“The breakthrough innovations come when the tension is greatest and the resources are most limited. That’s when people are actually a lot more open to rethinking the fundamental way they do business.” This quote comes from American author Clayton M. Christensen, but it could just as easily be said by anyone in today’s pharmaceutical industry. After all, that’s what most of pharma is wrestling with in these incredibly uncertain times, and to their credit, they are using that tension to rethink marketing fundamentals, and are creating change—with many phenomenal results.
These pro-active innovators are closing the gaps in the healthcare system; reaching those with unmet needs through precision targeting; providing high-tech products and services to help patients adhere; taking a holistic approach to patient care; using AR and VR to help their teams, caregivers, and physicians better empathize with patients. They are embracing data analytics that tune them into precise patient and physician needs and employing messaging and content that hones in on these down to the individual customer.
2017’s innovators broke silos to collaborate for the greater good. They are also working with bioelectonics, something that could upend treatment as we know it (See our feature story). That’s what successful innovation looks like—and we are still on the cusp. It’s dizzying to contemplate where innovation will lead, but it’s certain innovators will continue to bring all the elements together to meet multiple needs and find success, better ROI, and the satisfaction that comes from achievement.
For this, our 6th Annual PM360 Innovations Issue, we were again overwhelmed with submissions. But as difficult as it was, our editorial staff chose their favorites—you will be inspired and moved to action.
Even more inspiration is on the way. Our January issue features the winners of our Pharma Choice Awards, the only online competition in which the industry votes on the best healthcare creative from the past year. You’ll see which campaigns resonate most with the very people who spend so much time creating them.
As we close out 2017, PM360 once again thanks you, our readers and advertisers, for your continued loyalty and support. We look forward to another great year in 2018!