The foruM for The InduSTry execuTIve

2015 MedIA PlAnner

A Portfolio of

Integrated Media

SolutionsMED I A GROUP

Integrated Media Solutions for Your Marketing Mix

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High­Impact Reach and Visibility

The PharmaVOICE suite of integrated media solutions offers all of the elements to connect

you to a diverse team of decision makers at companies in all sectors of the market —

pharmaceutical, biopharma, biotechnology, device/diagnostic, etc.

With the highest circulation and lowest CPM, PharmaVOICE has the visibility you need to

influence your customers through a multidimensional promotional platform that incorporates

print, online, digital, new media, and custom solutions.

Multiple Channels Equal Brand Enhancement,

Lead Generation, and Thought­Leadership

Positioning

PharmaVOICE continues to expand its reach and innovative offerings and is truly the one

integrated media source that offers a multi-touch platform to influence a growing and

diversified market.

Through its innovative solutions, long-standing relationships, and brand strength,

PharmaVOICE delivers your message to the most-qualified, high-end decision makers

throughout the pharma, biopharma, biotech, and device/diagnostic fields.

From its horizontally positioned flagship print publication to ever-expanding online options to

personalized custom solutions, PharmaVOICE continues to serve its established audience while

developing a new generation of loyal readers.

We urge you to think differently to reach your customers and join us in reshaping the

business landscape.

PharmaVOICE offersintegrated media solutionsthat connect you withyour customers.

Tracking Trends as the Future Evolves

Published monthly, with the combined July/August

PharmaVOICE 100 and November/December Year in

Preview issues, PharmaVOICE is expressly written and

designed to deliver the views, opinions, and insights of the

executives who are shaping the direction of the dynamic and

multifaceted life-sciences industry. PharmaVOICE reaches

more than 41,000 qualified subscribers and 100,000 users

with its digital edition.

PharmaVOICE’s unique horizontal approach — from

circulation, to editorial, to advertising — cuts across industry

silos to provide a holistic overview of the life-sciences

industry. By addressing the trends that are impacting the

market from the clinic to commercialization, PharmaVOICE

uses its unique perspective to engage compelling

personalities from diverse industry sectors to provide their

insights and vision on business challenges, trends, and topics.

PharmaVOICE’s editorial content sparks dialogue, initiates

debate, and opens the lines of communications to facilitate

and improve business-to-business relationships.

PharmaVOICE’s multiple-perspective and in-depth original

forums, feature articles, Showcase Features, emerging market

updates, and departments are people-focused and audience-

driven. PharmaVOICE provides executives with useful peer-

to-peer insights on a broad range of business practices and

topics from molecule to market.

Innovative Media Perspective

www.pharmavoice.com

PharmaVOICE MagazineReaching more than 41,000 BPA-qualified key executives andmanagement decision makers in corporate, marketing/sales,R&D, clinical trial, technology, and other sectors of the lifesciences — the ideal venue for promoting your products,services, and tools.

Showcase FeaturesInnovative special sections within PharmaVOICE thataddress key vertical sectors of the market throughexecutive thought leadership.

WebLinx Interactive WebinarsOnline events that can build thought-leadershippositioning and generate highly qualified leads fromdecision makers with a proven interest in your products,services, and tools.

PodcastsAn audio syndication medium that connects thoughtleaders with a motivated audience.

VideosAn online video network that connects thought leadersvisually with key audience segments.

White PapersAuthoritative reports that offer meaningful content andvalue to potential customers with unbiased information andanalysis regarding a business concept or challenge.

E-SurveysElectronic surveys directed to the PharmaVOICE subscriberbase to solicit insights on customer needs and behaviorswhile generating leads.

Social MediaAn on-going dedicated program, including tweeting,posting on Facebook, posting on LinkedIn, and an editor’sblog posting on pharmavoice.com.

Digital MarketingAn on-going comprehensive digital marketing strategy thatincludes Web analysis, original content generation, pay-per-click campaigns, social media marketing, and more.

E-Mail MarketingA variety of e-mail alerts and announcements withadvertising opportunities and sponsorships.

Direct Mail and E-Mail List RentalsAccess to the PharmaVOICE print and online communitythrough list rentals.

Extra Issues and ReprintsArticles with your featured thought leaders for use aspromotional materials at shows and client meetings.

Custom Publishing and ConsultingTurnkey or custom publishing capabilities—fromcustom magazines to Websites to e-Newsletters—allow you to create and maintain effective,personalized relationships with your customers.Access our knowledge base to reach your audience.

Read. Think. Participate.www.pharmavoice.com

Editorial Focus

Cover Story — Forum PharmaVOICE’s unique lead article — theForum — provides the insights of a widevariety of experts on different industry-related challenges.

Clinical Feature Article Perspectives that drill into R&D and clinicalissues.

Marketing Feature Article Insights on various strategies and solutionsspanning the commercialization continuum.

Industry Feature Article Top-level discourse on the subjects relatedto the business of the industry.

Regulatory Feature Article Perspectives on topics that impact thecurrent and emerging regulatory landscape.

Showcase FeatureA market overview of selected industrysectors. Companies have the opportunity toposition a two-page spread or a 1/6 adwithin this special feature article.

Market FocusA comprehensive overview from R&D tocommercialization of emerging markets: thePhilippines, Indonesia, Malaysia, Thailand,Nigeria, Columbia

The C-Suite CEOs, Presidents, and other C-Suiteexecutives provide their uniqueperspectives on the business challengesthat keep them up at night.

Innovator's Corner A Q&A with individuals who are on theleading-edge of innovation.

Departments: UpFront A brief review of industry eventsat press time

Tools of the Trade An update on e-technologies and Web-based applications

The NetworkA collection of digital, mobile, and socialmedia news and strategies.

PharmaTrax Sales, marketing, and R&Dtrends and analysis

What’s New New healthcare-relatedproducts, services, and companies

On The Calendar Industry events

Talent Pool Executive appointments andpromotions

The Last Word A Q&A with an industry,company, or association leader

Written and edited by the

industry’s most knowledgeable

and respected journalists,

PharmaVOICE delivers complete

coverage on every aspect of

pharmaceutical business from

molecule to market: clinical development, commercialization,

regulation, technology, and much more.

PharmaVOICE’s in-print and exclusive bonus online content are

supported and complemented by podcasts, videos, webinars, white

papers, social media, and custom solutions designed to fit every

communication need.

PharmaVOICE’s Issue and Editor’s Choice alerts provide access to

free article downloads.

PharmaVOICE deliverscomplete coverage on every aspect ofpharmaceutical business.

www.pharmavoice.com

SPECIAL ISSUE

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Inaugural

RED JACKET AWARD

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24 October 2013 � PharmaVOICE

ings if they are used properly. According toElizabeth Estes, executive VP and chief strat-egy officer at GA Communication, the type ofplatform isn’t as important as long as the con-tent is meaningful and engaging. “I’ve seen tablets used well and tablets usednot so well,” she says. “One way to improvesales call interactions through mobile is to stopbelieving that putting a PDF of the latest de-tail aid on a tablet is a good use of that tool.” Interactive case studies or gamification op-

portunities are examples of platform use thatcan be more effective during a call, she adds.The end goal should be to create such greatcontent paths that the physicians can’t helpbut take the tablet out of the hands of the repto engage on their own. “It’s an amazing thing to see when it hap-pens,” Ms. Estes says. “Docs are more likely toask questions and more likely to engage withthe rep.” These tools aren’t about replacing the

human connection, but about enhancing thememorability of the rep and the call itself. All too often the tendency is to design con-

tent experiences that require the rep to be asilent participant in the all-too brief exchangewith the doctor, when it is mobile platformsthat reduce the amount of technology interfacebetween the rep and the physician that offerthe most value, says Geoff McCleary, VP,group director, mobile innovation, Digitas

Robin Robinson

By using meaningful content and technology, pharmaceutical companies have the ability to reach physicians on three screens.

Health. During their brief visits, reps shouldbe building a relationship with the doctor in-stead of spending most of their 30- to 90-sec-ond encounter playing a video or animation. “We need to enable content experiences

that make the technology invisible,” Mr. Mc-Cleary says. “Technology should bolster therep and make them the smartest person in theroom — not the iPad or tablet.”Tablet details with 60 to 80 pages are al-most impossible for reps to manage, and theiruse in the field offers no clear insights into theconversation with the physician. However,platforms that can simplify this experience andstreamline it also serve the brand in anotherkey way. They serve to help create, and in turncollect, more consistent data across the entiresalesforce. The insights gained from an elec-tronic interaction on a mobile device allow in-

f pharmaceutical brands are to re-main relevant, establishing a pres-ence on mobile devices is crucial.Both physicians and patients areprolific mobile adopters. In 2012,

50% of the United States population owned asmartphone, 81% of physicians did. Mobilescreens are transforming the way consumers,including physicians, get information. According to Digitas Health, physician

smartphone adoption is double that of Ameri-can consumers. They are prolific mobileadopters, integrating both smartphones andtablets into their practices, from EHR andbilling management to the exam room itself.Physicians are even recommending health-re-lated apps to patients for certain disease states. Epocrates calls today’s physicians who use

mobile, tablet, and laptop screens across theirwork functions “digital omnivores.” By 2014,a recent Epocrates report predicts that nine in10 healthcare providers will use smartphones,and almost as many will have adopted tablets.So how can the industry get on the mobiletrain? Our experts say by focusing on content,keeping it simple, beefing up interactivity,and being entertaining.As physician offices are increasingly limit-ing sales rep office visits, sales reps are undergreater pressure than ever to make the most ofeach office visit and interaction. Mobile plat-forms can bring more value to physician meet-

IMORE THAN FOUR IN FIVE PHYSICIANS, NURSE PRACTITIONERS, AND PHYSICIANASSISTANTS USE SMARTPHONESEVERY DAY.

Source: Epocrates

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38 September 2013 � PharmaVOICE

espite the time, effort, and

money spent on improving

patient recruitment and reten-

tion, these two areas of clinical

development remain among

the biggest challenges facing the industry.

The impact of recruitment challenges is sig-

nificant. The delays in patient recruitment for

clinical trials account for an average of 4.6

months lost per trial, according to one source.

When calculated, this is an annual cumulative

loss of 26 years, on average, for each company.

According to a recent report from Cutting

Edge Information, clinical trials last 42%

longer than expected in Phase I, 31% longer in

Phase II, and 30% beyond planned deadlines in

Phase III — all because of recruitment delays.

Now Web-based communications — and

specifically social media — are significant

tools for patient enrollment. Industry experts

say patients can be enrolled faster and less ex-

pensively than other methods. Patients are

more actively seeking health information on-

line, and they are more engaged. In fact, 73%

of online U.S. adults have looked for health in-

formation online, according to Pew Research

Center’s Internet & American Life Project.

Social media represents a potential oppor-

tunity, but there are a lot of things that need to

be in place in an organization for this to hap-

pen, says Pat Connelly, head of digital strategy

and communications, at Millennium: The

Takeda Oncology Company.

“Finding ways to use the strong presence of

patient advocacy groups on a platform such as

Facebook is a great place to start with patient

recruitment efforts,” he says. “We should be

partnering with academic centers to create ed-

Ducational materials we can distribute via social

channels to encourage participation in clinical

trials. Posting videos on YouTube and tweet-

ing the praise of clinical research are great ways

to begin to demystify the process.”

In fact, social media efforts can be very ef-

fective for recruiting specific patient popula-

tion. Quintiles recently issued a report that

highlighted some of the company’s efforts, in-

cluding an observational research study with

425 patients with chronic obstructive pul-

monary disease (COPD) from its online patient

community. The first digital patient was en-

rolled in the study in six minutes with the last

patient confirmed in only nine calendar days.

In another example, a 1,255-patient

women’s health study in which Quintiles de-

veloped a custom communication plan to re-

duce the number of patients who become lost

to follow up or drop out of the study entirely.

The customized communication program kept

patient engagement high and resulted in a

59% increase in the retention rate for the du-

ration of the study.

Matt Stumm, principal, creative and media

strategy at BBK Worldwide, says social media

is a great way to reach specific patients.

“We’ve seen a lot focus on specific disease

categories,” he says. “This is the beauty of

using online mediums and specifically social

media. Patients aren’t looking for general in-

formation. Patients are looking for something

very specific and tailored for them. We’ve been

having a lot of success in having messages that

are tailored to a specific audience.”

Mr. Stumm adds that driving people to

these messages isn’t difficult.

“People are using social media; it is part of

Denise Myshko

Recruiting patients for clinical trials

continues to be challenging.

Social media may just be the answer

.

��*��$*����(+�*#�$*�Online Era

their daily lives,” he says. “We can get the

message into the stream of information in the

form patients are comfortable with.”

Because there is more competition for pa-

tients, trials with smaller patient populations

often struggle to enroll completely.

Neil Weisman, executive VP and general

manager at Blue Chip Patient Recruitment,

says social media is an ideal place to reach

smaller patient populations.

in the

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����� �HEREDITERY RISK AND GENETICS OF CANCER

he genetic mutations associated with more than50 hereditary cancer syndromes,which play a major role in the development of about 5% to 10%of all cancers, have been identified, and genetic tests canhelp tell whether a person from a family with such a syndrome has one of these mutations.

JOURNEY of

16 October 2013 � PharmaVOICE

Merck’s Lauri Ford del Rio is a rolemodel for others who are afflictedwith genetic-based cancers andthe radical choices to be made.

By Taren Grom and Denise Myshko

8 October 2013� PharmaVOICE

���������

BBK WINS TWO WEB

HEALTH AWARDS

BBK Worldwide has been awarded

two Web Health Awards for

excellence. The company recei

ved a

Silver Web Health Award in the

Mobile Application Resource

category for its patie

nt

engagement mobile app, Health

Info Gizmo. BBK also received a

Bronze Web Health Award in the

e-Business category f

or the

company’s e-commerce site. Th

e

Web Health Awards recognize digita

l

health resources for co

nsumers and

health professionals.

NATREL COMMUNICATIONS WINS

COMMUNICATOR AWARD

The International Academy of Visual

Arts has honored Natrel

Communications with a Silver

Communicator Award for the

CSL

Behring Immunoglobul

in Franchise

Lifetime of Possibilities video

. The

video, which was developed for last

year’s European Socie

ty of

Immunology meeting, also

received

a Telly Award in 2012 for excelle

nce

in the field of promotional vid

eos.

SIREN TEAM NAMED SOCIAL

MEDIA INFLUENCERS

Two Siren team members have b

een

recognized for their so

cial media

activity, engagement, and

reach within the rare

disease community by

the World Orphan

Drug Congress.

Wendy White,

founder and presiden

t

of Siren, tweets on

clinical trials, patient

advocacy issues, legis

lation,

and orphan drug

approvals. Frieda

Hernandez, VP of

strategic initiatives,

tweets on social

media in pharma, the

e-patient, and issues in

the rare disease community.

Mylan Provides Free EpiPen

AUTO-INJECTORS TO U.S. SCHOOLS

Mylan Specialty is contin

uing the

EpiPen4Schools prog

ram. In its first year, more

than 20,000 schools across all 50 states part

ici-

pated in the program

, which offers EpiPen or

EpiPen Jr (epinephrine

) Auto-Injectors to qualif

y-

ing schools in the United State

s.

Over the last year, there

has been significant

legislative movement across

the country to im-

prove access to epine

phrine, which should en-

courage more school

s to take advantage of

the

program.

“Educating the public

about anaphylaxis pr

e-

paredness and working to im

prove access to

treatment continues to be an

important focus at

Mylan,” says Heather Bres

ch, CEO of Mylan.

INDUSTRY��������

Upfront

The goal of the EpiPe

n4Schools program is to help

students have access

to

epinephrine auto-inje

ctors in case of an al

lergic reaction while in sch

ool.

Sanofi Pasteur, March of Dimes,

AND SARAH MICHELLE GELLAR TEAM UP FOR

PERTUSSIS AWARENESSActress Sara

h Michelle

Gellar is joining March of

Dimes and Sanofi Pas-

teur on the Sounds of

Pertussis Campaign to

help raise awareness

about pertussis, also

known as whooping

cough, and the

importance of adult

vaccination. The CDC reports t

hat America is currently

experiencing the larg

est outbreak of report

ed pertussis

cases in 50 years. In 2012, there were more than

41,000 reported pertussis cas

es and 18 deaths in the

United States.

Consumers Uninformed About

PERSONALIZED MEDICINE

Only 27% of respondents said th

ey had heard of the

term personalized medicine, an

d just 8% considered

themselves “very knowledgeable”

about the concept,

according to a recent

survey by GfK Bridgeh

ead.

More than half (53%) said perso

nalized medicine

refers to medical care

somehow geared to “individual

needs,” while others thought th

e phrase had some-

thing to do with doctor/

patient collaboration.

Just 4%

associated personaliz

ed medicine with genetics, which

is generally considered

a key element.

After being given inform

ation about personali

zed

medicine, more than half (55%) of those w

ith a work-

sponsored health pla

n said they were interes

ted in

having a genetic test

— a figure that rose to 6

5%

when they learned that

a hypothetical test co

st $500.

In addition, responden

ts who had been diagnose

d

with life-threatening ca

ncer were twice as likely to ex-

press a significant inte

rest in genetic testing

.

Sarah Michelle Gellar

PharmaVOICE.� �

PODCASTS

Change Agents + Team Coaching —

Transformation from the Inside Out at Sanofi

Thought Leaders: Craig Flanagan, Sano

fi, US; DJ

Mitsch, The Pyramid Resourc

e Group Inc.

WHITE PAPERS

From Clinical to Commercial – Becoming a Fully

Integrated Commercial Organization

Provided by: Campbell Alliance

Five Keys to Successful Collaboration

— Genpact and AstraZeneca Reveal What It

Takes to Work Together

Provided by: Genpact

Change Agents, Team Coaching &

Organizational Transformation — Sanofi

Changes Their Culture and the Game of Work

Provided by: The Pyramid Resourc

e Group Inc.25-YEAR Partnership

Co-founders of NXLevel Solu

tions, an e-learning

company, Peter Sandford and Bob Christensen

celebrate 25 years in b

usiness together.

���� ������

Wendy

White

Frieda

Hernandez

Read. Think. Participate.www.pharmavoice.com

Editorial CalendarIssue Date Content and Bonus Distribution

PharmaVOICE coverstopics from clinicalresearch throughcommercialization.

January Cover Story: The Cancer Market: Detangling OncologyArticles: Where have all the reps gone?; Consumer-Driven Research; Track and Trace: Securing the Supply Chain; The C-Suite: Clinical Service Companies; Market Focus: KoreaShowcase Feature: Social Media

February Cover Story: Re-Imagining The Life Sciences IndustryArticles: Best Practices for Marketing in a Digital World; Electroceuticals; Gen Y Phenomenon; Oncology: Research Trends; The C-Suite:Biotechnology; Market Focus: IrelandShowcase Feature: OutsourcingBonus Distribution: ePharma Summit, February 24 - 26, 2015, Hilton New York; Partnerships in Clinical Trials, April 22 - 24, Boston

March Cover Story: The Internet of ThingsArticles: 3-D Applications in Medicine; The Wearables Craze — From FitBits to the iWatch; Oncology: Patient Care; The C-Suite: EMR/HIT Companies; Market Focus: VenezuelaShowcase Feature: Market ResearchBonus Distribution: PMRG 2014 Annual National Conference, March 15 - 17, Gaylord National, National Harbor, MD

April Special Issue: Innovative Companies

May Cover Story: A 21st Century CEO Challenge: TechnologyArticles: Marketing Through Storytelling; Microchip Modeling; HBA's Rising Stars; Oncology: Early Detection; The C-Suite: Advertising Agencies; Market Focus: SpainShowcase Features: Mobile Solutions; TrainingBonus Distribution: LTEN June 1-4, Phoenix

June Cover Story: Rare Diseases: A Burgeoning MarketArticles: The Patient Engagement Market; Wearables in Clinical Trials; STEM Education; Oncology: Clinical Research Organizations; The C-Suite:Digital Marketing; Market Focus: PolandShowcase Feature: Clinical Trial SolutionsBonus Distribution: DIA June 14-18, Washington, DC; BIO June 15 - 18, Philadelphia

July/Aug. Special Issue: The PharmaVOICE 100

September Cover Story: The Patient Journey: Moments of CareArticles: Advertising in the Mobile Age; Cell Therapy Regulations; SHEconomy; Oncologists: A Specialty Audience; The C-Suite:CROs; Market Focus: ItalyShowcase Features: Marketing; Data Management & Health Information ServicesBonus Distribution: ACO March 26 - 27, Minneapolis; Digital Pharma East; RAPS October 24 - 28, Baltimore; SCDM

October Cover Story: Clinical CrowdsourcingArticles: Visual Content; Research of Controlled Substances; Aging Well; Oncology: Marketing; The C-Suite: Specialty Pharma; Market Focus: NigeriaShowcase Features: Supply Chain & Logistic Management; Patient SolutionsBonus Distribution: HBA Annual Conference, Nov. 12-14, Chicago

Nov./Dec. Special Issue: The Year in Preview 2016Showcase Feature: E-SolutionsBonus Distribution: mHealth Summit

Regular departments include: UpFront, Opinions and Letters, PharmaTrax, Tools of the Trade, Social Buzz, What’s New, On the Calendar, Talent Pool, and Last Word.

*For a full list of conferences and events for bonus distribution of PharmaVOICE, please visit www.pharmavoice.com.

*Editorial subject to change.

86% recognize one

or more thought

leaders featured in

an issue.

86%FIND VALUE

70% have shared

particular articles

with team members

or colleagues.

70%SHARE

80% find content that

addresses topics from

molecule through

market valuable.

80%FIND VALUE

Readership

33%

6%

7%

3%

14%

PharmaVOICE

Applied Clinical Trials

Medical Marketing & Media

Pharmaceutical Executive

PM360

94% find the

multiple thought-

leader perspectives

valuable.

33% say they have read 4 of the last 4 PharmaVOICE issues received.

Read. Think. Participate.www.pharmavoice.com

Expand Your Online Reach to 100,000 users with PharmaVOICE

Online Audience by Company Type:57.2% Pharmaceutical, Biotechnology,

Biopharmaceutical/Biologics, Drug Delivery,Device, Diagnostic or Equipment, Generic,Manufacturing/Packaging

14.4% Contract Research, Drug Development/ClinicalTrials Consulting, Clinical Study/InvestigativeSite (including Academic, Medical Research),Trial/Site Management

16.3% Marketing/Communication Supplier (includingAd Agency/Branding/Electronic/MedicalEducation/Public Relations/etc.)

9.7% Information Technology, Service (includingAnalyst/Attorney/Consultant/etc.)

1.6% Media (including Print/Electronic)

0.8% Other

Online Audience by Job Function:33.2% Corporate Management

18.6% Marketing, Advertising Management

8.4% Product Management, Account Management

3.6% Marketing Research

6.6% Sales Management

8.8% R&D/Project Management, Scientific Review,Analysis, Consulting

7.7% Clinical Trial Management, Clinical Trials/GCPAuditing/QA/QC

2.2% Clinical Monitoring/Investigative SiteManagement

4.1% Regulatory Affairs/Compliance

1.4% Laboratory Analysis,Academic/Research/Teaching

1.4% Data Management/Analysis/Bioinformatic

1.8% Information Technology Management

0.7% Creative Production/Traffic

1.3% Media/ Promotion Management

0.2% Other

Online Audience by Geography:78.4% US

0.8% Canada

0.4% South America

12.4% Europe

8.0% Rest of World

52% have connected

with a thought

leader featured in

an issue.

94% of PharmaVOICEreaders find the mix of key thought-leaderperspectives valuable.

94%FIND VALUE

52%CONNECT

93% spend more time

with a publication

presented in a clean,

easy-to-read format.

93%SPEND TIME

69%

5%

6%

1%

10%

PharmaVOICE

Applied Clinical Trials

Medical Marketing & Media

Pharmaceutical Executive

PM360

69% say PharmaVOICE offers the best overall presentation.

All findings are based on the total number of 919 respondents.

(Not BPA audited)

(Not BPA audited)

Circulation

Read. Think. Participate.www.pharmavoice.com

PharmaVOICE offers thelargest distribution of BPA-qualified subscribersin its marketplace.

41,584

18,255 (June 2013 BPA; BPA audit resigned)

17,038 (Not BPA audited)

25,000

19,655

14,100

PharmaVOICE

Applied Clinical Trials

Life Science Leader

Medical Marketing & Media

Pharmaceutical Executive

PM360

PharmaVOICE offers the largest total distribution.

33,071PharmaVOICE

Applied Clinical Trials

Life Science Leader

Medical Marketing & Media

Pharmaceutical Executive

PM360

PharmaVOICE offers the largest U.S. distribution.

Numbers based on June 2014 BPA.

*Unique Total Qualified represents unique recipients, not the sum of Print and Digital.

Mktg./ Product/ Creative/ Media R&D Clin Trials Lab Clin. Mon. Reg. UniqueCorp. Adv. Brand/ Sales Mktg. Prod./ Promo Project Clin Res. Ana. Inv. Affairs/ Data IT TotalMgt. Mgt. Acct. Mgt. Mgt. Res. Traffic Mgt. Mgt. Mgt. Aca. Site Compl. Mgt. Mgt. Others Print Digital Qualified*

Pharmaceutical, biotechnology, biopharmaceutical, biologics, drug delivery, device, diagnostic, equipment, and generics 9,791 6,680 2,544 1,169 324 35 78 2,678 3,455 285 192 910 475 1,194 - 11,056 28,236 29,810

Contract research, drug development/clinical trial/site management 1,078 173 72 134 37 3 21 372 604 419 332 89 75 46 - 1,543 3,165 3,455

Marketing/communication supplier (incl. ad agency, branding,elec., med. ed., PR) 991 483 300 152 78 96 83 61 10 11 3 7 7 12 - 1,287 2,099 2,294

Service (including analyst, attorney, consultant,and IT) 3,554 435 321 279 112 16 39 299 114 117 29 107 58 195 - 1,281 5,515 5,675

Media (incl. print/electronic) 108 68 24 61 6 18 48 7 4 2 1 - 1 2 - 169 330 350

Other - - - - - - - - - - - - - - - - - -

Grand total 15,522 7,839 3,261 1,795 557 168 269 3,417 4,187 834 557 1,113 616 1,449 15,336 39,345 41,584

Percent 37.3 18.8 7.8 4.3 1.3 0.4 0.6 8.2 10.1 2.0 1.3 2.7 1.5 3.5 0.0 36.9 94.6 100

PharmaVOICE offers the largest distribution of BPA-qualified subscribers in itsmarket sector and reaches the largest number of key decision makers. Coupled with a large pass-along readership andbonus distribution at many industry events throughout the year, PharmaVOICE offers distribution across the life sciences.

11,726* (June 2013 BPA; BPA audit resigned)

17,038 (Not BPA audited)

24,384

17,599

14,002

PharmaVOICE has the lowest cost per thousandcompared with itsdirect competitors.

Print Advertising

Print Edition — Black & White Net Rates

Unit 1x 3x 6x 12x 18x 24x 30x 36x

Page $4,761.00 $4,648.00 $4,469.00 $4,353.00 $4,183.00 $4,038.00 $3,892.00 $3,738.00

2/3 page 4,126.00 4,001.00 3,850.00 3,723.00 3,550.00 3,433.00 3,334.00 3,235.00

1/2 page 3,011.00 3,001.00 2,917.00 2,804.00 2,659.00 2,570.00 2,490.00 2,430.00

1/3 page 2,116.00 2,055.00 1,975.00 1,914.00 1,829.00 1,773.00 1,721.00 1,664.00

1/6 page 1,848.00 1,510.00 1,440.00 1,393.00 1,355.00 1,317.00 1,285.00 1,257.00

Spread 9,041.00 8,816.00 8,492.00 8,272.00 7,949.00 7,671.00 7,395.00 7,100.00

Print Edition — 4/C Net Rates

Unit 1x 3x 6x 12x 18x 24x 30x 36x

Page $6,330.00 $6,218.00 $6,040.00 $5,923.00 $5,754.00 $5,608.00 $5,463.00 $5,309.00

2/3 page 5,698.00 5,571.00 5,421.00 5,294.00 5,120.00 5,004.00 4,905.00 4,806.00

1/2 page 4,670.00 4,572.00 4,488.00 4,375.00 4,230.00 4,141.00 4,061.00 4,001.00

1/3 page 3,685.00 3,625.00 3,545.00 3,484.00 3,400.00 3,343.00 3,292.00 3,235.00

1/6 page 3,142.00 3,081.00 3,011.00 2,963.00 2,926.00 2,889.00 2,857.00 2,828.00

Spread 12,023.00 11,799.00 11,474.00 11,254.00 10,930.00 10,654.00 10,377.00 10,082.00

Color Charges

Match color — additional net cost of ........................$810

or $1,535 for a spread unit

Metallic color — additional net cost of ......................$895

or $1,695 for a spread unit

Cover Positions

Cover 2 ......................................................................$875 net

Cover 3 ........................................................................725 net

Cover 4 ......................................................................1,105 net

• Covers charged at 4/C rate

• 90 days notice required for cancellation

Inserts

• BRC: Must be accompanied by a minimum

2/3 page ad unit; BRC must be at least 3.5 x 5

• Inserts: Billed at the black and white earned

frequency rate. Contact publisher for information

about availability, specifications, and quantity.

PharmaVOICE Offers the

Lowest Cost Per Thousand

12x Rates — 2014

12x 2014 4/color Total

Publication Net Rate Circulation CPM

PharmaVOICE $5,750.00 41,584 $138.27

ACT $5,695.00 18,255* $311.97

LSL $5,950.00 25,000 $238.00

MM&M $6,373.30 14,100 $452.22

PE $6,876.50 19,655 $349.86

PM360 $5,455.40 17,038** $329.18

* June 2013 BPA, BPA audit resigned; ** Not BPA audited

Read. Think. Participate.www.pharmavoice.com

2015 Closing Dates

Frequency: Monthly with combined issues in July/Aug. and Nov./Dec.

Issue Ad Closing Material Due

January 12/8/14 12/15/14

February 1/9/15 1/16/15

March 2/9/15 2/16/15

April 3/9/15 3/16/15

May 4/6/15 4/13/15

June 5/8/15 5/15/15

July/Aug. 6/23/15 6/30/15

September 8/7/15 8/14/15

October 9/10/15 9/17/15

Nov./Dec. 10/16/15 10/23/15

Cancellation policy: Neither the advertiser nor its agency may cancel advertisingafter the ad closing date.

Ad Specifications

Non-Bleed Ad Dimensions Width Height

Spread 18” 11”

Full page 9 11

2/3 page (vertical) 5 5/8 10 1/2

1/2 page (vertical) 4 3/8 10 1/2

1/2 page (horizontal) 8 5/8 5 1/4

1/3 page (vertical) 3 10 1/2

1/3 page (square) 5 5/8 5 1/4

1/6 page (vertical) 2 3/4 4 7/8

1/6 page (horizontal) 5 5/8 2 5/8

Trim Size: Full page 9 w x 11 h. All live area must be at least 1/4 away from trimedges.Bleed Sizes: Full page 9 1/4 w x 11 1/4 h. Spread 18 1/4 w x 11 1/4 h.Fractional bleed units not accepted.

ContactsFor advertising, contact Lisa Banket, Publisher, at 609-730-0196 or lbanket@pharmavoice.com; Cathy Tracy at 203-778-1463 orctracy@pharmavoice.com; or Suzanne Besse at 561-465-5102 orsbesse@pharmavoice.com.

Expand Your Reach with PharmaVOICE Digital Edition

Top Banner• Displayed top center in viewer above every page. (728 x 90 pixels; 50 K file; html, jpeg or gif )

Cost: $3,500• Expandable Leaderboard (Expand to 728 x 200 pixels; 75 K file; html, jpeg or gif )

Cost: $5,000

Large Skyscraper• Displayed right of publication in viewer. (160 x 600 pixels; 50 K file; html, jpeg or gif )

Cost: $3,500

Page “0” Ad• Page "0" ad in the digital edition of PharmaVOICEmagazine, digitally enriched. Cost: $2,500

Ticker Alert on Digital Edition Viewer• 50 characters (5 total) Cost: $1,000

ROB Full-page Ad• Full-page ad in the digital edition of PharmaVOICEmagazine. (One hyperlink included) Cost: $1,500

ROB Fractional Ad• Fractional ad in the digital edition of PharmaVOICEmagazine. (One hyperlink included) Cost: $1,000

Digital Enriched Ads• Let us enrich your ad with animation Cost: $1,000

Hyperlink or Added Media Flash File• Link from PharmaVOICE magazine advertising oreditorial in the digital version of PharmaVOICE magazine.Digital hyperlinking allows you to offer additionalinformation to everyone who reads the issue with a clickthrough to your choice of URL, presentation, PDF, or media file.

Cost: $500Published White Paper or Article• Include a supplied white paper or article in the digitaledition of PharmaVOICE magazine. All hyperlinksincluded within the paper. (Bonus: White paper postedon PharmaVOICE.com for one year. )

1-10 pages — Cost: $2,000more than 10 — Cost: $3,500

Read. Think. Participate.www.pharmavoice.com

Who Inspires You?

The PharmaVOICE 100 answers just that question. This is the issue thatshowcases the individuals who are providing exemplary leadership,driving change, innovating in the clinic and the market, and fostering

relationships to position the industry in the best way possible toserve the ultimate stakeholders: patients.

Each July/August issue of PharmaVOICE features 100of the most inspiring individuals in the life-sciencesindustry as determined by you, our readers. Yourpersonal accounts that detail how these outstandingindividuals throughout the life-sciences industry —executives, peers, colleagues, clients, partners, etc. —inspire you make this special issue come to life.

Every year, individuals of all ages, from all different typesof companies, market sectors, and walks of life arecelebrated for their contributions to their colleagues,companies, and industries. What they have in common istheir unique ability to inspire and motivate others. Theyview industry challenges as opportunities. They arepassionate in their pursuit of excellence. They areinnovative. They pioneer new paths. They are creative. They

are leaders in their field. In short, they make a difference!

Don’t miss this opportunity to contribute to the “feel good” issue of the year! Nominations are duebefore midnight ET on May 1st.

For more information, visit:http://www.pharmavoice.com/100

In addition, the Red Jacket award, introduced in 2014,honors individuals who have been recognized multipletimes throughout the years as a PharmaVOICE 100.These individuals have demonstrated a commitment toinnovation, leadership, mentoring, and philanthropy.Their vision and influence is an inspiration to thosethroughout the life-sciences industry.

This is a great opportunity to show your support of theindustry as a whole and your commitment to the advancesbeing made throughout healthcare by 100 of the mostinspiring individuals you’ll find anywhere.

100 & Red Jacket Awards

Read. Think. Participate.www.pharmavoice.com

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Donato creates an entrepreneurial environment

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drive change and contribute to the development

of organizational goals and commitments. Donato TramutoCEO and ChairmanPhysicians Interactive

Today, leaders need to have to an emotional connection withtheir people; theyneed to provide theinspiration beyond apaycheck. Leadersneed to be able totransform and notjust transact.

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� �LEWIS-HALL

PV

Telling the Patient’s Story

PATIENT-CENTERED.

�������������������

FAITH TITLE: Executive VP

and Chief Medical

Officer

COMPANY: Pfizer

EDUCATION: M.D., H

oward University C

ollege of

Medicine; B.S., John

s Hopkins Universit

y

FAMILY: Husband, Ra

ndy; three children;

one grandson

HOBBIES: Reading

, traveling, shoppin

g, planning

memorable events

for her immediate a

nd extended

family

BUCKET LIST: Visit t

he Pyramids; get a

walk-on or even a

“play dead” role in

any of the CSI prog

rams; dance at

her grandchild’s we

dding

AWARDS/HONORS

: 2012, Savoy’s Top

Influential Women

in Corporate Amer

ica; 2011, Woman o

f the Year,

Healthcare Busines

swomen’s Associati

on;

Distinguished Alum

ni Achievement Aw

ard, Howard

University; Honorar

y doctorate, Coppin

State University,

Baltimore, Marylan

d

ASSOCIATIONS: Am

erican Psychiatric A

ssociation; Patient

Centered Outcome

s Research Initiativ

e; National

Institutes of Health

: Chairperson of the

Cures

Acceleration Netw

ork and Advisory C

ouncil Member of

the National Cente

r for Advancing Tra

nslational

Sciences; Board of

the Foundation fo

r the National

Institutes of Health

; The Harvard Medi

cal School Board

of Fellows; Executi

ve Committee of th

e Clinical Trials

Transformation Init

iative; Committee

Member of The

Institute of Medicin

e’s Forum on Drug

Discovery,

Development, and T

ranslation; Board M

ember of Save

the Children; Advis

ory Board of Ameri

can Heart

Association’s “Powe

r to End Stroke”

SOCIAL MEDIA:

Getting to Know...

Freda C. Lewis-Ha

ll, M.D.

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SPECIAL ISSUE

���

Inaugural RED JACKET AWARD

� � �� �� � �� �

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EUSS

NOITACILBUP

Read. Think. Participate.www.pharmavoice.com

100 — Enhancements

Heighten the exposure of your PharmaVOICE 100 honoree to tens of thousands of industry viewers across all life-sciences disciplines.

The PharmaVOICE 100is the industry’s mostanticipated magazine of the year.

PRINT ADVERTISINGA congratulatory ad is a great way to showcase your

company’s support of your PharmaVOICE 100 honoree.

PODCAST Supplement your marketing campaign with a

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profile and will be included as part of an email blast

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Added bonus: Both are housed on PharmaVOICE.com for 12

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Cost: $4,000

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combination Podcast/PDF package. The podcast is linked to

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includes 5 PV tweets, a posting on the PharmaVOICE

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Showcase Features

Social Media: January 2015Space Commitment: December 2, 2014Sponsored Editorial Deadline: December 9, 2014Ad Material Deadline: December 16, 2014Featured Show Distribution: 14th Annual ePharma Summit

Outsourcing: February 2015Space Commitment: January 5, 2015Sponsored Editorial Deadline: January 12, 2015Ad Material Deadline: January 16, 2015Featured Show Distribution: Partnerships in Clinical Trials

Market Research:March 2015Space Commitment: February 2, 2015Sponsored Editorial Deadline: February 9, 2015Ad Material Deadline: February 16, 2015Featured Show Distribution: PMRG 2015 Annual Conference

Mobile Solutions: May 2015Space Commitment: April 2, 2015Sponsored Editorial Deadline: April 9, 2015Ad Material Deadline: April 16, 2015

Training: May 2015Space Commitment: April 2, 2015Sponsored Editorial Deadline: April 9, 2015Ad Material Deadline: April 16, 2015Featured Show Distribution: Annual Life Sciences Trainers & EducatorsConference

Clinical Trial Solutions: June 2015Space Commitment: May 1, 2015Sponsored Editorial Deadline: May 8, 2015Ad Material Deadline: May 15, 2015Featured Show Distribution: 2015 DIA Annual Meeting

Marketing: September 2015Space Commitment: July 31, 2015Sponsored Editorial Deadline: August 7, 2015Ad Material Deadline: August 14, 2015Featured Show Distribution: e-Patient Connections

Data Management & Health Information Services:September 2015Space Commitment: July 31, 2015Sponsored Editorial Deadline: August 7, 2015Ad Material Deadline: August 14, 2015Featured Show Distribution: 2015 SCDM Annual Conference

Patient Solutions: October 2015Space Commitment: September 2, 2015Sponsored Editorial Deadline: September 9, 2015Ad Material Deadline: September 16, 2015Featured Show Distribution: 2015 mHealth Summit

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61PharmaVOICE � June 2013

Clinical Trial Solutions

prospective data completion where patients re-spond before they are supposed to, and retro-spective data completion (aka the “parking lotsyndrome”), where patients rush to completetheir weekly diary entry just before their visitto the clinic.

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In addition to the aforementioned ePROdata collection tools, clinical trial staff may usereminders that are sent directly to the patientthrough text and/or phone to remind them oftheir completion deadline and alert them ifthey miss it. This is appealing to many becauseit enables real-time communication directly tothe patient that supports compliance prior tothe patient missing the pre-defined timeframefor completion of their diary. It is a proactivecompliance management tool rather than a re-active solution. There are a few things to con-sider when using this technology to get the re-minder strategy correct:» Reminders are most powerful duringthe initial weeks of the patient’s participation in the trial. An Almac study indicates that patients begin to rely less on

the reminders as their time in the trial increases. The percentage of patients whocomplete their diaries after receiving a reminder is significantly higher at the startof their participation than it is two or moreweeks later. Consider allowing patients tocancel reminders after a certain period oftime.

» Reminders are most instrumentalwhen patients are not required to register diary information on a dailybasis. It is much easier for the diary registry to become part of the patient’s routine when daily diary entries are made,but very difficult when they are made lessfrequently.

» Give the patient a chance to registerdiary information prior to receiving a reminder. For example, set up the reminder system so that a reminder is onlysent if the patient has not registered theirdiary 60 minutes prior to the close of thewindow. This will reduce the number of reminders that are sent, saving money andpreventing reminders from becoming a nuisance for the patients. In a 2013 patient survey conducted by Almac, it was indicated that if patients perceive reminders as annoying, they are less likelyto be compliant.

» Consider using a technology that

enables the patient to easily link or access the electronic diary system directly from the reminder vehicle forreal-time response.

� ������������%��#�%� �

Data quality can also be compromised withthe possibility for human error with data cap-ture beyond PRO. This is combatted in anumber of ways. In an attempt to make trialsmore efficient, many firms are choosing toadopt integrated data systems, combiningelectronic data capture (EDC) and interactiveresponse technology (IRT) data (includingePRO). This provides immediate access todata, reducing error while constantly reconcil-ing data and minimizing data redundancy. Asintegration solutions have evolved, the contin-uous challenge is to be able to allow the spon-sor to choose best incase solutions from differ-ent providers while improving the level of dataintegration beyond a transfer or sharing of flatfiles. The good news is that integration bestpractices and experience have significantlyevolved in the market enabling much moreseamless integration between these providers.

There is continued growth in the adoptionof IRT and EDC integration practices as morefirms continue to implement integrated solu-tions. Not only have more firms adopted thesesolutions, they have sought solutions withwide scopes — solutions that encompass abroad range of systems. As scopes increase, sodo opportunities for cross-functional benefitsas systems and workflows are integrated.When systems and workflows are integrated,processes can be standardized, resulting in bet-ter solutions.

The complexity of clinical trials oftenmeans that information is shared across multi-ple systems: systems for screening and ran-domization, drug supply management, clini-cal supply management, and patient-reportedoutcomes. Historically, sites transcribed infor-mation manually among systems. Manualtranscription is inefficient, time-consuming,and has a high probability for human error,leading to data discrepancies for sponsors. Anintegrated IRT/EDC system eliminates theneed to log into more than one system, withdata shared reliably between the two systems.With a successful integrated system, the siteuser should feel confident that the data sharedbetween applications is not only reliable buthigh-quality and lacking in redundancy.

As integrated system use increases, so toomust the scope of what an integrated system

must accomplish. Systems share informationand drive functionality in other systems. Forexample, drug supply management systemsmay need to reconcile damaged drug or incor-rect dosage. Integrated systems can mitigatediscrepancies in data by syncing all informationcoming from sites, data points, and systems —with large-scale global studies with many sitesand data points, the possibility for discrepancyis enormous. Investing in an integrated systemis more cost-effective than attempting to con-trol for, detect, and remove discrepancies.

As the scope of integrated IRT/EDC sys-tems broadens, it becomes increasingly impor-tant to standardize the system’s requirements.Doing so reduces the need for change at thesystem level, encourages the use of standarddata and message formats, and simplifies im-pact analysis during system amendments. Itfurther creates a system of checks and balances.Ideally it should clearly delineate who to con-tact in the event of an error; who handles fail-ures in business or technical validation; inwhich systems the data should be corrected;and how to ensure that any corrected data isn’toverwritten by incorrect data in an adjoiningsystem.

While integrated systems can streamlineprocesses, it is not feasible to develop an inte-gration that can handle every scenario, particu-larly for large-scale global trials. Vendors shoulddevelop for the highest-value scenarios and en-sure that systems communicate to users if man-ual intervention is needed. Integration shouldnot be used to cover up gaps in data validationshould they occur; it should validate the mes-sage and data formats and required data points.

� ���&$� �$

Missing data caused by non-compliance andlow data quality can undermine the efforts of aclinical trial by introducing bias. To increasecompliance and maintain high-quality data,sites can deploy ePRO technologies and tech-niques designed to improve the reliability, accu-racy and compliance of PRO data collection. Anintegrated system can reduce human error, datadiscrepancies and redundancies, and streamlineprocesses and workflow across systems, thereforeleading to overall high-quality data. PV

Almac provides a comprehensive range of serv-ices extending from research through pharma-ceutical and clinical development to commer-cialization of product. ��For more information, visit almacgroup.com.

An integrated system can reduce human error, data discrepancies and redundancies, and streamline processes and workflow across systems, therefore leading to overall high-quality data.

60 June 2013 � PharmaVOICE

Clinical Trial Solutions

Electronic Patient Reported Outcomes and Integrated Systems:

ith all the elements that com-prise a clinical trial — fromdesign to enrollment to analy-sis — it is little wonder thatsuccess can be impeded by

challenges along the way.

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Low patient compliance and low data qual-ity of Patient Reported Outcomes (PROs),such as patient diaries, can be critical chal-lenges in clinical trials. Lack of patient com-pliance is a leading cause of missing data inPROs, and low data quality can also result inmissing data when data are deemed inaccurateand unreliable. High amounts of missing datacan lead to inconclusive trial results and intro-duce bias in the study. The FDA has encour-aged the industry to identify ways to improvethis issue in order to avoid inconclusive trialresults.

Electronic Patient Reported Outcome(ePRO) tools have grown in popularity overthe years and have expanded beyond the use of

hand-held devices to Web, mobile Web, andphone. These tools enable study implementersto employ a number of techniques to minimizemissing patient data and keep data qualityhigh; such techniques are not possible withtraditional methods of collecting patient re-ported data.

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With ePRO, clinical trial staff can enablehard edits that prevent patients from skippingitems or pages. When patients fill out paperdiaries, they can easily omit sections or ques-tions (intentionally or unintentionally); withePRO solutions, patients can be required to fillout all sections by prohibiting them to moveforward until necessary entries are complete.The capture of extraneous data, such as whenpatients include additional information in themargins (which cannot be used in study re-sults), can also be prevented with ePRO. Paperdata collection methods also allow patients toprovide both ambiguous data and contradic-tory data that would likely have to be countedas missing. To avoid ambiguous data (e.g.,multiple responses for a question that requiresa single response), a functionality in ePROmodality can be programmed to allow patientsto provide only one response option where re-quired. Contradictory data (e.g., patients re-sponding that they did not take their medica-tion in one question and later responding thatthey took their medication four times), can beaddressed in ePRO with features such asbranching and prompts.

The time accuracy of the data collected isalso critical to the quality of the data, ensuringconfidence in your trial results. This accuracyis affected negatively when patients do notcomplete their diary on the day or at the timeof day that it is intended to be completed. En-suring date/time accurate data when using tra-ditional paper-based data collection methods is

W

Regulatory View on Missing Data

Missing data are: “data not completed,” “corrupted

in reports & case report forms,” “data not captured

when subject withdraws” (CDISC, 2007)

Th FDA Guidance on PROs states:

» “Missing data can introduce bias and interfere

with the ability to compare effects.”

» “Missing data is a major challenge to the success

and interpretation of any clinical trial.”

» “When the amount of missing data becomes

large, clinical trial results can be inconclusive. We

encourage pre-specified procedures in the

clinical trial protocol to avoid missing data.”

VALARIE HIGGINS, VP, Operations, Almac Clinical Technologies

RICHARD WZOREK, Director, Production IT, Almac Clinical Technologies

impossible, whereas date/time accuracy is oneof the most significant benefits of ePRO solu-tions. ePRO solutions are able to stamp datawith the date and time of completion to ensurethat the responses are logged within the re-quired time frame. ePRO solutions can also beprogrammed to only allow patients to recordtheir information during pre-defined timeframes to ensure that the information recordedis for the intended date and time. This solutionessentially eliminates the challenges that existwith traditional paper-based methods:

EFFECTIVE SOLUTIONS FOR ENHANCED COMPLIANCE AND HIGH DATA QUALITY

Contributed by

77PharmaVOICE � May 2013

Showcase: Training

Maximize your learning technology investment with Training Innovation & Learning Technology (TILT)

Assessment

For more information, please contact Rich Waite at robert.waite@tgas.com or visit us at www.tgas.com.

How well are you leveraging technology to maximize performance?

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How well are y

e perfmaximizeraging tecvleHow well are y

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have to focus on the relationships at the top ofthe business so that they can start learningwhat the real business objectives are and bring-ing those insights back to their programs.”

Training leaders also have to learn how tospeak the language of business leaders.

“Too often, we see learning leaders trying tospeak the language of academia to businessleaders and this doesn’t sync with them,” Mr.Harward explains. “Training leaders need tospeak their customer’s language, which in-cludes understanding what the business re-quirements are, what the business needs, whatthe return on investment is, and so on.”

Mr. Harward also suggests that trainingleaders learn to create what he calls short, mis-sion critical training programs.

“They need to use subject matter experts to

Training ValueSales representatives are the face of a com-

pany and a key channel from which important

product and corporate information is relayed

to customers. The training of reps is critical to

ensuring they have broad clinical knowledge

and credibility. And it’s a two-way street — the

more informed reps are the more likely they

are to have productive conversations that

glean customer insights and impact the bot-

tom line.

2012 SPBT Industry Landscape Study

The 2012 SPBT Industry Landscape Study

surveyed 43 different pharmaceutical, biotech,

device, and diagnostic companies, representing

42,000+ sales people and 180+ salesforces.

» On average newly hired sales reps receive

about 30 days of clinical training, broken

down as follows:

� For primary care physicians: 33.1

� For hospital physicians: 29.4

� For oncology physicians: 30.4

� For specialty physicians: 29.6

� For medical device physicians: 26.4

� For diagnostic physicians: 28.6

» 94% of companies offer sales reps compli-

ance training

� About 9 hours of new rep training is

dedicated to compliance.

» 94% of companies offer sales reps disease

state knowledge training

��For more information or to purchase the

study contact Miki St. Clair at

mstclair@spbt.org.

Ogilvy CommonHealthWorldwide400 Interpace Pkwy.Parsippany, NJ 07054Phone: 973-352-1000 Fax: 973-352-1500www.ogilvychww.com

An Overwhelming AdvantageOgilvy CommonHealth Worldwide, representingthe largest assembly of creative talent in theworld of healthcare communications with 65 offices across 36 countries, provides marketingservices including brand identity and develop-ment, clinical trial recruitment, digital/interactiveservices, direct-to-consumer, direct-to-patient,global integration, managed care marketing,market research and analytics, medical advertis-ing and promotion, medical education, mediaplanning and buying, public affairs and relations,relationship marketing, scientific communica-tions and publications and strategic consulting.The organization also houses and maintains individual Ogilvy CommonHealth and OgilvyHealthworld brand identities within the marketplace.

78 May 2013 � PharmaVOICE

Showcase: Training

create programs that have a very short shelflife,” he says. “They need to create programsthat do not have to be made into courses andmake these available to the audience througheasy-to-access learning portals. Learning lead-ers need to recognize that learners want accessto information in real time. They don’t want tohave to wait two months for a course to get

what they need. The greatest disruptive tech-nology to the training profession has been thesearch engine. Now, learners can search forcontent to solve their problem.”

Ms. Bendele says virtual learning environ-ments are critical to the upcoming generationsof learners and the need for economic efficien-cies.

“Face-to-face classroom environmentsare no longer consistently feasible,” shesays. “There is not only one learning solu-tion, and luckily blended approaches havemany options. The capability of joining avirtual learning environment from aSmartphone is great progress if we lookback a decade. PV

VIEWPOINTSJAY GOLDMAN

Senior VP Innovation

Klick Health

Training in the MomentReps need to be provided with

ongoing, in-the-moment training, served up in small

bite-sized snippets. These are then put into practice

immediately, shortening the time gap between

learning and execution and reinforcing lessons and

resulting retention.

Mobile TechnologySales reps need to be equipped with mobile

devices, such as smartphones and tablets with apps

like iConnect. Activated by the rep’s skill level,

behavior, and geo-location, training reminders and

refreshers can be delivered before stepping into an

appointment. These devices can also be used to

guide presentation details all while keeping up with

regulatory guidelines.

LESLIE PRIVES

Consultant

Ogilvy Healthworld Marketing

Analytics & Consulting, part of

Ogilvy CommonHealth

Worldwide

A Tech-tonic ShiftThe rapid and far-reaching emergence of iPads and

tablets marks the decade’s most significant sales-

technology shift. Initially just a new way to

communicate marketing-driven content, this trend

has evolved to include apps for CRM, sales support,

video MSL consultation, and training. New

m-learning functionality puts targeted training, sales

tools, and info at employees’ fingertips when and

where they need it, letting them learn and apply

knowledge as they go for more relevant training,

real-time knowledge transfer, and faster skills/

behavior adoption.

DALE TZENG

Associate Director

Ogilvy Healthworld

Marketing Analytics &

Consulting, part of Ogilvy

CommonHealth Worldwide

Message Delivered: Improved OutcomesImproved patient outcomes are the ultimate

business value driver. Proper training allows the

rep to effectively deliver the message to the

physician, resulting in better — or more

informed — use of the product. Furthermore,

the more effectively the rep delivers the

message to the physician, the better prepared

the doctor is to communicate product value to

the patient. In doing so, patient compliance in-

creases, improving outcomes and resulting in

stronger adherence — more prescriptions —

for the brand.

GARY O’GRADY

General Manager

Pharmaceutical Institute

A Culture for ExcellencePerformance excellence,

leadership, innovation, and career development

cannot be reached without the presence of an

aligned workplace culture. Many companies aspire

to a culture of excellence, leadership, and

innovation, but few are willing to make the lasting

investments and undergo the changes necessary

to achieve cultural alignment. Senior leadership

must commit to championing these goals openly,

investing training resources toward their

achievement, and aligning the organizational

reward system to reinforce them.

Preparing for the Best OutcomesTo engage providers in the increasingly cost-

conscious, outcomes-driven environment ushered

in by the ACA, customer-facing teams must be

able to discuss appropriate product use in the

context of both the patient’s care continuum and

the provider’s evidence-based treatment protocol.

Effective training will prepare customer-facing

roles for the changing nature of the rep-provider

dialogue and equip them with knowledge of the

factors that drive providers’ decisions, such as

appropriate use, protocols, and provider

economics.

ROBERT WAITE, M.ED.

Training & Development

Practice

TGaS Advisors

Mapping Key to SuccessThe key to performance

excellence is to ensure a well-defined training

continuum that maps out employees’ training and

performance expectations throughout the

different phases of their tenure. The plan needs to

have a strong focus on both formal and informal

learning events, including on-the-job and

application-based training activities support by

on-going coaching and mentoring.

Living in the Real-WorldWe’ve found that the greatest impact on

performance and behavior change occurs during

informal training activities that allow learners to

practice, apply, and evaluate their ability to apply

knowledge in real-world situations. As a result,

many traditional learning structures are being

reanalyzed and redesigned to accommodate a

much broader array of application-based learning,

including real-life simulation, verbalization,

and on-the-job pull-through activities.

These activities are likely to have the

greatest impact on performance, which

ultimately has a positive impact on patient

outcomes.

63PharmaVOICE � September 2013

908-782-4921 artcrafthealthed.com

Guided by strategyOur customized health education solutions ensure that key audiences understand your product and how to use it. We can develop an animation to show mechanism of action. An app to track symptoms. An easel to help healthcare professionals discuss treatment options.

Reinforce your brand with creative solutions based on objective metrics. Because clear messages work best.

82-4921908-7omalthed.cafthecrtar

om

62 September 2013 � PharmaVOICE

will not be comprehensible to pa-tients who only want to know howa condition affects their body. Andto ensure that sharp-eyed HCPsdon’t detect anatomical flaws,MOA animations should always bedeveloped by Certified MedicalAnimators, scientific artists whohave advanced science degrees.

Moving beyond the currentglamour leaders, apps and anima-tion, digital seems to be everywhere. Disease-state and product websites continue to growmore sophisticated. Clinical trials are increas-ingly using digital media to recruit and retainpatients, while creating stakeholder communi-ties. Interactive PDFs containing embeddedmultimedia can lessen the drudgery of filling outforms. There are even digital refrigerator mag-nets that change color to indicate when it’s timeto take the next dose.

����'� �#%��#'�����'�

So, with the headlong rush to digital, is itnow the media of choice for patient education?

It depends. The choice of media is often dictated by the

disease state. For education aimed at peripheralneuropathy patients, a plastic, tactile touchpadcan enable users to judge the severity of their dis-ease by how well they detect differences in sur-face textures. But, education aimed at maculardegeneration patients is better suited to digital,where users at a desktop or laptop computer canalter the size of type or zoom in on an image tosuit their vision requirements.

Sometimes the choice of media is dictated bymore practical concerns. Many clients prefer tra-ditional digital. With paper they don’t have toworry about users randomly clicking throughthe message. They don’t have to worry about thebattery running out or finding a WiFi hot spot.There’s no learning curve to using a piece ofpaper. Most importantly, when a healthcare pro-fessional engages a patient using a dimensionalresource it naturally builds their relationship in

When a healthcare professional engages a patient using a dimensional resource it naturally builds their relationship

in a way that handing the patient a QR code cannot.

Showcase: Marketing

n patient education, digital is hot rightnow. Red hot. Pharmaceutical mar-keters want a sexy digital applicationthat educates patients about a newtherapy, reminds them to adhere to

their dosing schedules, and looks good doing it.The reasons behind their “everything digital”approach are clear:» Portability, making it easier to move content

onto multiple platforms» Scalability, with the promise of one message

being repurposed to multiple devices: laptop,desktop, tablet, and smartphone

» Interactivity, such as self-paced education,games, and response-based content, each ofwhich customizes a patient’s educational ex-perience

» Multimedia, integrating multiple visual andaudio elements to enhance the user experi-ence

» Sizzle, with digital perceived as cutting-edgecompared with traditional mediaLeading the way in digital is an insatiable de-

mand for portable device apps. Apps are an idealmedium for symptom trackers, adherence re-minders, appointment reminders, calorie coun-ters, and just about anything else that helps busypeople maintain their mobility.

Apps are great, if they’re the right tool for thejob. A well-designed app that enables angina pa-tients to record the time and duration of everyattack is going to be a huge hit. Patients willlove the convenience; healthcare professionals(HCPs) and pharmaceutical product managerswill appreciate the reliable data.

On the other hand, a poorly designed app fortracking multiple sclerosis relapses could easilyrequire more dexterity than its users can muster.A negative user experience can quickly damagereputations.

An impressive mechanism of action (MOA)animation is high on every product manager’swish list because it can open doors for pharmareps and encourage patients to ask for a productby name. But one MOA animation is unlikely todo both jobs well. A high-science MOA anima-tion that resonates with clinical trial researchers

I

Paper or Plastic? OR PIXELS?

RICH MILLERVP, Creative DirectorArtcraft Health Education

Contributed by

Artcraft Health Education is a marketing communica-tions agency specializing in educational solutions forhealthcare professionals, patients, and caregivers. Ourextensive background with pharmaceuticals, biotech-nology, and medical devices enables us to meet mostany challenge in health education. Our patient educa-tion materials empower patients to better understandtheir condition and treatment goals and make moreinformed treatment decisions. Better understandingby patients can help clients achieve their health out-come goals and marketing objectives. ���For more information, visit artcrafthealthed.com.

Patient education is rushing headlong into digital as the medium of choice. And rightly so, because digital can provide unique benefits, including a sky-high “wow” factor. But, digital is not the ideal medium for every situation. Choice of medium should be an objective, measured decision.

LYNN ALTMAIER, BSN, MScSenior Medical WriterArtcraft Health Education

Contributed by

a way that handing the patient a QR code can-not.

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The choice of medium should be an objective,measured decision. At Artcraft Health Educa-tion, we begin by applying our CARE principlesto ensure that client messaging is clear, action-able, relevant, and engaging. Next, we provide afocus room where we can observe real patientsand how they interact with various educationalmaterials. Then, our staff of nurse educators, cer-tified medical illustrators, designers, and medicalwriters uses our knowledge of patient behavior tobrainstorm ideas for the optimum way to educatea specific audience. Finally, we consider the liter-acy level and demographics of the intended audi-ence and the competitive landscape of our client’sproduct. Based on all that information, we canrecommend which medium is most likely to de-liver a high return on investment. PV

Read. Think. Participate.www.pharmavoice.com

MarketPlace.com

61PharmaVOICE O c t o b e r 2 0 1 0

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Read. Think. Participate.www.pharmavoice.com

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*Ask your sales representative about additional services , includingdedicated e-mail promotions at $400/M, online advertising, and more.

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Our professionally written articles, case studies, and white papers feature unique aspects of a

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Experience old-fashioned service while enjoying new media communications that connect

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Leverage marketing solutionsfrom our extensive strategicmarketing channels todevelop a powerful mediaand marketing plan thatintegrates print advertisingand online marketing in anunmatched content-richenvironment with maximumreach.

From building brandrecognition to leadgeneration, by combining theright programs we can stretchyour budget to achieve shortand long-term goals.

Content development andassistance is available to helpclients develop compellingthemes and produce expertcommunications.

Contact us to learn moreabout how we can build yourcustom marketing program.

Lisa BanketPublisher609-730-0196 lbanket@pharmavoice.com

Cathy TracyNational Account Manager 203-778-1463ctracy@pharmavoice.com

Suzanne BesseNational Account Manager 561-465-5102sbesse@pharmavoice.com

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A Real­Value Proposition

Lowest CPM in the Industry With the lowest cost per thousand, you cancommunicate your capabilities to thousandsof potential and current clients.

Targeted Exposure (Positioning and Brand Awareness) C-level, R&D, Marketing, IT, Sales, Education,and Brand Professionals looking forcompetitive intelligence have direct access toinformation about your company's productsand services.

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Partnership Opportunities Tap our vast relationships with companiesthroughout the industry for potential business synergies.

Access to an Objective Source of Information Our media solutions provide a trusted,objective platform for suppliers tocommunicate their experience, capabilities,products, and services. Buyers seekinginformation about service providers canperuse articles, case studies, white papers,research, news releases, and more in a non-sales oriented environment.

Commitment to Quality We are committed to improving the life-sciences industry, aggregating high-quality resources, and contributing to the success of our clients.

PharmaVOICE offers access to its experts to delivermeasurable results for your marketing efforts.

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PharmaVOICE Magazine — Added­Value OpportunitiesDepending on your advertising program in the print edition of PharmaVOICE magazine, you will receive a variety of value-added benefits:

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Print advertisers receive a 20%

discount on reprints.

ReprintsReprints from PharmaVOICE featuring

your thought leaders for use as

promotional materials for shows,

client meetings, and online serve as a

trusted third-party testimonial.

Customize article reprints with your

company’s logo, contact information,

or corporate ad.

For details on reprints

please contact:

Marah Walsh

215-321-8656

mwalsh@pharmavoice.com

J a n u a r y 2 0 0 7 PharmaVOICE

Published in January 2007

Copyright 2007 by PharmaLinx LLC

oorr ssppoonnssoorrss,, cclliinniiccaall ddaattaammaannaaggeemmeenntt ssyysstteemmss ((CCDDMMSS))hhaavvee ttrraaddiittiioonnaallllyy ffoorrmmeeddtthhee hhuubb ooff aa ddaattaa mmaannaaggee--

mmeenntt ddeeppaarrttmmeenntt’’ss IITT iinnffrraassttrruucc--ttuurree.. Data managers typically worked

within their CDMS to ensure the complete-ness and accuracy of trial data through auto-mated edit checks, manual reviews, andutilities to load and reconcile any trial dataprovided by labs, devices, or other sources.According to Glen de Vries, cofounder andchief technology officer at Medidata Solu-tions Worldwide, the reason CDMS wastheir primary system was because transcrip-

Is EDC the next CDMS?

tion of paper CRFs into CDMS marked thebeginning of the period when a data man-ager could interact with clinical informa-tion.

“Logging into the CDMS in the morningwould be as automatic and natural to the datamanager as opening a word processor wouldbe to a novelist,” he says. “And it still is.”

But Mr. de Vries says because fundamentalshifts are occurring in clinical trials, the firstsystem a data manager logs into in the morn-ing may not be a CDMS for much longer.

“The increasing adoption of EDC parallels,and is a reflection of, the increasing desire toreview clean data earlier in the trial process,”he says. “And the expanding adoption of EDCmeans that more data managers mark the firsttime data are available to them by when infor-mation is entered into EDC by the site —long before it reaches a CDMS database.”

The compelling reasons why a data manag-er would even need a separate CDMS are sim-ilarly diminishing. EDC tools have typicallyincluded edit checks, query management, andmanual data review tools, but in many casesMr. de Vries says they had limitations thatrequired aspects of those activities to be exe-cuted in another downstream system.

“Today’s more sophisticated EDC plat-forms in many cases include industrial-strength data management tools, meaningthat data managers can perform all of theirwork in a single system,” he says. “In somecases, today’s EDC platforms also include fac-ulties to batch load lab and other data anddouble-data entry capabilities so that hybridstudies with paper CRFs and online eCRFscan be handled without the separate overhead

of deploying and managing a CDMSdatabase.”

MAKING A CASE FOR LEGACY SYSTEMS

A case can sometimes still be made formaintaining legacy CDMS systems becausethey are deeply integrated with other hubswithin a pharma, biotech, or device company.

“Even if a company’s EDC system is provid-ing the trial manager with a complete studydatabase, there may still be needs around safety,documentation, site reimbursement, signaldetection, data warehousing, or resource alloca-tion and management that stem from an exist-ing CDMS installation,” Mr. de Vries says.“However, even in those cases, integrationtoolkits and off-the-shelf components to con-nect to those systems directly is slowly becom-ing the rule, rather than the exception, withinthe EDC industry.”

SEPARATING EDC FROM CDMS

Mr. de Vries says, in the end, the semanticdistinction between EDC and CDMS willbecome difficult to discern.

“CDMS has always contained a componentof capture, albeit one based on transcriptionrather than direct entry,” he says. “And sincecapturing data is one of the first things donewithin an EDC system, not the last, the wordcapture at the end of EDC’s acronym obscuresthe true potential and utility of many systems.”

In the case of both CDMS and EDC, Mr. deVries concludes, data are gathered, managed,and — increasingly with EDC — passed on fordownstream analysis. Perhaps EDC is thereforenot a replacement for CDMS, but can be con-sidered as its next logical evolution.�

PharmaVOICE welcomes comments about this

article.E-mail us at feedback@pharmavoice.com.

Glen de Vries

between EDC and CDMSwill become difficult todiscern. CDMS hasalways contained a component of capture,albeit one based on transcription rather thandirect entry.

THE LINES BETWEEN EDC AND CDMS CONTINUE TO BLUR as

technology catches up with practicality and the need for cleaner data faster.

GLEN DE VRIES, COFOUNDER AND CHIEF

TECHNOLOGY OFFICER OF

MEDIDATA SOLUTIONS WORLDWIDE,

DISCUSSES WHY EDC IS NOT A

REPLACEMENT FOR CDMS BUT IS THE

NEXT LOGICAL EVOLUTION.

FTo access a FREE Podcast on this topic, featuring Glen de Vries, go to pharmavoice.com/podcasts.

VIEW on data management

PharmaVOICE guarantees value-added benefits on every purchasedprogram.

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