SlideShare a Scribd company logo
1 of 1
Download to read offline
LETTER from the editor

THE FORUM FOR THE INDUSTRY EXECUTIVE
              Volume 10 • Number 8
         PUBLISHER             Lisa Banket




                                                                                                                                                                Comparative effectiveness
             EDITOR            Taren Grom                                                  All roads lead to CER...
  CREATIVE DIRECTOR            Marah Walsh
                                                                                                 It seems as though the term CER, or comparative effective-
                 MANAGING EDITOR                                                             ness research, is in the air everywhere I turn these days — it
                  Denise Myshko
                                                                                             was the subject of nine distinct sessions at the recent DIA 46th
                    SENIOR EDITOR
                    Robin Robinson
                                                                                             Annual Meeting (check out the Editor’s Take videos recorded
                  FEATURES EDITOR
                                                                                             at the conference at pharmavoice.com) and it will be the focus
                     Kim Ribbink                                                             of the upcoming 4th Annual Comparative Effectiveness
               CONTRIBUTING EDITOR                                                           Research Summit to be held in Philadelphia this November.
                  Carolyn Gretton                                 And so it is with this issue as well, which is not entirely by happenstance.As this month’s
                 DESIGN ASSOCIATE                             Forum outlines, CER is going to have a huge impact on every stakeholder in healthcare
                    Ariel Medel                               delivery and will require everyone to take a much broader view of the healthcare system.In
         NATIONAL ACCOUNT MANAGER                             brief,comparative effectiveness data are geared broadly to multiple decision-makers to pro-
                 Cathy Tracy                                  vide real-world evidence of the outcomes of various treatments.For physicians,CER is going
             CIRCULATION ASSISTANT                            to provide the ability to analyze treatment choices and pick what’s best for their individual
                  Kathy Deiuliis
                                                              patients. For patients, it’s going to provide them with more information that can help set
                    Copyright 2010                            their expectations for their treatment. For payers, comparative effectiveness will provide
           by PharmaLinx LLC, Titusville, NJ                  support for decision-making about product access and formulary placement that is based
                 Printed in the U.S.A.
              Volume Ten, Number Eight                        on real-world outcomes. (Please turn to the Forum in this issue, for more information.)
                                                                  As a result of comparative effectiveness,the pharmaceutical business model will need to
PharmaVOICE (ISSN: 1932961X) is published monthly
except joint issues in July/Aug. and Nov./Dec., by            change. According to IMS Health, a more focused effort, or niche model, will address not
PharmaLinx LLC, P.O. Box 327, Titusville, NJ 08560.           only what patient populations to target but what populations not to target.Sydney Clark of
Periodicals postage paid at Titusville, NJ 08560 and addi-    IMS says companies will need more data to prove clinical and economic value of their drugs,
tional mailing offices.
                                                              and decision-making will become more complicated.Pharma companies will need to make
Postmaster: Send address changes to PharmaVOICE,
                                                              these tough decisions earlier on in the process so they have the data to convince stake-
P.O. Box 292345, Kettering, OH 45429-0345.
                                                              holders that their drug will be differentiated in the marketplace. (To read more about the
PharmaVOICE Coverage and Distribution:
Domestic subscriptions are available at $190 for one          emerging niche model, please turn to the article on Nichebusters vs. Blockbusters).
year (10 issues). Foreign subscriptions: 10 issues                The pressure of comparative effectiveness will also have an impact on the discovery
US$360. Contact PharmaVOICE at P.O. Box 327,                  pipeline,says Gil Bashe of Makovsky + Company.As government agencies require proof of
Titusville, NJ 08560. Call us at 609.730.0196 or FAX your
order to 609.730.0197.
                                                              comparative effectiveness before awarding any government reimbursement, companies
                                                              will think twice about what types of drugs to bring to market. In the future, he says big
Contributions: PharmaVOICE is not responsible for
unsolicited contributions of any type. Unless otherwise       pharma will take on a mass-market disease only if it can provide a big step forward in
agreed in writing, PharmaVOICE retains all rights on          terms of treatment solutions.
material published in PharmaVOICE for a period of six             This sentiment is echoed by the subject of this month’s industry bio, Dr. Leon Smith,
months after publication and reprint rights after that
period expires. E-mail: tgrom@pharmavoice.com.                who has been practicing medicine for more than 60 years and is a pioneer in infectious
                                                              disease. One of his greatest concerns is a dearth of research into new drugs, particularly
Change of address: Please allow six weeks for a change
of address. Send your new address along with your sub-        antibiotics in the wake of gram-negative resistance to existing antibiotics. (To read more
scription label to PharmaVOICE, P.O. Box 292345, Kettering,   about his inspiring career, please turn to the feature story The Age of Excellence.)
OH 45429-0345. Call us at 800.607.4410 or FAX your change         As CER becomes more established and gains acceptance in the United States, the
to 937.890.0221. E-mail: mwalsh@pharmavoice.com.
                                                              already astronomical cost of drug development is likely to continue to increase due to the
IMPORTANT NOTICE: The post office will not forward
copies of this magazine. PharmaVOICE is not respon-
                                                              need for ever larger studies with potentially longer duration to demonstrate superiority
sible for replacing undelivered copies due to lack of or      in end points. As Ogilvy CommonHealth thought leaders outline in their VIEW on Med Ed
late notification of address change.                          — Comparative Effectiveness Research: Watch and Worry or Weigh In and Leverage? —
Advertising in PharmaVOICE: To advertise in Pharma-           justification for healthcare choices should include effectiveness, safety, and convenience
VOICE please contact our Advertising Department at            for an individual patient, in addition to cost. As such, med ed groups will have a great
P.O. Box 327, Titusville, NJ 08560, or telephone us at
609.730.0196. E-mail: lbanket@pharmavoice.com.                opportunity to partner with manufacturers to educate decision-makers and the general
                                                              public about the nuanced value of CER. (To read more about the impact of CER on this
Letters                                                       sector, please reference the VIEW on Med Ed.)
   Send your letters to feedback@pharmavoice.com.
   Please include your name, title, company, and busi-            Where CER will eventually take us is anybody’s best guess, but the ride will no doubt
   ness phone number. Letters chosen for publication          be interesting.
   may be edited for length and clarity. All submissions
   become the property of PharmaLinx LLC.


                                             Printed on
                                             recycled paper




                                                                                                     PharmaVOICE                  September 2010                 3

More Related Content

Similar to PharmaVoice - Letter From the Editor - September 2010

Pfizer and Merck cooperate to fight cancer
Pfizer and Merck cooperate to fight cancerPfizer and Merck cooperate to fight cancer
Pfizer and Merck cooperate to fight cancerEvgeniia Popova
 
Big pharma-uncertain-future
Big pharma-uncertain-futureBig pharma-uncertain-future
Big pharma-uncertain-futurefrank45
 
Pharma 2020 - Virtual R&D
Pharma 2020 - Virtual R&DPharma 2020 - Virtual R&D
Pharma 2020 - Virtual R&DOnly Medics
 
Whitepaper-Maximizing-the-Success-of-Your-CRO-Partnerships
Whitepaper-Maximizing-the-Success-of-Your-CRO-PartnershipsWhitepaper-Maximizing-the-Success-of-Your-CRO-Partnerships
Whitepaper-Maximizing-the-Success-of-Your-CRO-PartnershipsTim Calvert
 
R&D leadership in crisis: rebuilding innovation through people
R&D leadership in crisis: rebuilding innovation through peopleR&D leadership in crisis: rebuilding innovation through people
R&D leadership in crisis: rebuilding innovation through peopleRung Jaismut
 
Pharma R&D in a Value-based Healthcare System
Pharma R&D in a Value-based Healthcare SystemPharma R&D in a Value-based Healthcare System
Pharma R&D in a Value-based Healthcare Systemnenglezos
 
Biotechnology Publication
Biotechnology PublicationBiotechnology Publication
Biotechnology PublicationChad Houston
 
ValeriaPiras_NYUCapstone_PharmaM&AComm
ValeriaPiras_NYUCapstone_PharmaM&ACommValeriaPiras_NYUCapstone_PharmaM&AComm
ValeriaPiras_NYUCapstone_PharmaM&ACommValeria Piras
 
Commercial considerations in early drug development
Commercial considerations in early drug developmentCommercial considerations in early drug development
Commercial considerations in early drug developmentSunil Ramkali
 
Pharma Market Research Report Dec 2013
Pharma Market Research Report Dec 2013Pharma Market Research Report Dec 2013
Pharma Market Research Report Dec 2013Brian Attig
 
Leading Cultural Change
Leading Cultural ChangeLeading Cultural Change
Leading Cultural Changejamiepage
 
Inc Alliances Whitepaper
Inc Alliances WhitepaperInc Alliances Whitepaper
Inc Alliances Whitepapermkevinblackburn
 
Genetically Modified Organisms Are Bad Essay
Genetically Modified Organisms Are Bad EssayGenetically Modified Organisms Are Bad Essay
Genetically Modified Organisms Are Bad EssayCarla Bennington
 
Mr Raymond Dabney, CEO of CBIS, accepts invitation to speak at Harvard Medica...
Mr Raymond Dabney, CEO of CBIS, accepts invitation to speak at Harvard Medica...Mr Raymond Dabney, CEO of CBIS, accepts invitation to speak at Harvard Medica...
Mr Raymond Dabney, CEO of CBIS, accepts invitation to speak at Harvard Medica...MJDelaMasa
 
Ethics in the Workplace Case Competition
Ethics in the Workplace Case CompetitionEthics in the Workplace Case Competition
Ethics in the Workplace Case CompetitionSupriya Nair
 
The Power of Focus in Medical Technology
The Power of Focus in Medical TechnologyThe Power of Focus in Medical Technology
The Power of Focus in Medical TechnologyRevital (Tali) Hirsch
 
Actavis Pharmaceutical Company Essay
Actavis Pharmaceutical Company EssayActavis Pharmaceutical Company Essay
Actavis Pharmaceutical Company EssaySheri Elliott
 
BDX security Analysis
BDX security AnalysisBDX security Analysis
BDX security AnalysisYanira Garcia
 

Similar to PharmaVoice - Letter From the Editor - September 2010 (20)

Mdso primer book
Mdso primer bookMdso primer book
Mdso primer book
 
Pfizer and Merck cooperate to fight cancer
Pfizer and Merck cooperate to fight cancerPfizer and Merck cooperate to fight cancer
Pfizer and Merck cooperate to fight cancer
 
Big pharma-uncertain-future
Big pharma-uncertain-futureBig pharma-uncertain-future
Big pharma-uncertain-future
 
Pharma 2020 - Virtual R&D
Pharma 2020 - Virtual R&DPharma 2020 - Virtual R&D
Pharma 2020 - Virtual R&D
 
Whitepaper-Maximizing-the-Success-of-Your-CRO-Partnerships
Whitepaper-Maximizing-the-Success-of-Your-CRO-PartnershipsWhitepaper-Maximizing-the-Success-of-Your-CRO-Partnerships
Whitepaper-Maximizing-the-Success-of-Your-CRO-Partnerships
 
R&D leadership in crisis: rebuilding innovation through people
R&D leadership in crisis: rebuilding innovation through peopleR&D leadership in crisis: rebuilding innovation through people
R&D leadership in crisis: rebuilding innovation through people
 
Pharma R&D in a Value-based Healthcare System
Pharma R&D in a Value-based Healthcare SystemPharma R&D in a Value-based Healthcare System
Pharma R&D in a Value-based Healthcare System
 
Biosimilar Dug Development
Biosimilar Dug DevelopmentBiosimilar Dug Development
Biosimilar Dug Development
 
Biotechnology Publication
Biotechnology PublicationBiotechnology Publication
Biotechnology Publication
 
ValeriaPiras_NYUCapstone_PharmaM&AComm
ValeriaPiras_NYUCapstone_PharmaM&ACommValeriaPiras_NYUCapstone_PharmaM&AComm
ValeriaPiras_NYUCapstone_PharmaM&AComm
 
Commercial considerations in early drug development
Commercial considerations in early drug developmentCommercial considerations in early drug development
Commercial considerations in early drug development
 
Pharma Market Research Report Dec 2013
Pharma Market Research Report Dec 2013Pharma Market Research Report Dec 2013
Pharma Market Research Report Dec 2013
 
Leading Cultural Change
Leading Cultural ChangeLeading Cultural Change
Leading Cultural Change
 
Inc Alliances Whitepaper
Inc Alliances WhitepaperInc Alliances Whitepaper
Inc Alliances Whitepaper
 
Genetically Modified Organisms Are Bad Essay
Genetically Modified Organisms Are Bad EssayGenetically Modified Organisms Are Bad Essay
Genetically Modified Organisms Are Bad Essay
 
Mr Raymond Dabney, CEO of CBIS, accepts invitation to speak at Harvard Medica...
Mr Raymond Dabney, CEO of CBIS, accepts invitation to speak at Harvard Medica...Mr Raymond Dabney, CEO of CBIS, accepts invitation to speak at Harvard Medica...
Mr Raymond Dabney, CEO of CBIS, accepts invitation to speak at Harvard Medica...
 
Ethics in the Workplace Case Competition
Ethics in the Workplace Case CompetitionEthics in the Workplace Case Competition
Ethics in the Workplace Case Competition
 
The Power of Focus in Medical Technology
The Power of Focus in Medical TechnologyThe Power of Focus in Medical Technology
The Power of Focus in Medical Technology
 
Actavis Pharmaceutical Company Essay
Actavis Pharmaceutical Company EssayActavis Pharmaceutical Company Essay
Actavis Pharmaceutical Company Essay
 
BDX security Analysis
BDX security AnalysisBDX security Analysis
BDX security Analysis
 

More from gbashe

BWT - Dropped From Health Care Bill
BWT - Dropped From Health Care BillBWT - Dropped From Health Care Bill
BWT - Dropped From Health Care Billgbashe
 
Grow Strong Alliances and Foster Dialogue
Grow Strong Alliances and Foster DialogueGrow Strong Alliances and Foster Dialogue
Grow Strong Alliances and Foster Dialoguegbashe
 
Research: Are You Asking the Right Questions?
Research: Are You Asking the Right Questions?Research: Are You Asking the Right Questions?
Research: Are You Asking the Right Questions?gbashe
 
Strategies 3.10
Strategies 3.10Strategies 3.10
Strategies 3.10gbashe
 
Cbi Brochure
Cbi BrochureCbi Brochure
Cbi Brochuregbashe
 
Bulldog Reporters Ir Alert Fda Takes Baby Steps On Biosimilars 3.10.10
Bulldog Reporters Ir Alert   Fda Takes Baby Steps On Biosimilars 3.10.10Bulldog Reporters Ir Alert   Fda Takes Baby Steps On Biosimilars 3.10.10
Bulldog Reporters Ir Alert Fda Takes Baby Steps On Biosimilars 3.10.10gbashe
 
Bio World Insight 2 1 10
Bio World Insight 2 1 10Bio World Insight 2 1 10
Bio World Insight 2 1 10gbashe
 
Makovsky MMM
Makovsky MMMMakovsky MMM
Makovsky MMMgbashe
 
CBI\'S 4TH ANNUAL SUMMIT ON BIOSIMILARS AND FOLLOW-ON BIOLOGICS
CBI\'S 4TH ANNUAL SUMMIT ON BIOSIMILARS AND FOLLOW-ON BIOLOGICSCBI\'S 4TH ANNUAL SUMMIT ON BIOSIMILARS AND FOLLOW-ON BIOLOGICS
CBI\'S 4TH ANNUAL SUMMIT ON BIOSIMILARS AND FOLLOW-ON BIOLOGICSgbashe
 
6th Annual Biosimilars 2010 (Usa)
6th Annual Biosimilars 2010 (Usa)6th Annual Biosimilars 2010 (Usa)
6th Annual Biosimilars 2010 (Usa)gbashe
 
Identity Crisis
Identity CrisisIdentity Crisis
Identity Crisisgbashe
 
CBI's 3rd Biosimilars and FOB Summit
CBI's 3rd Biosimilars and FOB SummitCBI's 3rd Biosimilars and FOB Summit
CBI's 3rd Biosimilars and FOB Summitgbashe
 
MM&M Feature: Social Etiquette
MM&M Feature: Social EtiquetteMM&M Feature: Social Etiquette
MM&M Feature: Social Etiquettegbashe
 
Health Strategies
Health StrategiesHealth Strategies
Health Strategiesgbashe
 

More from gbashe (14)

BWT - Dropped From Health Care Bill
BWT - Dropped From Health Care BillBWT - Dropped From Health Care Bill
BWT - Dropped From Health Care Bill
 
Grow Strong Alliances and Foster Dialogue
Grow Strong Alliances and Foster DialogueGrow Strong Alliances and Foster Dialogue
Grow Strong Alliances and Foster Dialogue
 
Research: Are You Asking the Right Questions?
Research: Are You Asking the Right Questions?Research: Are You Asking the Right Questions?
Research: Are You Asking the Right Questions?
 
Strategies 3.10
Strategies 3.10Strategies 3.10
Strategies 3.10
 
Cbi Brochure
Cbi BrochureCbi Brochure
Cbi Brochure
 
Bulldog Reporters Ir Alert Fda Takes Baby Steps On Biosimilars 3.10.10
Bulldog Reporters Ir Alert   Fda Takes Baby Steps On Biosimilars 3.10.10Bulldog Reporters Ir Alert   Fda Takes Baby Steps On Biosimilars 3.10.10
Bulldog Reporters Ir Alert Fda Takes Baby Steps On Biosimilars 3.10.10
 
Bio World Insight 2 1 10
Bio World Insight 2 1 10Bio World Insight 2 1 10
Bio World Insight 2 1 10
 
Makovsky MMM
Makovsky MMMMakovsky MMM
Makovsky MMM
 
CBI\'S 4TH ANNUAL SUMMIT ON BIOSIMILARS AND FOLLOW-ON BIOLOGICS
CBI\'S 4TH ANNUAL SUMMIT ON BIOSIMILARS AND FOLLOW-ON BIOLOGICSCBI\'S 4TH ANNUAL SUMMIT ON BIOSIMILARS AND FOLLOW-ON BIOLOGICS
CBI\'S 4TH ANNUAL SUMMIT ON BIOSIMILARS AND FOLLOW-ON BIOLOGICS
 
6th Annual Biosimilars 2010 (Usa)
6th Annual Biosimilars 2010 (Usa)6th Annual Biosimilars 2010 (Usa)
6th Annual Biosimilars 2010 (Usa)
 
Identity Crisis
Identity CrisisIdentity Crisis
Identity Crisis
 
CBI's 3rd Biosimilars and FOB Summit
CBI's 3rd Biosimilars and FOB SummitCBI's 3rd Biosimilars and FOB Summit
CBI's 3rd Biosimilars and FOB Summit
 
MM&M Feature: Social Etiquette
MM&M Feature: Social EtiquetteMM&M Feature: Social Etiquette
MM&M Feature: Social Etiquette
 
Health Strategies
Health StrategiesHealth Strategies
Health Strategies
 

PharmaVoice - Letter From the Editor - September 2010

  • 1. LETTER from the editor THE FORUM FOR THE INDUSTRY EXECUTIVE Volume 10 • Number 8 PUBLISHER Lisa Banket Comparative effectiveness EDITOR Taren Grom All roads lead to CER... CREATIVE DIRECTOR Marah Walsh It seems as though the term CER, or comparative effective- MANAGING EDITOR ness research, is in the air everywhere I turn these days — it Denise Myshko was the subject of nine distinct sessions at the recent DIA 46th SENIOR EDITOR Robin Robinson Annual Meeting (check out the Editor’s Take videos recorded FEATURES EDITOR at the conference at pharmavoice.com) and it will be the focus Kim Ribbink of the upcoming 4th Annual Comparative Effectiveness CONTRIBUTING EDITOR Research Summit to be held in Philadelphia this November. Carolyn Gretton And so it is with this issue as well, which is not entirely by happenstance.As this month’s DESIGN ASSOCIATE Forum outlines, CER is going to have a huge impact on every stakeholder in healthcare Ariel Medel delivery and will require everyone to take a much broader view of the healthcare system.In NATIONAL ACCOUNT MANAGER brief,comparative effectiveness data are geared broadly to multiple decision-makers to pro- Cathy Tracy vide real-world evidence of the outcomes of various treatments.For physicians,CER is going CIRCULATION ASSISTANT to provide the ability to analyze treatment choices and pick what’s best for their individual Kathy Deiuliis patients. For patients, it’s going to provide them with more information that can help set Copyright 2010 their expectations for their treatment. For payers, comparative effectiveness will provide by PharmaLinx LLC, Titusville, NJ support for decision-making about product access and formulary placement that is based Printed in the U.S.A. Volume Ten, Number Eight on real-world outcomes. (Please turn to the Forum in this issue, for more information.) As a result of comparative effectiveness,the pharmaceutical business model will need to PharmaVOICE (ISSN: 1932961X) is published monthly except joint issues in July/Aug. and Nov./Dec., by change. According to IMS Health, a more focused effort, or niche model, will address not PharmaLinx LLC, P.O. Box 327, Titusville, NJ 08560. only what patient populations to target but what populations not to target.Sydney Clark of Periodicals postage paid at Titusville, NJ 08560 and addi- IMS says companies will need more data to prove clinical and economic value of their drugs, tional mailing offices. and decision-making will become more complicated.Pharma companies will need to make Postmaster: Send address changes to PharmaVOICE, these tough decisions earlier on in the process so they have the data to convince stake- P.O. Box 292345, Kettering, OH 45429-0345. holders that their drug will be differentiated in the marketplace. (To read more about the PharmaVOICE Coverage and Distribution: Domestic subscriptions are available at $190 for one emerging niche model, please turn to the article on Nichebusters vs. Blockbusters). year (10 issues). Foreign subscriptions: 10 issues The pressure of comparative effectiveness will also have an impact on the discovery US$360. Contact PharmaVOICE at P.O. Box 327, pipeline,says Gil Bashe of Makovsky + Company.As government agencies require proof of Titusville, NJ 08560. Call us at 609.730.0196 or FAX your order to 609.730.0197. comparative effectiveness before awarding any government reimbursement, companies will think twice about what types of drugs to bring to market. In the future, he says big Contributions: PharmaVOICE is not responsible for unsolicited contributions of any type. Unless otherwise pharma will take on a mass-market disease only if it can provide a big step forward in agreed in writing, PharmaVOICE retains all rights on terms of treatment solutions. material published in PharmaVOICE for a period of six This sentiment is echoed by the subject of this month’s industry bio, Dr. Leon Smith, months after publication and reprint rights after that period expires. E-mail: tgrom@pharmavoice.com. who has been practicing medicine for more than 60 years and is a pioneer in infectious disease. One of his greatest concerns is a dearth of research into new drugs, particularly Change of address: Please allow six weeks for a change of address. Send your new address along with your sub- antibiotics in the wake of gram-negative resistance to existing antibiotics. (To read more scription label to PharmaVOICE, P.O. Box 292345, Kettering, about his inspiring career, please turn to the feature story The Age of Excellence.) OH 45429-0345. Call us at 800.607.4410 or FAX your change As CER becomes more established and gains acceptance in the United States, the to 937.890.0221. E-mail: mwalsh@pharmavoice.com. already astronomical cost of drug development is likely to continue to increase due to the IMPORTANT NOTICE: The post office will not forward copies of this magazine. PharmaVOICE is not respon- need for ever larger studies with potentially longer duration to demonstrate superiority sible for replacing undelivered copies due to lack of or in end points. As Ogilvy CommonHealth thought leaders outline in their VIEW on Med Ed late notification of address change. — Comparative Effectiveness Research: Watch and Worry or Weigh In and Leverage? — Advertising in PharmaVOICE: To advertise in Pharma- justification for healthcare choices should include effectiveness, safety, and convenience VOICE please contact our Advertising Department at for an individual patient, in addition to cost. As such, med ed groups will have a great P.O. Box 327, Titusville, NJ 08560, or telephone us at 609.730.0196. E-mail: lbanket@pharmavoice.com. opportunity to partner with manufacturers to educate decision-makers and the general public about the nuanced value of CER. (To read more about the impact of CER on this Letters sector, please reference the VIEW on Med Ed.) Send your letters to feedback@pharmavoice.com. Please include your name, title, company, and busi- Where CER will eventually take us is anybody’s best guess, but the ride will no doubt ness phone number. Letters chosen for publication be interesting. may be edited for length and clarity. All submissions become the property of PharmaLinx LLC. Printed on recycled paper PharmaVOICE September 2010 3