Pharmaceutical Executive Europe - November/December 2007 - (Page 51) Pharmaceutical Executive Europe Nov/Dec 2007 The Mix 51 Digital media is ripe for data mining. The age of 24/7 feedback not only offers consumers the chance to exchange information instantly, but for companies to have instant access to analysis about these interactions. Imagine, only a decade ago, having the ability to assemble thousands of patients from different geographies, with immediate insight into their most pressing concerns and strongly held beliefs? With social networking technology, pharmaceutical companies can get a faster and better read on the language and experiences of their patients — from lifestyle concerns to satisfaction with treatment, from unmet needs to ongoing fears and frustrations. Having employees who are digitally savvy means companies can harness these insights to accelerate innovation, deepen understanding and compliance and, ultimately, help people lead healthier lives. Perhaps the greatest irony of the digital age is that the internet has restored the original conversation dynamic of the market place. A new study in The New England Journal of Medicine reinforced the idea that the company we keep can have an important impact on our health. As online social networking reaches a new phase, the business case for harnessing these consumer voices, and the influence they carry, is becoming apparent. The power of conversation is growing. Highly regarded medical authority and NBC Today Show expert Dr Nancy Snyderman says, “Ten years from now, I believe we will look back and reflect on the significant and lasting ways that social communities have affected the public health.” Are your employees ready? Three years ago, being digitally savvy meant having fresh web content. But today, the digital world means much more. The evolution of digital technology is reshaping the business landscape for pharmaceutical companies, where health and emotion are inextricably linked and markets are conversations. By having a well-trained force of digitally savvy professionals, we can facilitate healthier conversations… to enhance patient education, speed innovation, deepen brand loyalty, and engender public trust. To truly harness this power, pharmaceutical companies must become digitally driven. This means having the right expectations, training programmes and strategy in place, not just for a small group of professionals, but for all employees. Those who delay or delegate will stall. The winners will be those who embrace digital today, who empower their employees to think aggressively and innovatively about the implications and opportunities this change brings. And who, in doing so, will lead our industry toward a new way of communicating and, ultimately, a new way of doing business. Data Expectations Internet-based study communication systems should supply more than just reports, writes Rob Turcan. T here are two goals in drug development: deliver new drug compounds to market faster and eliminate non-viable compounds from development platforms sooner. In the never-ending pursuit of these goals, the interaction between CRO study directors and drug sponsors is being increasingly improved by an assortment of on-line study management tools. Indeed, data are only useful to sponsors if they have ready access to it. And enabling clients to respond to study issues and decisions sooner reduces the time to make earlier and more informed go/no-go decisions. To that end, Internet-based monitoring and communication systems for nonclinical study data are becoming ever more popular. Clients can access their data when it suits their schedule. If they see something that needs immediate attention, they can contact the study director. Enabling clients to respond to study issues and decisions sooner reduces the time to make earlier and more informed go/no-go decisions. Rob Turcan There are a number of capabilities drug sponsors should consider when using these systems. Chief among them is unfettered access to data and ongoing communication. “Clients have come to expect technology and web-based communication to help them get faster and better access to their study data,” says Cathe Brown, vice president of Business Development for Covance in Harrogate (UK). “The idea is to extend and enhance communication and data flow.” Consider the following when evaluating proprietary or off-the-shelf solutions offered by CROs and other outsourcing providers: ● Make study data available, any time, anywhere. The sun never sets on compound
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