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<br /> PUBLICATION<br /> Septembe<br /> r 2014<br /> THE FORUM FOR CUTIVE<br /> RTHE INDUSTRY EXEC<br /> <br /> <br /> <br /> Creating a<br /> BRAND IDENTITY<br /> AND IDENTITY<br /> Managed<br /> Managed<br /> MARKETS<br /> KETS<br /> BIOSIMILARS<br /> ARS<br /> C-Suite:<br /> OUTSOURCING<br /> SHOWCASE FEATURES<br /> <br /> <br /> <br /> Humans need more than instructions.<br /> Or orders. Or rules.<br /> That's why it's time to change the conversation.<br /> To acknowledge human imperfection and embrace it.<br /> And to speak a language healthcare hasn't spoken in years.<br /> We speak that language.<br /> WeSpeakPeople.com<br /> THE FORUM FOR THE INDUSTRY EXECUTIVE<br /> Volume 14 · Number 8<br /> PUBLISHER Lisa Banket<br /> EDITOR Taren Grom<br /> CREATIVE DIRECTOR Marah <a title="PharmaVOICE | September 2014 page 1" href="http://viewer.zmags.com/publication/a065d238?page=1"> PUBLICATION Septembe r 2014 THE FORUM </a> <a title="PharmaVOICE | September 2014 page 2" href="http://viewer.zmags.com/publication/a065d238?page=2"> Humans need more than instructions. Or orders. O</a> <a title="PharmaVOICE | September 2014 page 3" href="http://viewer.zmags.com/publication/a065d238?page=3"> THE FORUM FOR THE INDUSTRY EXECUTIVE Volume 14 ·</a> <a title="PharmaVOICE | September 2014 page 4" href="http://viewer.zmags.com/publication/a065d238?page=4"> Contents... SEPTEMBER 2014 ON THE COVER d</a> <a title="PharmaVOICE | September 2014 page 5" href="http://viewer.zmags.com/publication/a065d238?page=5"> A New Model for the New Marketplace Today, tria</a> <a title="PharmaVOICE | September 2014 page 6" href="http://viewer.zmags.com/publication/a065d238?page=6"> DIGITAL EDITION READ CURRENT ISSUE ONLINE - FREE</a> <a title="PharmaVOICE | September 2014 page 7" href="http://viewer.zmags.com/publication/a065d238?page=7"> do your agencies fly in formation? STRATEGIC ALIG</a> <a title="PharmaVOICE | September 2014 page 8" href="http://viewer.zmags.com/publication/a065d238?page=8"> Upfront Awards... RHO RECOGNIZED FOR IT</a> <a title="PharmaVOICE | September 2014 page 9" href="http://viewer.zmags.com/publication/a065d238?page=9"> Introducing Without EHR, It's Just N</a> <a title="PharmaVOICE | September 2014 page 10" href="http://viewer.zmags.com/publication/a065d238?page=10"> COVER STORY Robin Robinson DIGITAL PATIENTS: dis</a> <a title="PharmaVOICE | September 2014 page 11" href="http://viewer.zmags.com/publication/a065d238?page=11"> “ By leveraging smartphones and tablets that many</a> <a title="PharmaVOICE | September 2014 page 12" href="http://viewer.zmags.com/publication/a065d238?page=12"> COVER: Digital Patients Janssen Innovative Org</a> <a title="PharmaVOICE | September 2014 page 13" href="http://viewer.zmags.com/publication/a065d238?page=13"> </a> <a title="PharmaVOICE | September 2014 page 14" href="http://viewer.zmags.com/publication/a065d238?page=14"> COVER: Digital Patients IBM's Watson and Healthc</a> <a title="PharmaVOICE | September 2014 page 15" href="http://viewer.zmags.com/publication/a065d238?page=15"> disc scover the best cret i</a> <a title="PharmaVOICE | September 2014 page 16" href="http://viewer.zmags.com/publication/a065d238?page=16"> COVER: Digital Patients “ new technologies create</a> <a title="PharmaVOICE | September 2014 page 17" href="http://viewer.zmags.com/publication/a065d238?page=17"> Making sense of complexity </a> <a title="PharmaVOICE | September 2014 page 18" href="http://viewer.zmags.com/publication/a065d238?page=18"> DIGITAL EDITION — BONUS CONTENT Pharma's Evolvin</a> <a title="PharmaVOICE | September 2014 page 19" href="http://viewer.zmags.com/publication/a065d238?page=19"> DIGITAL EDITION — BONUS CONTENT COVER: Digital Pa</a> <a title="PharmaVOICE | September 2014 page 20" href="http://viewer.zmags.com/publication/a065d238?page=20"> Robin Robinson Brand identity in a Consumer-D</a> <a title="PharmaVOICE | September 2014 page 21" href="http://viewer.zmags.com/publication/a065d238?page=21"> “ The days of generic messaging are gone; custom </a> <a title="PharmaVOICE | September 2014 page 22" href="http://viewer.zmags.com/publication/a065d238?page=22"> Branding “ From a branding perspect</a> <a title="PharmaVOICE | September 2014 page 23" href="http://viewer.zmags.com/publication/a065d238?page=23"> even if that resumption is not completely back to</a> <a title="PharmaVOICE | September 2014 page 24" href="http://viewer.zmags.com/publication/a065d238?page=24"> serve ©2014 PAREXEL International Corp. All righ</a> <a title="PharmaVOICE | September 2014 page 25" href="http://viewer.zmags.com/publication/a065d238?page=25"> Your journey begins with an array of beautifully </a> <a title="PharmaVOICE | September 2014 page 26" href="http://viewer.zmags.com/publication/a065d238?page=26"> DIGITAL EDITION — BONUS CONTENT Brands Cannot Li</a> <a title="PharmaVOICE | September 2014 page 27" href="http://viewer.zmags.com/publication/a065d238?page=27"> DIGITAL EDITION — BONUS CONTENT There are too</a> <a title="PharmaVOICE | September 2014 page 28" href="http://viewer.zmags.com/publication/a065d238?page=28"> DIGITAL EDITION — BONUS CONTENT opment, says </a> <a title="PharmaVOICE | September 2014 page 29" href="http://viewer.zmags.com/publication/a065d238?page=29"> 8th Annual Digital Pharma East | October 21-24, 2</a> <a title="PharmaVOICE | September 2014 page 30" href="http://viewer.zmags.com/publication/a065d238?page=30"> </a> <a title="PharmaVOICE | September 2014 page 31" href="http://viewer.zmags.com/publication/a065d238?page=31"> 8 o p Sneak Preview | October 21-24, 2014 | Digi</a> <a title="PharmaVOICE | September 2014 page 32" href="http://viewer.zmags.com/publication/a065d238?page=32"> </a> <a title="PharmaVOICE | September 2014 page 33" href="http://viewer.zmags.com/publication/a065d238?page=33"> </a> <a title="PharmaVOICE | September 2014 page 34" href="http://viewer.zmags.com/publication/a065d238?page=34"> o p Digital Pharma East | October 21-24, 2014 | </a> <a title="PharmaVOICE | September 2014 page 35" href="http://viewer.zmags.com/publication/a065d238?page=35"> 8 o p Sneak Preview | October 21-24, 2014 | Digi</a> <a title="PharmaVOICE | September 2014 page 36" href="http://viewer.zmags.com/publication/a065d238?page=36"> o p Digital Pharma East | October 21-24, 2014 | </a> <a title="PharmaVOICE | September 2014 page 37" href="http://viewer.zmags.com/publication/a065d238?page=37"> </a> <a title="PharmaVOICE | September 2014 page 38" href="http://viewer.zmags.com/publication/a065d238?page=38"> o p Digital Pharma East | October 21-24, 2014 | </a> <a title="PharmaVOICE | September 2014 page 39" href="http://viewer.zmags.com/publication/a065d238?page=39"> LoewsPEPEhiladelphiaHotel SCaStaotmhpeplaEenvoie</a> <a title="PharmaVOICE | September 2014 page 40" href="http://viewer.zmags.com/publication/a065d238?page=40"> ACA Expands Denise Myshko Pharma Market </a> <a title="PharmaVOICE | September 2014 page 41" href="http://viewer.zmags.com/publication/a065d238?page=41"> Healthcare Plan Impact on Pharma » A new sales c</a> <a title="PharmaVOICE | September 2014 page 42" href="http://viewer.zmags.com/publication/a065d238?page=42"> Managed Markets “ our clients are loo</a> <a title="PharmaVOICE | September 2014 page 43" href="http://viewer.zmags.com/publication/a065d238?page=43"> Improve patient Improve patient education and edu</a> <a title="PharmaVOICE | September 2014 page 44" href="http://viewer.zmags.com/publication/a065d238?page=44"> Managed Markets “ Patient significant ex</a> <a title="PharmaVOICE | September 2014 page 45" href="http://viewer.zmags.com/publication/a065d238?page=45"> Expert guidance Expert guidance Expert guidanc fo</a> <a title="PharmaVOICE | September 2014 page 46" href="http://viewer.zmags.com/publication/a065d238?page=46"> DIGITAL EDITION — BONUS CONTENT Patients and the</a> <a title="PharmaVOICE | September 2014 page 47" href="http://viewer.zmags.com/publication/a065d238?page=47"> DIGITAL EDITION — BONUS CONTENT </a> <a title="PharmaVOICE | September 2014 page 48" href="http://viewer.zmags.com/publication/a065d238?page=48"> Denise Myshko The rise of Biosimilars Th</a> <a title="PharmaVOICE | September 2014 page 49" href="http://viewer.zmags.com/publication/a065d238?page=49"> “ if developed correctly, the probability of succ</a> <a title="PharmaVOICE | September 2014 page 50" href="http://viewer.zmags.com/publication/a065d238?page=50"> Biosimilars In 2013, Sandoz's biosimilar n</a> <a title="PharmaVOICE | September 2014 page 51" href="http://viewer.zmags.com/publication/a065d238?page=51"> Biosimilars will “ broaden access </a> <a title="PharmaVOICE | September 2014 page 52" href="http://viewer.zmags.com/publication/a065d238?page=52"> DIGITAL EDITION — BONUS CONTENT Partnering for Su</a> <a title="PharmaVOICE | September 2014 page 53" href="http://viewer.zmags.com/publication/a065d238?page=53"> </a> <a title="PharmaVOICE | September 2014 page 54" href="http://viewer.zmags.com/publication/a065d238?page=54"> Kim Ribbink Stability and Growth Attract Pharm</a> <a title="PharmaVOICE | September 2014 page 55" href="http://viewer.zmags.com/publication/a065d238?page=55"> is not well-coordinated at a government level and</a> <a title="PharmaVOICE | September 2014 page 56" href="http://viewer.zmags.com/publication/a065d238?page=56"> Data Management B ig data, smart d</a> <a title="PharmaVOICE | September 2014 page 57" href="http://viewer.zmags.com/publication/a065d238?page=57"> </a> <a title="PharmaVOICE | September 2014 page 58" href="http://viewer.zmags.com/publication/a065d238?page=58"> Data Management MARK WHEELDON CEO F</a> <a title="PharmaVOICE | September 2014 page 59" href="http://viewer.zmags.com/publication/a065d238?page=59"> With the right strategy, everything falls into pl</a> <a title="PharmaVOICE | September 2014 page 60" href="http://viewer.zmags.com/publication/a065d238?page=60"> Data Management “Different technology ve</a> <a title="PharmaVOICE | September 2014 page 61" href="http://viewer.zmags.com/publication/a065d238?page=61"> MASTERS MASTERS CLINICAL TRIAL CLINICAL TRIAL A</a> <a title="PharmaVOICE | September 2014 page 62" href="http://viewer.zmags.com/publication/a065d238?page=62"> Data Management L ife-sciences companies hav</a> <a title="PharmaVOICE | September 2014 page 63" href="http://viewer.zmags.com/publication/a065d238?page=63"> IMS Health is making healthcare run more intellig</a> <a title="PharmaVOICE | September 2014 page 64" href="http://viewer.zmags.com/publication/a065d238?page=64"> Data Management the job now necessita</a> <a title="PharmaVOICE | September 2014 page 65" href="http://viewer.zmags.com/publication/a065d238?page=65"> A New Model for the New Marketplace Today, tria</a> <a title="PharmaVOICE | September 2014 page 66" href="http://viewer.zmags.com/publication/a065d238?page=66"> Data Management Innovative USE OF DATA As patie</a> <a title="PharmaVOICE | September 2014 page 67" href="http://viewer.zmags.com/publication/a065d238?page=67"> Data Management Memorial Sloan Kettering & IBM Wa</a> <a title="PharmaVOICE | September 2014 page 68" href="http://viewer.zmags.com/publication/a065d238?page=68"> Marketing ustomer-centric me</a> <a title="PharmaVOICE | September 2014 page 69" href="http://viewer.zmags.com/publication/a065d238?page=69"> SMILEOSIS A condition commonly caused by working</a> <a title="PharmaVOICE | September 2014 page 70" href="http://viewer.zmags.com/publication/a065d238?page=70"> Marketing sonal promotional channels. Finally, h</a> <a title="PharmaVOICE | September 2014 page 71" href="http://viewer.zmags.com/publication/a065d238?page=71"> Marketing saw increased expenditure, includin</a> <a title="PharmaVOICE | September 2014 page 72" href="http://viewer.zmags.com/publication/a065d238?page=72"> Marketing Globally, the use of “digital”</a> <a title="PharmaVOICE | September 2014 page 73" href="http://viewer.zmags.com/publication/a065d238?page=73"> Total Digital Promotion Worldwide: $2.5 Billion —</a> <a title="PharmaVOICE | September 2014 page 74" href="http://viewer.zmags.com/publication/a065d238?page=74"> Marketing If history repeats itself, the next</a> <a title="PharmaVOICE | September 2014 page 75" href="http://viewer.zmags.com/publication/a065d238?page=75"> Marketing PulseCX.com PulseCX.com </a> <a title="PharmaVOICE | September 2014 page 76" href="http://viewer.zmags.com/publication/a065d238?page=76"> Marketing Ushering in the E-PATIENT ERA For th</a> <a title="PharmaVOICE | September 2014 page 77" href="http://viewer.zmags.com/publication/a065d238?page=77"> WHY GIVE LESS THAN 100%? You could hire a separa</a> <a title="PharmaVOICE | September 2014 page 78" href="http://viewer.zmags.com/publication/a065d238?page=78"> Marketing Telling a Complex B2B STORY WITH TWO </a> <a title="PharmaVOICE | September 2014 page 79" href="http://viewer.zmags.com/publication/a065d238?page=79"> Helping people takes people—13,000 to be exact—th</a> <a title="PharmaVOICE | September 2014 page 80" href="http://viewer.zmags.com/publication/a065d238?page=80"> Marketing suming financial risk for an </a> <a title="PharmaVOICE | September 2014 page 81" href="http://viewer.zmags.com/publication/a065d238?page=81"> OneKey is... Superior Insights! Yes, we t</a> <a title="PharmaVOICE | September 2014 page 82" href="http://viewer.zmags.com/publication/a065d238?page=82"> Marketing Commercial Development in a Complex E</a> <a title="PharmaVOICE | September 2014 page 83" href="http://viewer.zmags.com/publication/a065d238?page=83"> Marketin g Having a view of how t</a> <a title="PharmaVOICE | September 2014 page 84" href="http://viewer.zmags.com/publication/a065d238?page=84"> Marketing What Star Wars Teaches Us About Achi</a> <a title="PharmaVOICE | September 2014 page 85" href="http://viewer.zmags.com/publication/a065d238?page=85"> Marketing A successful strategy begins with</a> <a title="PharmaVOICE | September 2014 page 86" href="http://viewer.zmags.com/publication/a065d238?page=86"> Marketing Why Small Ideas are Now THE BIG IDEA</a> <a title="PharmaVOICE | September 2014 page 87" href="http://viewer.zmags.com/publication/a065d238?page=87"> INNOVATION is in our genome MARTY Rubik's cube s</a> <a title="PharmaVOICE | September 2014 page 88" href="http://viewer.zmags.com/publication/a065d238?page=88"> Marketing “BIG DATA” No Longer Just a By-Produ</a> <a title="PharmaVOICE | September 2014 page 89" href="http://viewer.zmags.com/publication/a065d238?page=89"> PATIENT LIVES AND COUNTING Oh! …and we have dire</a> <a title="PharmaVOICE | September 2014 page 90" href="http://viewer.zmags.com/publication/a065d238?page=90"> Marketing Planning and Implementing an Effective</a> <a title="PharmaVOICE | September 2014 page 91" href="http://viewer.zmags.com/publication/a065d238?page=91"> e-Prescriptions Represented Less than One Quarter</a> <a title="PharmaVOICE | September 2014 page 92" href="http://viewer.zmags.com/publication/a065d238?page=92"> Marketing Stepping Up Brand Relevance in THE N</a> <a title="PharmaVOICE | September 2014 page 93" href="http://viewer.zmags.com/publication/a065d238?page=93"> Today's brand mix does not reach the heyd</a> <a title="PharmaVOICE | September 2014 page 94" href="http://viewer.zmags.com/publication/a065d238?page=94"> Marketing STORYTELLING: It's How We Communicate</a> <a title="PharmaVOICE | September 2014 page 95" href="http://viewer.zmags.com/publication/a065d238?page=95"> Experience the difference pulsecx.com </a> <a title="PharmaVOICE | September 2014 page 96" href="http://viewer.zmags.com/publication/a065d238?page=96"> Marketing Coupling Productivity to Compliance IN</a> <a title="PharmaVOICE | September 2014 page 97" href="http://viewer.zmags.com/publication/a065d238?page=97"> I Zinc, therefore I am ... compliant </a> <a title="PharmaVOICE | September 2014 page 98" href="http://viewer.zmags.com/publication/a065d238?page=98"> C-Suite: Outsourcing By Taren Grom Outsourci</a> <a title="PharmaVOICE | September 2014 page 99" href="http://viewer.zmags.com/publication/a065d238?page=99"> Innovator's Corner A Single Pill for Multiple </a> <a title="PharmaVOICE | September 2014 page 100" href="http://viewer.zmags.com/publication/a065d238?page=100"> DIGITAL EDITION — BONUS CONTENT What's New NEW </a> <a title="PharmaVOICE | September 2014 page 101" href="http://viewer.zmags.com/publication/a065d238?page=101"> DIGITAL EDITION — BONUS CONTENT </a> <a title="PharmaVOICE | September 2014 page 102" href="http://viewer.zmags.com/publication/a065d238?page=102"> DIGITAL EDITION — BONUS CONTENT Tools of the Tr</a> <a title="PharmaVOICE | September 2014 page 103" href="http://viewer.zmags.com/publication/a065d238?page=103"> DIGITAL EDITION — BONUS CONTENT Tools of the Trad</a> <a title="PharmaVOICE | September 2014 page 104" href="http://viewer.zmags.com/publication/a065d238?page=104"> DIGITAL EDITION — BONUS CONTENT Pharma Trax SAL</a> <a title="PharmaVOICE | September 2014 page 105" href="http://viewer.zmags.com/publication/a065d238?page=105"> DIGITAL EDITION — BONUS CONTENT Pharma Trax T</a> <a title="PharmaVOICE | September 2014 page 106" href="http://viewer.zmags.com/publication/a065d238?page=106"> DIGITAL EDITION — BONUS CONTENT Social Buzz </a> <a title="PharmaVOICE | September 2014 page 107" href="http://viewer.zmags.com/publication/a065d238?page=107"> THE FUTURE OF CLINICAL DATA MANAGEMENT BEGINS THE</a> <a title="PharmaVOICE | September 2014 page 108" href="http://viewer.zmags.com/publication/a065d238?page=108"> The Calendar INDUSTRY EVENTS AND CONFERENCES, INC</a> <a title="PharmaVOICE | September 2014 page 109" href="http://viewer.zmags.com/publication/a065d238?page=109"> AN ECOSYSTEM OF OPPORTUNITY WHERE THE WORLD</a> <a title="PharmaVOICE | September 2014 page 110" href="http://viewer.zmags.com/publication/a065d238?page=110"> DIGITAL EDITION — BONUS CONTENT The Calendar </a> <a title="PharmaVOICE | September 2014 page 111" href="http://viewer.zmags.com/publication/a065d238?page=111"> DIGITAL EDITION — BONUS CONTENT SEP 18 </a> <a title="PharmaVOICE | September 2014 page 112" href="http://viewer.zmags.com/publication/a065d238?page=112"> DIGITAL EDITION — BONUS CONTENT The Calendar </a> <a title="PharmaVOICE | September 2014 page 113" href="http://viewer.zmags.com/publication/a065d238?page=113"> DIGITAL EDITION — BONUS CONTENT OCT 2 </a> <a title="PharmaVOICE | September 2014 page 114" href="http://viewer.zmags.com/publication/a065d238?page=114"> DIGITAL EDITION — BONUS CONTENT The Calendar OC</a> <a title="PharmaVOICE | September 2014 page 115" href="http://viewer.zmags.com/publication/a065d238?page=115"> DIGITAL EDITION — BONUS CONTENT course.html </a> <a title="PharmaVOICE | September 2014 page 116" href="http://viewer.zmags.com/publication/a065d238?page=116"> DIGITAL EDITION — BONUS CONTENT The Calendar BA</a> <a title="PharmaVOICE | September 2014 page 117" href="http://viewer.zmags.com/publication/a065d238?page=117"> DIGITAL EDITION — BONUS CONTENT http://www.cb</a> <a title="PharmaVOICE | September 2014 page 118" href="http://viewer.zmags.com/publication/a065d238?page=118"> DIGITAL EDITION — BONUS CONTENT The Calendar NO</a> <a title="PharmaVOICE | September 2014 page 119" href="http://viewer.zmags.com/publication/a065d238?page=119"> DIGITAL EDITION — BONUS CONTENT NOV 13 Nov</a> <a title="PharmaVOICE | September 2014 page 120" href="http://viewer.zmags.com/publication/a065d238?page=120"> DIGITAL EDITION — BONUS CONTENT The Calendar </a> <a title="PharmaVOICE | September 2014 page 121" href="http://viewer.zmags.com/publication/a065d238?page=121"> Talent Pool EXECUTIVE APPOINTMENTS AND PROMOT</a> <a title="PharmaVOICE | September 2014 page 122" href="http://viewer.zmags.com/publication/a065d238?page=122"> DIGITAL EDITION — BONUS CONTENT Talent Pool PHA</a> <a title="PharmaVOICE | September 2014 page 123" href="http://viewer.zmags.com/publication/a065d238?page=123"> DIGITAL EDITION — BONUS CONTENT tensi</a> <a title="PharmaVOICE | September 2014 page 124" href="http://viewer.zmags.com/publication/a065d238?page=124"> The LAST Word Collaborating for a Cure Walte</a> <a title="PharmaVOICE | September 2014 page 125" href="http://viewer.zmags.com/publication/a065d238?page=125"> </a> <a title="PharmaVOICE | September 2014 page 126" href="http://viewer.zmags.com/publication/a065d238?page=126"> DIGITAL EDITION — BONUS CONTENT Last Word Colla</a> <a title="PharmaVOICE | September 2014 page 127" href="http://viewer.zmags.com/publication/a065d238?page=127"> Validate Your Solutions Through Real World Custom</a> <a title="PharmaVOICE | September 2014 page 128" href="http://viewer.zmags.com/publication/a065d238?page=128"> DIGITAL EDITION — BONUS CONTENT Last Word </a> <a title="PharmaVOICE | September 2014 page 129" href="http://viewer.zmags.com/publication/a065d238?page=129"> TrialCard Patient Access Programs Deliver. TrialC</a> <a title="PharmaVOICE | September 2014 page 130" href="http://viewer.zmags.com/publication/a065d238?page=130"> Analytics Product launch to Which prescr</a>