Boost Patient Recruitment With Data-Centric Trial Planning

Posted by Venkat Sethuraman on Fri, Aug 16, 2019

Denise N. Bronner, Gaurav A. Singh and Ray Zhong co-wrote this blog post with Venkat Sethuraman

A common struggle for pharmaceutical companies is poor patient recruitment for clinical trials. As a consequence, 80% of clinical trials fail to meet their enrollment goals, suffer delayed timelines and absorb skyrocketing R&D costs. Ultimately, the patient suffers from delays in the release of needed therapies. Currently, pharmaceutical companies are partnering with trial matching startups to enhance clinical study design, matching and data collection. With analytics and platforms, pharmaceutical companies are beginning to streamline the clinical trial process in hopes of increasing new entrants to the market.


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How an Agile Model Can Help Marketing Teams Be More Customer-Centric

Posted by Shantanu Ballal on Tue, Aug 13, 2019

Karthik Ramasubramanian co-wrote this blog post with Shantanu Ballal.

As pharma marketing organizations start implementing customer-centric capabilities, we start to see two key issues surface. First, the need for marketers to shift their focus to understanding customer preferences to drive personalization strategies. Second, the need for marketers to leverage cloud-based computing and adopt the right business processes to deploy personalization strategies into the marketplace. Pharma companies struggle with these customer centricity shifts due to departmental silos, hand offs between teams and stakeholders, and a shared lack of objectives. An Agile model—which helps organizations solve complex business and technology problems in order to deliver iterative value to customers—is being tested in the marketplace in order to address these issues, but there’s more to it than just speed.


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Is Cognitive Fluency a Universal Truth Among Patients?

Posted by Sydney Hartsock on Thu, Aug 08, 2019

Patients live in a complex world of decision-making. They interact with many sources of information – from their friends and family, to various media channels, to their healthcare providers – all of which influence how they think about critical healthcare goals and treatment choices. Without being medical experts themselves, many patients must chart their own path through the seas of information, coming to their own beliefs about what is true and important for their care.

While patients may think their beliefs are rational conclusions based on the information they consume, these perceptions are also influenced by instinctual shortcuts that happen below the surface of conscious thought. Known as cognitive biases, these shortcuts can influence patient beliefs and drive decision-making without them ever realizing it.


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AI & Product Launch: Meeting the Need for Speed

Posted by Arun Shastri on Wed, Aug 07, 2019

This blog post is the second in a series on the impact that AI will have on different business aspects of pharma.

AI is changing the way we do business. In my last post, I sat down with Pratap Khedkar to discuss AI’s role across the industry. Now that we’ve been introduced to AI and pharma, we can get more specific.

All aspects of the pharmaceutical organization are striving for increased efficiency and effectiveness by leveraging AI. As we pointed out in our previous post, there’s been more excitement in R&D because of how much data is available from clinical trials and consumer activity. But because of the focus on R&D, many commercial uses of AI have been underserved. One of those areas is product launch.


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What Pharma Companies Are Getting Wrong About Executing Brand Strategy

Posted by Dan Ogletree on Tue, Aug 06, 2019

Oftentimes in pharma, developing and then executing on a strategic brand goal is like playing a game of telephone: The message gets interpreted—or misinterpreted—by several different teams or vendors all acting independently of each other. The result? An effort that’s disjointed and inefficient, and oftentimes misaligned with the initial strategic objective—in effect, a botched message.


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