to-sell
strategy,” saysKen Begasse Jr., CEO
of Concentric Health Experience.
“He’d rather lose a pitch with the
right strategy than win a pitch with a
strategy that couldn’t work.” medadnews
medicaladvertisinghalloffame specialfeature
By Med Ad News staff
Medical Advertising Hall Of Fame 2016
The Medical Advertising Hall of Fame honored C. Marshall Paul and Scott Cotherman
as 2016 inductees; Ken Begasse Sr. was the Lifetime Achievement Award recipient
About the MAHF
The Medical Advertising Hall of
Fame was founded during 1996 to:
• Document the history of the industry.
• Honor the retired men and women
who have made significant
contributions to the medical
advertising profession – MAHF
Inductees.
• Attract and honor next-generation
talent to the medical advertising
profession – Future Famers.
• Honor industry creatives by
recognizing great, retired campaigns
– Heritage Awards. The Heritage
Award allows the industry to pay
appropriate homage to writers, art
directors, and account people who
made a great campaign come to life.
MAHF membership is open to healthcare advertising agencies and publications, and consists of the leaders
of nearly 40 agencies and publishing
companies.
For more information about the MAHF
and its annual ceremony, please contact David Gideon, executive director,
at david@davidgideon.net.
C. Marshall Paul
Scott Cotherman
Ken Begasse, Sr.
T
agenda2016 special feature
Bigger, better, faster, more
Or, why 2016 might look a little di;erent than 2015 for pharmaceutical marketers.
B
13
inside
22
24
The election/pricing