“Innovation distinguishes between a leader and a follower.” This quote from Steve Jobs is as true today as it was when he said it—and he knew what he was talking about. For the pharma industry today, it is a necessity. It is all about distinguishing yourself, your brand, your services. It is about providing added value for patients, HCPs, caregivers, and the healthcare industry as a whole.
And it is happening. We are seeing new technologies, ideas, services, products, communications, methods of communication, and education using AR, AI and Machine Learning, VR, Design Thinking—on and on. Although marketers still have some work to do when it comes to digital, they are doing that work. That shows no signs of letting up, despite the perceived, and often very real risks that they often struggle with. That courage will change the face of the industry.
So while innovation does have its ups and downs, marketers are learning from experience. They are aiming to soften pharma’s rougher edges. Demonstrating the kind of creativity that creates seamless patient experiences from diagnosis throughout individual healthcare journeys. Personalizing, customizing, tailoring to meet patient and HCP needs. Creating better patient outcomes by tackling access and cost issues and helping patients adhere to their prescribed treatments. Educating physicians on disease states and treatments. That takes smarts, curiosity, and empathy. That makes them leaders.
In this, our 8th iteration of our annual Innovations Issue, PM360 hopes to share the many possibilities that those in the industry can access—or invent. PM360 continues to innovate, too. Our authors tackle the topics marketers most want to know about. And we will continue to provide those insights. Guaranteed. And for a look back at how marketers flexed their inventive muscles in 2019, see our Pharma Choice Award winners in our January issue for the year’s best healthcare creative chosen by you, our loyal readers. We wish all of you a happy, healthy, prosperous, and innovative new year.