AstraZeneca Doubles Down on Personalized Medicine

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This week, AstraZeneca made a major announcement about its commitment to personalized medicine. AstraZeneca announced that it had established four research agreements to develop new “genetic scissors” technology that promises to allow the development of more effective and precisely targeted treatments. This is another step forward and further evidence that “precision medicine,” as president Obama called it in his recent State of the Union address, is seen as the future of drug development and medical progress. It is also further proof that global leaders in the pharma industry are fully embracing personalized medicine. Continue reading

The ABC’s of an Effective Content Marketing Strategy

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Content marketing uses a multitude of skills, capabilities and services across multiple media formats to deliver consistent, useful information and messages to all of a company’s target audiences. While that may sound complicated, in practice, it’s actually pretty straightforward. Effective content marketing is more about planning and doing some hard work, over an extended period of time, while ensuring consistency and coordination of messaging by audience. Creating your story, designing a powerful narrative arc, and telling your story to your targeted audiences in ways that make an impact–this is where the magic happens. And while every story is different, and no two strategies are the same, there is a strong underlying philosophy that I think should underpin every great content marketing strategy. It is all about the A, B, C’s.

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The Personalized Medicine Market in 2015

Last night, as part of his State of the Union address, President Obama called for a national initiative focused on precision medicine. Precision medicine, also known as personalized medicine, is one of the fastest growing segments in healthcare, with enormous potential to increase the efficiency of our healthcare system, reduce costs, eliminate waste and improve patient outcomes. With that in mind, we decided to take a look at some of the numbers related to the growth of personalized medicine, and see what story they tell about the personalized medicine market in 2015.

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Changing the Agency Business Model-Continued

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I’m often asked to speak and write about issues impacting the agency business model. The fact is, most communications companies in the agency business are operating with a business model that dates back to the 1920’s. While there have been incredible changes in both technology and media, the way that agencies are structured, and the way that many of them do business, hasn’t really seen much in the way of innovation. Continue reading

Constructive Convergence: Pharmaceutical Companies and Mobile Health

Last week, the 2015 Consumer Electronics Show (CES) convened in Las Vegas. With 170,000 attendees and approximately 3,600 exhibitors, CES is one of the largest industry conferences in the world. CES is where new gadgets of all kinds are introduced to the world, from phones to drones to in-car technologies, and of course telemedicine and mobile health technologies.

Amid the seemingly endless stream of news coming out before, during and after CES was one announcement in particular that really caught my eye. Qualcomm, a global technology giant, announced a collaboration with Novartis to provide mobile technologies designed to enhance the efficiency and productivity of Novartis clinical trial programs and improve the experience of trial participants. This partnership is a key component in Novartis’s “Clinical Trials of the Future” program.

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