Pharmaguy's Insights Into Drug Industry News
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Pharmaguy's Insights Into Drug Industry News
Pharmaguy curates and provides insights into selected drug industry news and issues.
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The Biotech Devil's Dictionary: A Guide to Biotech Buzzwords & Other Inane Jargon

The Biotech Devil's Dictionary: A Guide to Biotech Buzzwords & Other Inane Jargon | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Biotech can be a breeding ground for jargon, coded language, and outright nonsense, as investors and scientists probe the depths of linguistic absurdity to explain why the thing they do is just that much more special than all the other things out there. We wanted to celebrate this proud tradition — and so, like a canny capitalist repurposing an old drug, we stole an idea.

Ambrose Bierce began “The Devil’s Dictionary” in the late 1800s, creating a satirical lexicon he updated weekly before wandering off to Mexico to die. We sought to replicate at least part of that story — hence, The Biotech Devil’s Dictionary. Entries appear semi-regularly in The Readout, our free daily biotech newsletter. (Shameless plug: Subscribe here!)

Here, in one place, are the entries we’ve compiled so far. If they offend you, just remember that Bierce defined a reporter as “a writer who guesses his way to the truth and dispels it with a tempest of words.” So there’s that.

Pharma Guy's insight:

Pretty funny!

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How to Improve Patient Engagement by Partnering with #Pharma Legal Overlords

How to Improve Patient Engagement by Partnering with #Pharma Legal Overlords | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Jutta Ulbrich, Head of Patient Engagement, and Kristin Buetecke, Head of Legal, for AbbVie Germany, presented a case study at the recent Barcelona 2016 conference. The study detailed efforts that the German affiliate had embarked on to help translate the concept of patient centricity into reality. As they explained, “Employees often haven’t been as patient-centric as they’d like to be because they worry that by trying to help, they might end up inadvertently over-stepping the mark.”

The realization that employees were often deterred from engaging with patients out of fear that they might act inappropriately motivated the Patient Engagement Team to seek a solution. They decided to partner with the legal department to create a guidebook for patient interactions. The digital manual that has been produced provides a comprehensive framework of information that can be used daily by all staff, and offers guidelines for many of their interfaces with patients. The intention was not to create another policy but to develop a ‘one-stop’ digital manual where all policies, legal requirements, applicable codices, and rules were referenced, as well as putting procedures and various templates into one document.

As Ulbrich states, “Legal teams may occasionally be seen as a bottle-neck for pharma companies, but when you’re talking about the healthcare of people, the support from the legal department and compliance are of key importance, as are the Codes of Conduct.” By allowing the legal department to become an enabler, the manual has actually increased the number of patient-centric projects that the AbbVie German affiliate has been able to embark on. As Buetecke says, “Staff now know exactly where to look to have their questions answered and where to access company guidelines for most situations that face them, so are more willing and able to make decisions that will ultimately benefit the patient.”

To date, the usage figures have been extremely encouraging. “People really seem to have accepted this as a tool for their daily use,” says Ulbrich.  She feels that this success can be attributed to the intention behind the manual, which was to be helpful in providing answers to everyday questions and situations. Given the enthusiastic response to the document since its launch, she believes it would be useful to any pharma company wishing to improve its patient centricity by providing an enabling manual that provides clear guidelines for all customer interactions.

There have already been many requests from other companies in Europe for assistance in putting together a similar document, and Buetecke says the team is happy to share the basic framework. However, she cautions that content needs to be company specific, with examples taken from a company’s daily practice in order for a manual to be relevant to the business. Ultimately, she believes that the manual AbbVie has produced provides an easily accessible framework that documents a wide-range of daily challenges to all staff and the steps that should be taken in each situation. Having convenient access to this knowledge assists employees in their patient centricity by allowing them to act confidently and within the boundaries of compliance.

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Did MM&M Senior Editor Vow to No Longer Use "Patient Centric" Buzzword?

Did MM&M Senior Editor Vow to No Longer Use "Patient Centric" Buzzword? | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Maybe it's time for pharma and healthcare marketers to put all the “patient-centric” talk on the shelf — not the actual paying-attention-to-patients part of it, but the trumpeting of it as the most noble of life-science virtues.

This is a business that is, first and foremost, about curing, treating, and otherwise caring for patients. Shouldn't an advanced degree of patient-centricity have been baked into every company's DNA from the outset? Just as restaurateurs and haberdashers and DJs don't blow out their rotator cuffs patting themselves on the back for their focus on their core clientele, so too should healthcare marketers get out of the habit of such self-congratulation. If this ain't the most elementary aspect of their jobs, it's close.

Hey, we've been guilty of preaching the patient-centric gospel. I'm too lazy to input “MM&M patient-centric” into the ol' Google machine, but I can't imagine such a search wouldn't produce multiple pages worth of results. We've fallen into the trap in the past, because “patient-centric” rolls off the tongue so easily. It's a simple, innocuous catchphrase in the age of the empowered health consumer (itself a simple, innocuous catchphrase). Who in healthcare can possibly be anti-patient-centricity? If you're patient-centric, you're always on the right side, friend. It's like being pro-ice-cream.

Really: Any pharma marketer, drug developer or payer-side exec — hell, any mopper of hospital floors or booker of MRI reservations — who's not compulsively, hysterically patient-centric is in the wrong line of work. If you are, maybe go write poems instead? You can get away with self-absorption and audience-abnegation as a poet. You cannot in healthcare.

So let's agree to banish “patient-centric” from our descriptive toolkit. As communicators, we're better than that. We've got other horns to toot.

That is all. “Beyond the pill,” consider yourself on notice.

Pharma Guy's insight:

“It’s no coincidence that the rise of the term ‘patient-centric’ has been paralleled by the decline in public perceptions of the pharmaceutical industry,” says that Michael McLinden, chief strategy officer at Mc|K Healthcare. “Too many patient-centric programs turn out to be thinly veiled promotional efforts, and that has contrib-uted to their cynicism and disillusion with our business.” http://bit.ly/toopatcentric 

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Does Disruptive = Destructive? What Palio Ignited in a PE Mag Ad

Does Disruptive = Destructive? What Palio Ignited in a PE Mag Ad | Pharmaguy's Insights Into Drug Industry News | Scoop.it

I still get the print version ofPharmaceutical Executive magazine. These days the mag is much thinner than in its glory years - only 60 pages, counting the front and back covers. At least 25% of those pages are full-page ads and another 8 are sponsored content.

A couple of full-page ads captured my attention, which I suppose mean that they were successful. One was the Palio Ignited ad shown here.

It glorifies the agency's "rebel" nature by using the image of a Molotov Cocktail. Instead of an ordinary bottle, the explosive device uses an erlenmeyer flask - didn't think I knew that, huh? - to symbolize, I suppose, scientific research.

The agency calls this "beautifully disruptive," but the symbolism conjures up in my mind images of destruction (e.g., ISIS).

Is being disruptive destructive or is it creative? Obviously, Palio wants you to believe the latter.

If they wanted to convey better the notion of disruption, they should, IMHO, have emulated the type of full-page ad used by Saint Joseph University.

How so? Read more here: http://bit.ly/1dkRkhY 

Pharma Guy's insight:


Disruptive is one of those buzzwords often heard at industry conferences and in pharma marketing circles. I've written about this: http://bit.ly/1JnAnC1 

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PharmBingo Contest: Pharma Buzzwords Heard at Corporate Meetings or Industry Events

PharmBingo Contest: Pharma Buzzwords Heard at Corporate Meetings or Industry Events | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Print this PharmBingo Card, which is loaded with drug industry/pharma marketing "buzzwords", and bring it to your next industry conference or corporate meeting. You can Win a Prize!


To be eligible, you must:


  1. Complete the Pharma Marketing Buzzwords Survey 
  2. Achieve a winning PharmBingo pattern (see below) 


Continue reading for the instructions: http://bit.ly/1HUKHAB 

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Another #Pharma Buzzword is Born: "Social Centricity!"

Another #Pharma Buzzword is Born: "Social Centricity!" | Pharmaguy's Insights Into Drug Industry News | Scoop.it

In order to enhance patient engagement and improve outcomes, the healthcare industry needs to move beyond the standard patient-centric approach that focuses on individual knowledge and motivation. At this roundtable, moderated by MM&M's Jaimy Lee, industry leaders discussed why a social-centric approach is especially important in oncology, particularly as it relates to health systems, interactions with healthcare providers, and family support.

 

This roundtable discussion focused on the idea of “social centricity,” which takes into account the contexts that shape individual behavior. As patients live longer with cancer, they're taking more ownership of their health rather than blindly following a treatment plan mapped out by their healthcare provider. Stakeholders from several types of organizations came together to explore the promise and the challenges of social centricity in the category of breast and ovarian cancers.

Pharma Guy's insight:

C'mon! Enough already! Do I need to add this to my Pharma Buzzword Glossary or will it just fade away if we ignore it?

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PharmaGuy's Pharma Marketing Buzzword Glossary

PharmaGuy's Pharma Marketing Buzzword Glossary | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Pharma marketers cannot communicate with each other without using "buzzwords." Some critics suggest, however, that some of these buzzwords alienate patients and physicians. This is a list of my favorite pharma marketing buzzwords. Some are good, most are bad, and many are useless, IMHO. You can follow the links for more information about each term This is a work in progress. So, if you have any candidates to be included in my list, let me know.

Pharma Guy's insight:

Also read this article: http://bit.ly/pmn140401p 

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Is "Patient-Centric" Just Another Pharma Marketing Buzzword?

Is "Patient-Centric" Just Another Pharma Marketing Buzzword? | Pharmaguy's Insights Into Drug Industry News | Scoop.it

[According to Zoe Dunn], There are certain catchphrases that float around the pharmaceutical marketing community that become the “term du jour.” NPP (non-personal promotion) is one that immediately comes to mind. It's typically defined as anything delivered to the physician that doesn't go through the rep. But really, don't we want all of our communications to be personal?


My recent favorite [says Zoe]: When brands and companies say their focus is on being “patient-centric.” But what does that really mean? That you're no longer going to sell to physicians, but rather to patients? Or that you're going to make patients' needs the priority over healthcare professionals' needs? Or that your focus is no longer going to be on what your brand's needs are (to sell more product) but rather what patients' needs are (to get well)? For argument's sake, let's just go with the latter.


What do you think would happen if every pharmaceutical company suddenly decided to shift their top priority from selling product to patients to something like “helping patients (in their key therapeutic category) be healthier”?


If “patient-centric” continues to be focused on meeting the brand's needs to sell more product, we will continue to fool ourselves that we are delivering what the patient needs. We need clarity around our focus and better understanding of patient needs, even when they diverge from what we are tasked to deliver. We need creativity and innovation to bridge the gap between what pharma wants to achieve and the needs of the patients it serves.

Pharma Guy's insight:

"Patient-Centric" may be a buzzword for pharma marketers, but on the R&D side of the business it's a reality as many companies begin to name Chief Patient Officers whose main function is to enlist patients in clinical trials and improving outcomes (listen to Anne C. Beal, M.D., MPH, Chief Patient Officer, Sanofi, talks about patient centricity and Sanofi's commitment to engaging patients and improving outcomes; http://bit.ly/bealsnippet). Also, you might enjoy reading this: "Patient Centricity Should Be the Rule, Not Exception, in Pharma Drug Trials"; http://sco.lt/9DdTn7 

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Pharma Buzzwords Heard During a Conference

Pharma Buzzwords Heard During a Conference | Pharmaguy's Insights Into Drug Industry News | Scoop.it

Pharma marketers cannot communicate with each other without using "buzzwords." Some critics suggest, however, that some of these buzzwords alienate patients and physicians (see, for example, "Do Marketing Buzzwords Affect Pharma's Reputation Among Patients & Physicians?"). According to results to date of a new survey, even pharma insiders think there may be too many terms that just are not useful and should be dumped!

Before I present some preliminary results from that survey, I'd like to show you a real world example of the use of buzzwords mentioned during an industry conference, specifically the Transforming Healthcare Conference that was hosted by MM&M in NYC yesterday.

I wasn't able to actually attend that conference, so I followed the Twitter stream from the conference via the unfortunately very long #transforminghealthcare hash tag. Of course, this method may not have revealed all the buzzwords that were actually mentioned by presenters at the conference. But terms become "buzzwords" only when they are repeated --i.e, when they create "buzz"!

To keep track of the buzzwords, I used my handy Pharma Buzzword Bingo Card! Whenever a buzzword (or equivalent term) on the Card was mentioned in the Twitter stream, I drew a diagonal across the term in the Card.

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