Deep Dive: Communications and Commercialisation 2021

The COVID-19 pandemic kickstarted a period of profound change in how the pharmaceutical industry approaches both communications and commercialisation. In some cases it was an accelerant for existing plans, but it has also caused some new shifts in the landscape, shifts that have yet to be completed.

Bristol Myers Squibb’s senior vice president for major markets Catherine Owen discusses a number of these changes – as well as her role mentoring pharma’s female leaders of the future – in this issue, and there’s benchmarking data on how European pharma and biotech companies are addressing strategic communications.

The issue also features examinations of whether pharma is closing its communication gap with patients and how to embrace patient-centricity in drug development. Elsewhere, changes to the pharma-HCP relationship are addressed, with research into pharma-doctor digital interactions, commentary on rethinking traditional physician-pharma relationships and a look at how to build successful brands.

The magnitude of change that the pandemic has brought to the industry is such that we will be discussing its implications for quite some time to come. As ever, the expert viewpoints in Deep Dive can give you the perfect head-start in these conversations.

Dominic Tyer – managing editor, Deep Dive