Pharmaceutical Executive Europe - March 2008 - (Page 4) 4 From the Editor March 2008 Pharmaceutical Executive Europe Pharmaceutical Executive Advancing business leadership Going Forward o you like the title of this piece? Or is it bland and vague? The usual noncommittal management speak? Of course it is. But ‘going forward’ was a phrase repeated so often during The Economist’s Pharma 2020 Conference last month that I lost count of how many times I heard it. That’s not altogether surprising, as the conference looked to the pharma landscape 12 years from now. But an irony hung over the day: the unanswered question, “Is pharma actually going forward?” seemed to seep through every presentation. Nigel Brooksby, of Sanofi-aventis and ABPI, was the worst offender. I counted 635 “going forwards” in his speech. Actually that’s an exaggeration, but it was a lot. “I don’t fear the future,” he said at one point. “I’m excited by it.” Well, I would be too if I were retiring in a couple of years. But Brooksby’s overuse of the phrase illustrated perfectly what’s wrong with it: it isn’t confident. It suggests embracing the future only very cautiously, making tentative steps. It’s not radical, it’s not “charging ahead” or “racing in front.” It was fear, of course, that really dominated the day, as betrayed by Mike Owen’s (GSK) dramatic proclamation: “The perfect storm is now clearly upon us,” and Arthur Higgins’ prediction: “We’re in for a train wreck in healthcare 10–15 years from now.” Indeed, it was Higgins, Pfizer’s chairman of the board, who drove his points home most successfully. “It’s unacceptable that we’re still considering the patient as we did 100 years ago,” he said. “Patients are no longer the passive recipients of healthcare.” He called for real action, advocating swifter switchover from prescription to OTC and, while still resisting DTC, maintaining, “information should be given and deemed acceptable based on its quality and not the source providing it.” Thankfully, he also eschewed the ubiquitous phrase that dominated the day. “We must work together with a new sense of urgency,” he said. That sounds to me like the best method of going forward. I’d Julian Upton like to know your thoughts too. Pharmaceutical Executive Europe provides industry intelligence so managers in the European pharmaceutical community can advance their business, management and marketing practices to gain competitive advantage. PEE interprets the current and future challenges the industry faces and enables pharmaceutical professionals to overcome them with cost-effective, time-saving solutions. Group Publisher Andy Davies Tel. +44 1244 393 408 adavies@advanstar.com Editorial Director Peter Houston Tel. +44 1244 393 435 phouston@advanstar.com Editor Julian Upton jupton@advanstar.com Associate Editor Victoria Farrell vfarrell@advanstar.com Marketing Manager Sally Carron scarron@advanstar.com Associate Publisher Kevin McGeehan kmcgeehan@advanstar.com North American Sales Manager John J. 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Table of Contents Feed for the Digital Edition of Pharmaceutical Executive Europe - March 2008 Pharmaceutical Executive Europe - March 2008 Contents From the Editor News and Analysis Brussels Report Calendar The Next Wave of Pharma Talent The New World Order Share of Voice to Share of Care Notes on a Meeting The Malta Story Motivation Across Borders The Mix No GUTs, No Global Green is Good Last Word Pharmaceutical Executive Europe - March 2008 Pharmaceutical Executive Europe - March 2008 - Pharmaceutical Executive Europe - March 2008 (Page 1) Pharmaceutical Executive Europe - March 2008 - Pharmaceutical Executive Europe - March 2008 (Page 2) Pharmaceutical Executive Europe - March 2008 - Contents (Page 3) Pharmaceutical Executive Europe - March 2008 - From the Editor (Page 4) Pharmaceutical Executive Europe - March 2008 - From the Editor (Page 5) Pharmaceutical Executive Europe - March 2008 - News and Analysis (Page 6) Pharmaceutical Executive Europe - March 2008 - News and Analysis (Page 7) Pharmaceutical Executive Europe - March 2008 - Brussels Report (Page 8) Pharmaceutical Executive Europe - March 2008 - Brussels Report (Page 9) Pharmaceutical Executive Europe - March 2008 - Calendar (Page 10) Pharmaceutical Executive Europe - March 2008 - Calendar (Page 11) Pharmaceutical Executive Europe - March 2008 - The Next Wave of Pharma Talent (Page 12) Pharmaceutical Executive Europe - March 2008 - The Next Wave of Pharma Talent (Page 13) Pharmaceutical Executive Europe - March 2008 - The Next Wave of Pharma Talent (Page 14) Pharmaceutical Executive Europe - March 2008 - The New World Order (Page 15) Pharmaceutical Executive Europe - March 2008 - The New World Order (Page 16) Pharmaceutical Executive Europe - March 2008 - The New World Order (Page 17) Pharmaceutical Executive Europe - March 2008 - Share of Voice to Share of Care (Page 18) Pharmaceutical Executive Europe - March 2008 - Share of Voice to Share of Care (Page 19) Pharmaceutical Executive Europe - March 2008 - Share of Voice to Share of Care (Page 20) Pharmaceutical Executive Europe - March 2008 - Notes on a Meeting (Page 21) Pharmaceutical Executive Europe - March 2008 - Notes on a Meeting (Page 22) Pharmaceutical Executive Europe - March 2008 - Notes on a Meeting (Page 23) Pharmaceutical Executive Europe - March 2008 - The Malta Story (Page 24) Pharmaceutical Executive Europe - March 2008 - The Malta Story (Page 25) Pharmaceutical Executive Europe - March 2008 - The Mix (Page 26) Pharmaceutical Executive Europe - March 2008 - No GUTs, No Global (Page 27) Pharmaceutical Executive Europe - March 2008 - No GUTs, No Global (Page 28) Pharmaceutical Executive Europe - March 2008 - No GUTs, No Global (Page 29) Pharmaceutical Executive Europe - March 2008 - Last Word (Page 30)
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