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. Currid jcurrid@advanstar.com Sales Support Claire Rice crice@advanstar.com Graphic Designer Ian Williams iwilliams@advanstar.com Production Director Jo Armstrong jarmstrong@advanstar.com Repro Art Worker Alan James ajames@advanstar.com Advanstar Communications (U.K.) Ltd Managing Director Helen Gardner Corporate Office Advanstar Communications Inc. 7500 Old Oak Boulevard Cleveland OH 44130, USA Advanstar Communications Inc. Chief Executive Officer Joseph Loggia Chief Financial Officer Theodore S. Alpert Chief Marketing Officer Patricia Joseph Executive VP, Corporate Development Eric I. Lisman VP, Treasurer & Controller Shelbie O’Brien VP, Publishing Operations Francis Heid VP, Human Resources Nancy Nugent VP, Chief Technology Officer Rick Treese VP, Marketing & Communications Georgiann Decenzo VP, General Counsel Ward Hewins D Subscribe online at www.pharmexeceurope.com Pharmaceutical Executive Europe is free to qualified subscribers in Europe. To apply for a free subscription, or to change your name or address, go to www.pharmexeceurope.com, click on Subscribe, & follow the prompts. To cancel your subscription or to order back issues, please email your request to magazines@superfill.com, putting PEE in the subject line. Please quote your subscription number if you have it Non-qualified readers in Europe Readers outside Europe 1 year (8 issues) £100 £140 2 years (16 issues) £170 £240 Current issue: Back issue: £20 £35 Copyright ©2008. Advanstar Communications (UK) Ltd. All rights reserved. No part of this publication may be reproduced in any material form (including photocopying or storing it in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright owner except in accordance with the provisions of the Copyright, Designs & Patents Act (UK) 1988 or under the terms of a licence issued by the Copyright Licensing Agency, 90 Tottenham Court Road, London W1P 0LP UK. , Applications for the copyright owner’s permission to reproduce any part of this publication should be forwarded in writing to Permissions Dept, Advanstar Communications (UK) Ltd, Advanstar House, Park West, Sealand Road, Chester CH1 4RN, UK. Warning: The doing of an unauthorized act in relation to a copyright work may result in both a civil claim for damages and criminal prosecution. jupton@advanstar.com Editorial Advisory Board Pharmaceutical Executive Europe’s Editorial Advisory Board (EAB) is a distinguished group of specialists who represent various facets of the pharmaceutical industry. EAB members suggest article subjects relevant to the industry, review article manuscripts, participate in events and answer questions as they arise. CSR Francis P. Crawley Executive Director General, Good Clinical Practice Alliance Biopartnering Gerhard Symons Doctoral Researcher, Taneka Business School, Imperial College, London Branding Rebecca Robins Global Marketing Director, Interbrand Healthcare Business/Marketing Steve Mackenzie-Lawrie Consultant, SML Associates Executive/Strategy David Barratt CEO, Euro RSCG Life UK Medical Education Peter George CEO, Penn Pharmaceutical Services Business/Marketing Keith Allan Head of Global Product Advocacy, Novartis Pharma Clinical Trials Nathan Waller Director, Account Management, PAREXEL International Supply Chain Julian Mount Senior Director, Head of European Trade, Pfizer Outsourcing Andy Parrett European Outsource Manager, Mundipharma Research Ltd http://www.pharmexeceurope.com http://www.pharmexeceurope.com

Table of Contents 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

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