Pf Magazine May 2016

R I S E of the VAC C I N E S

May 2016 PHAR MAFI E LD.CO.U K

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WELCOME

EDITOR

John Pinching john@pharmafield.co.uk A S S I S TA N T E D I T O R

Amy Schofield amy@pharmafield.co.uk ART DIRECTOR

Emma Warfield emma@pharmafield.co.uk SALES & MARKETING DIRECTOR

Hazel Lodge hazel@pharmafield.co.uk FINANCIAL CONTROLLER

Fiona Beard finance@events4healthcare.com P f AWA R D S

Melanie Hamer melanie@events4healthcare.com PUBLISHER

Karl Hamer karl@events4healthcare.com pharmafield.com events4healthcare.com @newpfmag @pharmajobsuk HEAD OFFICE

Spirella Building Bridge Road Letchworth Garden City Hertfordshire SG6 4ET United Kingdom Cover illustration by Alex Buccheri @this_is_bucci The content of and information contained in this magazine are the opinions of the contributors and/or the authors of such content and/or information. Events 4 Healthcare accepts no responsibility or liability for any loss, cost, claim or expense arising from any reliance on such content or information. Users should independently verify such content or information before relying on it. The Publisher (Events 4 Healthcare) and its Directors shall not be responsible for any errors, omissions or inaccuracies within the publication, or within other sources that are referred to within the magazine.

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A

Letter from the Editor

s you may have noticed, Pf Magazine has gone through some quite radical changes.

Yes, that is a curiously slick and compelling front cover you’ve just opened! You see, we are at the dawn of a new and exciting chapter; we are at the frontier of transformation; we are climbing the mountain of positive change. And, what’s more, we want you to come with us – absorbing, inspiring and shaping everything we do.

Pf Magazine will explore exactly what it is to be part of the most exciting industry in the world, what makes it so captivating and what affects its global operation on a daily basis. At the heart of this challenge, is always appreciating the talented, dynamic and diverse pharma workforce, in all its many forms.

With this considered, we will be taking a multi-faceted approach to news, combining all the vital elements that comprise our incredible industry – disease areas, science, healthcare, companies, careers and, of course, people, products and power.

Our unique features will also take a panoramic view of the vibrant pharma terrain, focusing on politics, treatment breakthroughs, the NHS, new perspectives, technology and innovation, while also bringing colour to the ever-changing political landscape.

Ultimately, how the magazine looks and feels should be like holding a mirror up to its readers, and that’s precisely why we want you to embrace Pf Magazine as your representative, and trusted comrade, with whom you can interact, converse, evolve and, who knows, even laugh.

In achieving this Pf Magazine will dare to be different, push the boundaries, encourage the debate and take on the biggest issues of our times, after all, isn’t that what pharma is all about.

As editor, I will be proud to bring you the most enthralling publication in the known pharmaverse and, as readers, I sincerely hope you will join me on this incredible voyage.

The information contained in this magazine and/or any accompanying brochure is intended for sales and marketing professionals within the healthcare industry, and not the medical profession or the general public.

Pf is published monthly. For subscription details, telephone 01462 476120 or email hello@pharmafield.co.uk.

M AG A ZI N E | M AY 2016 | 1

MAGAZINE

Contents Treatment breakthroughs are surfacing at a faster rate than ever before, and history will witness that, for vaccines, and the companies developing them – this is the second coming.

Cover story, page 10

03

13 F E AT U R E

T EC H N O LO GY

Laying down the latest healthcare, pharma and NHS rhythms

Chucking healthcare ignorance into the petri dish of shame

Med devices are flourishing and the UK is racing ahead

N E WS

08 DISCUSSION

For better or worse pharma is as ubiquitous as Apple

10

14 POLITICS

NHS England’s top table welcomes yet another dream team

16

19

20 T EC H N O LO GY

Can digital rule as patients become more in tune with their health?

22

C OV E R S TO RY

COFFEE BREAK

EVENTS & CONFERENCES

Vaccines seem old hat but they’re still right at the cutting edge

Pharma marketing star shares her secrets over a decaf

As industry meetings thrive pharma folk must feel appreciated

12 OPINION

Our modern life correspondent reaches for the scalpel

2 | PH A R M A FI EL D.CO. U K

18

24

OPINION

P H A R M A TA L E N T

What our pharmacists must do to prove themselves

The sacred shrine of career inspiration, advice, ambition and success

NEWS

DRUGS

Afinitor® breast cancer drug OK for use in Scotland

I N N OVAT I O N

Brilliant Brilinta AstraZeneca has announced that Brilinta (ticagrelor) is now the preferred treatment for certain heart patients in the US. The American College of Cardiology (ACC), and American Heart Association (AHA), have released a treatment guideline on the duration of dual antiplatelet therapy (DAPT).

This update is the first time the ACC/AHA has recommended Brilinta, over clopidogrel, for patients who have experienced an ST-elevation

AWA R E N E S S

DEMENTIA AWARENESS WEEK TACKLES DISEASE MYTHS

myocardial infarction. It is also the first US guideline to provide the medical community with insights drawn from the PEGASUSTIMI 54 trial.

Elisabeth Björk, Vice President, Head of Cardiovascular and Metabolic Diseases, Global Medicines Development, AstraZeneca, said: “We are pleased that the ACC/AHA have further recognised the role of Brilinta, across a broad spectrum of ACS.”

The Scottish Medicines Consortium (SMC) has accepted Afinitor ® (everolimus), for women with advanced breast cancer within NHS Scotland.

Everolimus – in combination with exemestane – is indicated for use in postmenopausal women, without symptomatic visceral organ disease, and following recurrence after use of a non-steroidal aromatise inhibitor.

Novartis had recognised an unmet need for this group of patients in Scotland and, before everolimus was accepted by the SMC, the only alternative treatment was chemotherapy.

This decision follows a swift resubmission

by Novartis, to the SMC, after everolimus initially failed to get recommendation in October 2015.

Barbara McLaughlan, Head of External Affairs, Novartis Oncology UK and Ireland, said: “We’re delighted with this outcome, which reflects how the new SMC evaluation process is making a positive difference for people living with cancer in Scotland.”

A

lzheimer’s Society’s awareness-raising campaign, Dementia Awareness Week, is taking place from 15 to 21 May. This year, the campaign will focus on encouraging people across England, Wales and Northern Ireland to ‘confront dementia head on’.

During Dementia Awareness Week, Alzheimer’s Society wants to spread the word that, if people are worried about dementia, they are not alone, and support is available. The Society wants to tackle the myths and misunderstandings around dementia, and show people that life doesn’t end where dementia begins.

Events and activities will take place up and down the UK, and will be supported by celebrities Gloria Hunniford and Richard Hawley. The week will kick off with a dementia-friendly cricket match at The Oval.

New research into attitudes towards dementia diagnosis, and people’s perceptions of living with dementia, is currently being commissioned

by Alzheimer’s Society, and forms part of the campaign.

M AG A ZI N E | M AY 2016 | 3

VAC C I N E S

BAC K T WE ET THE WORD ON CYBER STREET

World’s first dengue vaccine programme launches

Sasha Simic @sashasimic

Sanofi and its global vaccines business unit, Sanofi Pasteur, have launched the world’s first public dengue immunisation programme in the Philippines.

The Philippines’ Department of Health plans to vaccinate one million public school children against dengue fever, using Sanofi Pasteur’s tetravalent dengue vaccine, Dengvaxia®.

The vaccine was approved for use in the Philippines, in individuals

#juniordoctors Niki Fitzgerald: “We need to demand @The_TUC calls a national demonstration in support of #JuniorDoctorsStrike and the #NHS” Clare Gerada @clarercgp

No-one, not #juniordoctors nor patients,nor @AoMRC want a full strike so please @Jeremy_Hunt re-open mediation. This is bigger than all of us

from nine to 45 years of age, for the prevention of dengue fever. The vaccine has been shown to prevent eight out of ten dengue hospitalisations, and up to 93% of severe dengue, in a study of participants aged nine years and older.

This includes haemorrhagic dengue fever, which can be fatal.

Asia currently bears 70% of the world’s dengue burden. In the Philippines alone, 200,000 cases of dengue were reported in 2013.

Heidi Alexander @heidi_mp

So much wrong with Hunt’s handling of #juniordoctors contract – not least impact on female docs revealed today.

A shambolic & shameful mess.

GSK @GSK

#leadingscience requires collaboration. That’s why we’ve teamed up with over 1,500 organisations around the world Josh Kruger @JoshKrugerPHL

For me, an integral part of living with #HIV is adhering to my med.

It’s one pill that I take once a day.

I don’t have any side effects.

Pfizer Inc. @pfizer

We’re working hard to make treatment advances happen for patients with #metastaticBC Alison Moore @AliJaneMoore

Every time I read 300+ pages of CCG board papers I feel there has to be a better way to commission & monitor healthcare locally NHS Smokefree @nhssmokefree

Remember not to give in to temptation if anyone offers you a cigarette this weekend.

Stay strong, you can do it!

4 | PH A R M A FI EL D.CO. U K

DISEASE AREA .

ZIKA VIRUS FOUND IN VIETNAM

The Zika virus has been found in two Vietnamese women, according to the country’s health ministry.

Both fell ill during late March, and three rounds of tests confirmed that the women – a 64-year-old in the beach city of Nha Trang, and a 33-year-old in Ho Chi Minh City – are Zika positive.

The Zika virus – which causes rare birth defects – has been linked to thousands of suspected cases in Brazil.

This, however, is the first sign of Zika in Vietnam, the Health Ministry said, in a statement. Both women are now in a stable condition, and the infection does not appear to have spread to relatives or neighbours.

According to the US Centres for Disease Control and Prevention, the virus is being actively transmitted in 30 countries, mostly in the Americas. It is feared that many more cases will surface when mosquito numbers rise, during the summer months.

NEWS L I T I G AT I O N

MSD wins Gilead infringement case Merck (MSD outside the United States and Canada) has won $200 million in damages, from Gilead Sciences.

It relates to methods used when developing Hepatitis C treatments.

The jury awarded the damages as compensation for infringement, up to December 2015. The Court will hold separate proceedings, on royalties owed by Gilead, for all infringing products sold from January 2016.

DRUGS.

A P P R OVA L S

NHS GREEN LIGHT FOR JANSSEN HIV DRUG NHS England will fund Janssen’s HIV combination drug REZOLSTA® (darunavir/cobicistat).

Clinicians across England will now routinely prescribe darunavir – the UK’s most prescribed protease inhibitor2 – combined with a ‘booster’, in only one tablet.

The once-daily, fixed-dose combination, is indicated for use with other antiretroviral medications. It will treat adults with HIV-1, whose virus does not carry darunavir resistance-associated mutations.

For patients whose drug adherence is an issue, it is an important milestone. Fewer than two out of three HIV patients in the UK report 100% adherence, after eight months of treatment, and experts believe that this could increase patient discipline. Adherence of 95% is required to prevent HIV becoming resistant to medication.

AZ and Eli Lilly prolong Alzheimer’s trial

A

straZeneca and Eli Lilly have announced that a pivotal clinical trial, for people with early Alzheimer’s disease, will continue.

‘AMARANTH’ is a Phase II/III study of AZD3293 – an oral beta secretase cleaving enzyme (BACE) inhibitor, currently in development as a potential treatment for early Alzheimer’s disease.

AMARANTH’s independent data monitoring committee recommended that the study continues without modification, after a scheduled interim safety analysis was conducted. This was not, however, designed to review efficacy.

AZD3293 has been shown, in Phase I studies, to reduce levels of amyloid beta in the cerebro-spinal fluid of people with Alzheimer’s disease, and healthy volunteers.

The progression of Alzheimer’s disease is characterised by the accumulation of amyloid plaque in the brain, and BACE is an enzyme associated with the development of amyloid beta. Inhibiting it is expected to prevent the formation of the plaque, and eventually slow the progression of the disease.

Menelas Pangalos, Executive Vice President, IMED Biotech Unit, AstraZeneca, said: “BACE inhibitors have the potential to target one of the key drivers of disease progression, and we are delighted that our combined efforts have resulted in the development of AZD3293. Disease modifying approaches, such as this, have the potential to transform the treatment of Alzheimer’s disease, and help patients.”

Phyllis Ferrell, Vice President and Global Development Leader for Alzheimer’s disease, at Lilly added: “This is an important and meaningful step forward on the path to better understand the Alzheimer’s puzzle.”

AstraZeneca and Lilly announced an alliance in 2014, for the development and commercialisation of AZD3293/LY3314814.

Lilly leads clinical development, under the terms of the agreement, in collaboration with researchers from AstraZeneca’s Neuroscience Research and Development Team. AstraZeneca will be responsible for manufacturing.

M AG A ZI N E | M AY 2016 | 5

I N N OVAT I O N

M E R G E R S & AC Q U I S I T I O N S

Allergan deal Pfizzles The merger agreement between Pfizer and Ireland-based Allergan has ended by mutual agreement.

The termination of the deal followed the unveiling of new US Treasury rules on Monday, aimed at curbing so-called ‘tax inversion’ deals. The merger would have allowed New York-based Pfizer to cut its tax bill, by relocating to Ireland, where rates of tax are lower.

The companies concluded that the actions qualified as an ‘Adverse Tax Law Change’, under the terms of the merger agreement, and called a halt to the $160 billion deal. Neither company was named in the updated rules.

A P P R OVA L S

U-turn on prostate cancer therapy NHS patients in England with prostate cancer will now have early access to a drug that can delay the need for chemotherapy.

NICE has made a U-turn on Zytiga (abiraterone), after previously rejecting it, on the grounds of cost.

The organisation previously stated that abiraterone – which originally held a £3000 monthly price tag – was not cost-effective in patients with early-stage cancers.

The approval comes after manufacturer Janssen agreed a lower price for the drug, as well as submitting fresh data about its effectiveness to NICE. Abiraterone stops more testosterone from reaching the prostate gland, thereby stifling tumours. It is currently used following chemotherapy, at the end-of-life stage, giving patients a few extra months of life.

The hormone therapy will now be offered to almost 6000 patients.

6 | PH A R M A FI EL D.CO. U K

SCIENTISTS CREATE FLU TRAP FOR BUGS

S

Scientists at the University of Manchester have developed a special fabric, designed to ‘trap’ the influenza virus, and prevent the spread of infection.

The fabric coating – developed to be used in face masks and air filters – contains molecules with a similar formation to the carbohydrate structures on the surfaces of cells. which cover the oesophagus. The molecules trapped more than 99% of flu viruses they came into contact with.

Dr Ian Rowles, from the University of Manchester, said: “We hope that, eventually, we’ll be able tackle all pathogens by using this technology.”

anofi and Regeneron have announced positive topline results from their Phase III Praluent® (alirocumab) study. The ODYSSEY ESCAPE trial evaluated the injection in patients with an inherited form of high cholesterol, whose levels required chronic, weekly or bi-weekly apheresis therapy.

Apheresis is an invasive and lengthy procedure, similar to kidney dialysis, where LDL cholesterol is removed from the blood. It is also known to be difficult to access for many patients.

The trial met its primary endpoint, demonstrating that adding Praluent to a patient's current treatment regime, reduces the frequency of their apheresis therapy, by 75%, compared to placebo. 63% of patients treated with Praluent no longer required apheresis. This compared to 0% of placebo patients.

Bill Sasiela, Regeneron’s VP, Program Direction, said: “This is the first time a PCSK9 inhibitor has shown, in a clinical study, that it reduced the frequency of apheresis therapy – an invasive, difficult to access, time-consuming and expensive treatment for some of the most difficult-to-treat patients.”

I N N OVAT I O N .

‘Holy grail’ packages out to destroy cancer

R

esearchers in South Australia are developing nanotech – ‘smart packages’ to more efficiently target and destroy cancer cells, without harming healthy cells.

Professor Colin Raston, from Flinders University in South Australia, described the discovery as “the holy grail of medicine.”

The folate molecules, contained within the smart packages, seek out and bind themselves to cancer cells, which have lower pH levels than healthy cells. They then release anticancer drugs, to kill the targeted cells, without harming cancer-free cells in the vicinity.

NEWS The delivery ‘vehicles’ are 100 nanometres in diameter – almost 800 times finer than a human hair – making them the ideal size for targeting tumours.

“You can use the vehicles for any number of different cancer cells, or combination of different cancer cells,” said Prof Raston.

“You can load it up, and target them using specific types of drugs.”

The research was conducted in collaboration with Dr Jingxin Mo from China’s Sun Yat-sen University, and Professor Lee Yong Lim from the University of Western Australia.

I N N OVAT I O N

Electric Avenue New data suggests that electrically stimulating the brain, in stroke patients, can help to boost recovery.

Researchers found that patients who were given electrical treatment – alongside rehabilitation sessions – recovered better than people who only undertook rehabilitation.

The study involved 24 people who had suffered strokes, a minimum of six months before the study began, and who still found it difficult to move their arms or hands.

Each volunteer underwent nine sessions of intensive rehabilitation for the affected limbs, while 11 also received an additional electrical therapy called 'transcranial direct current stimulation', for the first 20 minutes of the session.

The electrical therapy involved the placing of electrodes on the scalps of volunteers, and passing a low current into the affected area of the brain.

Those who were treated with electrical stimulation to the brain experienced additional improvement to arm movement, and some found it easier to complete everyday tasks.

Lead researcher, Prof.

Johansen-Berg, said that electrical therapy might work, by boosting the ability of the brain to rewire, after strokes.

M AG A ZI N E | M AY 2016 | 7

WORDS BY

John Pinching

Modern Phamily Most people don’t know it, but pharma is everywhere.

I

t’s in our films, books, music, and even in our medicine cabinets.

Culturally, pharma is as ubiquitous as tea or Apple.

When five-time grand slam champion, Maria Sharapova, recently stood before a lectern – and a stunned global audience – to perform a toe-curling, hopelessly stagemanaged ‘confession’, it placed pharma firmly on the front page. Not that anyone outside pharma would necessarily see it.

While the Russian superstar strained every sinew to look sad-eyed, doleful, apologetic and – most challengingly – human, most of the world saw this as simply a ‘doping scandal’ or, even, a tennis story. But, actually, and intriguingly, this was a pharma tale of our times.

Sharapova’s failed drug test had been the result of the heart condition drug, Mildronate (aka Meldonium), being found, during a routine blood test in Australia.

The discovery, its consequences and the sequence of events – taking place over a decade – leading up to the exposure, made it a story firmly entrenched in a bizarre healthcare labyrinth.

It should be pointed out that the medication in question has been, historically, used to help people with heart conditions to recover; usually over a six-week prescribed course.

The treatment provides improved blood flow; essential to a patient’s survival.

Why, then, was an incredibly fit,

8 | PH A R M A FI EL D.CO. U K

SHADE young athlete taking a heart condition medication, since 2006!?

Let’s assume, for a second, that it was being used to speed up recovery times, in a person without a heart condition – that a legitimate, legal pharmaceutical product was being used for something other than which it was intended, in order to achieve results it was not designed for. Some might suggest that this is doping in its purest form – enlisting a synthetic solution to the age-old problem of exhaustion. Or, in this case, perhaps, the age-old problem of Serena Williams (Sharapova has an ego-sapping, ‘heartbreaking’ head-to-head of 19-2 against her). Enough to drive anyone to a ‘meld-down’, you might say.

There were also some fascinating linguistics used in order to yield public sympathy. In her press conference Sharapova made it clear that this was a drug prescribed by her ‘family doctor’.

To the untrained ear this was – not a fabricated and cynical PR stunt – but a claim that, just like you and I, she has to book an appointment with the 'family doctor', wait in the family doctor’s ghastly waiting room, while reading the family doctor’s well-thumbed copies of Bella, from 2009. She’s just like you and I, making the pilgrimage to the family doctor, and picking up a prescription from the family doctor. What could be more normal?

Well, I don’t know about you, but I don’t have a globe-trotting team of fully-qualified, full-time health professionals looking after my every nutritional and medicinal need.

This story will run, and it won’t end well for Sharapova, but it does serve to remind us – industry folk – that we are often woven into the fabric of mainstream stories, but the true message is lost in a welter of gossip and ‘victims’. Don’t let research, development, science and the thousands of miles that representatives travelled in order to change lives, get in the way of a good story! The truth is that Meldonium was not created to win Wimbledon, but it has altered the course of history for thousands of patients.

DISCUSSION

Modern medicine is accelerating at such speed that presentations can undergo fundamental changes, and compelling additions, at a moment’s notice.

B

eyond the tabloid headlines, UK pharma is in a period of revolution, while re-establishing itself as one of the most pioneering industries on the planet.

In spite of the scientific and technological breakthroughs, however, it is unlikely that any young people are kept awake at night by the prospect of a career in pharma, let alone dreaming of transforming millions of lives in the process.

For a complex set of reasons – not least the draconian restrictions imposed on pharma by governing bodies – we have been conditioned not to ask ‘how and why Aunt Edna has been able to live until 126’. Indeed, I doubt that one per cent of all university leavers even know that a job in the commercial side of pharmaceutical products evens exists.

People are still more likely to ‘land’ in pharma, due to an unusual set of circumstances – like glancing at a job ad in someone else’s newspaper, on the train – or simply ‘by accident’. In my experience, hardly anyone works at a pharma company by design. Given that the modus operandi for industry is – in essence – to keep people alive, that’s quite weird.

If people don’t really know what pharma is, it’s a bit like not knowing what a computer does, or never having heard of space travel.

Although pharma has much to do when it comes to public image, for the people entering industry – by hook or by crook – or those already ensconced in it, a glorious new chapter is being embarked upon; days are

LIGHT there to be seized, as the ‘sales template’ is dumped into non-recyclable waste, and the prospect of a role, in which individuality can thrive, emerges.

Digital is taking off – a little later than expected – and the production line of identikit representatives has been shut down for good. In the brave new pharma universe, most representatives are tech-savvy, diseaseaware product gurus, with a penchant for engaging communication. It is no longer possible to rock up to a doctor’s surgery and rely on auto-pilot. Modern medicine is accelerating at such speed that presentations can undergo fundamental changes, and compelling additions, at a moment’s notice.

Someone turning into a hospital carpark, in Ipswich or Hull or Basingstoke, may suddenly be confronted with real world data, on their iPad, which has materialised from an extensive trial in Cape Town, New York or Beijing. Someone in Milton Keynes may be pacing towards a commissioner’s office when they suddenly receive word that a cancer drug has been approved.

These factors will need to be candidly incorporated into the discussion and can – quite literally – mean the difference between life and death.

Star Medical’s Polly Appleby is probably better qualified than anyone to observe the significant movement in the force, and how pharma has become a different solar system to the one she first entered, over a quarter of a century ago.

“Our customers’ environments have changed,” she told Pf Magazine. “They’re taking on additional responsibilities, beyond patient care. This has led the industry to shift its focus, from volume, to account management. Using sophisticated targeting, it is now essential to put the best people in the right places.”

“It’s also much harder to see customers,” she added “So hiring resourceful, determined and persistent people, who can deliver value, that’s tailored to each customer’s unique circumstances, is critical. Sales people are working larger territories, and using their initiative, to deliver more, with less.

There’s a greater sense of accountability.”

Polly also thinks that the future will yield more change. “Our focus on the environment will drive more demand for outsourced and syndicated teams. As a Regional Business Manager with the Star Medical Syndicated Team, I’ve helped them build a talented, positive and agile resource – informed by sophisticated technology – which can flex, in order to optimise the strongest environments.”

So, as we begin to begin to fully comprehend the possibilities of a neopharma odyssey – in which very different individuals roam – flexible pharma freestylers are already offering bespoke packages, encouraging commissioners to confidently open their doors. With the possible exception of Maria Sharapova’s ‘family doctor’, that is.

M AG A ZI N E | M AY 2016 | 9

John Pinching I L L U S T R A T I O N B Y Alex Buccheri WORDS BY

RISE of the VACCINES I n the western world, two iconic images have come to define ‘needles’, vaccinations and the general melting pot of injections (it’s striking how many people still don’t make any distinction between these categories!).

The first is the filth and degradation of heroin dependency, popularised in the film Trainspotting and – in glorious contrast – the second, is the trypanophobic image of a rotund nurse, wielding an impossibly large syringe, as weeping school children queue, paralysed by fear.

Indeed, I still have vivid infantile recollections of being summoned to the nurse, for my TB jab, and having to make a detour to a remote convenience, in order to compose myself. There, pacing among the urinals, I found the ‘toughest boy in the year’, evidently shaken to the core – tortured by the thought of a gargantuan, poison-laced spike savaging his flesh.

Bonded by terror, we carefully went through the possible scenarios, when it came to being vaccinated, and this included – as I recall – death.

The irony was entirely lost on the young Pinching, and it genuinely never occurred to me that the jab was, in actual fact, saving me from a deadly disease which, hitherto, had killed thousands. Eventually, my fellow ‘fear prisoner’, and I, completed the walk of shame, to the nurse’s room. When it was his turn, the ‘toughest boy in the year’ emitted a short, sharp scream – as he was inoculated – before emerging, from behind the curtain, and fleeing. We never spoke again – we were just two more guys with a dark secret.

What should not be shrouded in secrecy is the vital role that vaccinations continue to play in the survival of the human race.

10 | PH A R M A FI EL D.CO. U K

In spite of what some view as a medicine delivery system that belongs in the asylums of a bygone age; vaccines remain at the cutting edge of science – offering salvation to millions worldwide. Treatment breakthroughs are surfacing at a faster rate than ever before, and history will witness that, for vaccines, and the companies developing them – this is the second coming.

The intrepid scientific breakthroughs have been timely – but have also come at a price. Ebola has, before our very eyes, fallen off the dreaded red ticker tape of 24 hour news; we no longer read about the suffering of those people in North Africa, whose communities were devastated by this unrelenting condition.

The outbreak began in 2013 and – following WHO’s unprecedented license to ‘experiment’ with possible treatments – a race for a preventative vaccine duly unfolded. Small US-based firm Novavax experienced some success with their early version of a vaccine in 2014, and the guys at National Microbiology Laboratory, in Canada, brought us the 100% unpronounceable, but ‘100% effective’, VSVEBOV vaccine, which has made it to phase III trials. Furthermore, GSK demonstrated a fearless approach – not to mention creative zeal – by using a chimpanzee’s cold virus, in the development of its candidate, which is also at an advanced phase.

In spite of the success, and speed at which these medical marvels have been realised, there is still sneering from the, mainly, British press. They will – with no appreciation of what it takes, in terms of cost, personnel and technology, to jump into the serpent’s pit of deadly diseases – ask arbitrary questions, like ‘why wasn’t it discovered earlier?’ and, ‘if we’ve known

We are climbing the mountain of inoculation history, and the view is spectacular – but complicated. about it so long, why are you only doing something now?’

The British press, far from celebrating the milestones achieved by pharma in the area of vaccines, have a long history of ignorance, which belongs more to the speculation of witchcraft, than modern science. The MMR jab is still reeling after more than one tabloid newspaper insisted – without corroboration – that it could lead to autism in children; that somehow an infant could be ‘injected’ with ‘emotional disconnection’. While children should have enjoyed the benefit of disease protection, to the power of three, parents were instead wrestling with a moral dichotomy. In reality, there was no scientific basis for this ‘judgement’. It was a bit like suggesting that someone who consumes a ham sandwich, is 70% more likely to commit a homicide, within three hours of lunch. It’s all so much baloney.

Vaccines have, however, formed a complex maze – morally, socially and politically – in our collective consciousness. This is underlined by the current meningitis B maelstrom. In the UK this ground-breaking vaccine is only being offered to children below one year of age, leaving anyone above that threshold vulnerable. In the opinion of this author, if we have the knowledge and means to protect our children, that is precisely what we should be doing – and, tragically, there have been some very notable examples of why we should get on with doing it.

Indeed, we may well ask, if we are prepared to treat people with lung cancer – who knew the risk of smoking – should we not help innocent children, who have done nothing to deserve the suffering brought on by meningitis. If money is the problem, then perhaps a hasty exit from the EU is

COVER STORY further incentivised – two weeks’ worth of membership fees would, not only protect our children, but also provide another shot in the arm for an already upbeat pharma industry. If we have any left over, we can ship a consignment off to the developing world.

See, you don’t have to know the special handshake, of an anachronistic society, if you aspire to humanitarian ideologies.

On that note, it is also worth raising a salute to some remarkable vaccine-based victories achieved by pharma in recent times. Sanofi Pasteur MSD – who have since announced their amicable separation – received the go-ahead for immunising children, between nine and 14, against cervical, vulvar, vaginal and anal cancers.

Impressively, Boehringer Ingelheim have – once again – defied the perception of big pharma, by helping to fund the development of Amal Therapeutics’ colorectal vaccine, ‘ATP 124’, while also backing its KISIMA technology platform, for a therapeutic tumour vaccination.

Meanwhile, the summit of vaccination territory, remains immunity against HIV – the cloud that still casts its spectre over mankind, from the nightclubs of London, to the desolate wastelands of India and Africa. Many have hung tantalisingly from the precipices of widespread inoculation, only to fail at advanced phases of the climb. With billions invested, more clinical trials in the pipeline and the promise of game-changing status, an HIV vaccine would not only rid the world of a malignant enemy, but trigger a shift in pharma’s cultural status.

The British press, far from celebrating the milestones achieved by pharma in the area of vaccines, have a long history of ignorance.

From a company perspective, vaccines certainly represent a chance to impact on the greatest number of lives, in the shortest amount of time. Or, as a slightly cynical pharma veteran, who shall remain nameless, put it, “rather than providing a few ill people, with treatment they do need, its far better to provide 100,000 vaccines to people who don’t.”

Actually, the motivation, when it comes to global pandemics, is largely irrelevant.

I’m in no doubt, however, that pharma is on a crusade against these diseases, because having a fair chance, is a basic human right, and protecting that – and the citizens of the world – is the enduring reason that this industry exists at all.

M AG A ZI N E | M AY 2016 | 1 1

OPINION

Relax!

Henry ‘the eighth’ Rubinstein gives modern life a damn good thrashing.

WORDS BY

Henry Rubinstein

S

In this digital age of smart phones and tablets, the whole concept of the nine to five day seems like a distant memory.

1 2 | PH A R M A FI EL D.CO. U K

ometimes the best results are achieved under pressure. Take this article, for instance – I have had the venerable editor gently pushing me to commit copy to paper, and I am ‘umming’ and ‘er-ing’ like a young Boris Johnson (albeit it with a sharper hairstyle). It got me thinking about time, my lack of it and how we all seem to take it for granted.

In this digital age of smart phones and tablets, the whole concept of the nine to five day seems like a distant memory.

I lament its disappearance, as it encourages poor time management skills, but also places you on duty; 24/7.

I’m still astounded by the number of clients, stakeholders and colleagues who email or call, after supper, with a work query, while I am attempting to savour some brandy and a cigar. We need to become better at working during our contracted hours, while also finding a way to switch off from our jobs.

I’m one of those people who tries to maintain a good work/life balance – it’s a really important aspect of ‘professional satisfaction’ and, as such, I aim to have my work for the day done and dusted by 5:30, or thereabouts. I get unnerved when I see colleagues, especially junior co-workers, limbering up to burn the midnight oil.

I just don’t understand it, but then again, that used to be me.

I want to champion finishing work on time. Being a slave to your job is unhealthy, it stifles creativity and leads to resentment, apathy and disillusionment. We require a completely new approach. It’s about having the discipline to concentrate on one task at a time, working more efficiently to deadlines and prioritising the important things.

Most of us don’t get paid overtime, so you should never feel guilty about leaving at your appointed time – if your company wanted you to work longer, they would pay you for longer; it’s that simple.

Allow yourself to cut loose completely from the toil. Look, we’ve all been there, it’s Sunday afternoon, and your mind wanders to the week ahead. Thoughts turn to stacks of work, multiple meetings – that looming pitch presentation – social media schedules, sales targets and neck tie selection. Before you know it, you’re melting down in front of The Antiques Roadshow!

Constantly thinking about work – especially on-going tasks – doesn’t just have a negative impact on your approach, but also your physical strength. It affects your sleeping patterns, and in some cases your diet. I have been known to indulge in multiple filthy takeaways, especially during high-pressure campaigns. One week, my choice of cuisine crossed four continents.

For me, distraction is key to solving the problem of overwork, whether it be socialising with friends, having a few richly deserved jars, or experimenting in the kitchen. Indeed, preparing a meal from scratch, can be extremely therapeutic, depending on the results.

Ultimately, being able to ‘down tools’ at the end of a working day, is a basic human right, and creates more productivity.

We are only human, and sometimes it’s good to remember that. Next time you are sat at home, following a busy shift, resist the urge to check those emails, place your phone under a cushion and recline.

After all, tomorrow’s another day.

Henry Rubinstein is planning manager at Triggerfish Communications. Go to triggerfish.co.uk

F E AT U R E WORDS BY

Amy Schofield

Don’t believe the hype Can vitamin D really heal a failing heart?

T

he press’s collective pulse recently started racing, over the results of a study into whether vitamin D supplements could improve functionality in patients with heart failure.

The administering of the ‘sunshine vitamin’, to patients experiencing heart failure, “Dramatically improves heart function” The Yorkshire Post wrote.

“Stunning” added BBC News.

TH E S TU DY Undertaken by The University of Leeds, and Leeds Teaching Hospitals NHS Trust (funded by the Medical Research Council UK).

Number of participants

163.

What they took

100mg of vitamin D3, daily for a year. Half took a placebo.

Heart failure

900k AFFECTS OVER

23 PEOPLE IN THE UK AND

million people worldwide

TH E S TO RY Researchers in Leeds gave a vitamin D3 supplement to 163 patients, every day for a year. The individuals were being treated for heart failure – using a variety of drug treatments – and others had been fitted with pacemakers. All the patients already suffered from a vitamin D deficiency, and chronic heart failure, caused by left ventricular systolic dysfunction.

TH E R E S U LT S Participants who took the supplement showed some improvement in left ventricular heart function, not seen in those given a placebo.

The study didn’t, however, show any improvements connected with taking vitamin D, in the main symptoms of heart failure, or exercise capability. The central measure of the study – which was to determine how far the subjects could walk in six minutes – did not significantly improve in those taking the supplement.

The secondary measure – improvement in heart function – was the one that majored among the headlines.

Professor Peter Weissberg, Medical Director, British Heart Foundation, commented on the study: “Ideally, any new treatment for heart failure should make patients feel better, and live longer.

A much bigger study, over a longer period of time, is now needed to determine whether these changes in cardiac function can translate into fewer symptoms, and longer lives for heart failure patients.”

What press said

‘Heals damaged hearts’ ‘Stunning’ ‘Amazing’ Medicines used to treat heart failure:

ACE-inhibitors, angiotensin, receptor blockers (ARBs), beta-blockers, aldosterone blockers, diuretics, ivabradine, digoxin

TH E D E A L Taking 100mg of vitamin D3 daily, for a year, does not improve six-minute walking distances, but has beneficial effects on left ventricular structure and function in patients on contemporary optimal medical therapy.

Therefore, the hearts of the study participants were not ‘healed’, as areas of the press suggested. The longer-term results of taking this type of supplement, however, have not yet been measured, and it is possible that heart failure symptoms could improve over time.

M AG A ZI N E | M AY 2016 | 13

WORDS BY

Claudia Rubin

New Faces

THE FAMOUS FIVE New faces at the NHS rock face

Our resident political guru deconstructs the ‘continuity of change’ conundrum at NHS England.

D

oes NHS England stand alone as the most changeable of organisations? With a budget of over £116bn, we should, perhaps, expect the government to oversee an appropriate mix of continuity and change.

Lately, the long list of additions to senior management, and clinical teams, seems to suggest another wholesale change to decision-making at the top of the NHS. Many of the highly-regarded figures, now exiting, were apparently making good strides in their roles, but now they’re off to pastures new. There is often no clarity on the strategic decision-making behind these developments – it’s troubling for those of us that want transparency in our public institutions.

Whether there are meaningful trends to be identified, depends on one’s own reading of the personalities and politics behind the changes. With many of the senior roles undertaken on a part-time basis – as occupants retain second jobs elsewhere – the extent to which they are able to deliver on their targets, remains to be seen.

NHS England Chief Executive, Simon Stevens, seems to place much store on continuity. Indeed, it was one of his ‘guiding principles’ outlined in the 2016/17 Business Plan.

But as we lurch ever further into the NHS financial crisis, does continuity allow scope for required change? As Kings Fund Director, Chris Ham, noted in his recent Guardian piece, the crisis presented by hospitals, which are running up growing financial deficits (£2.3bn, with three quarters of hospitals and other providers in the red), may mean the NHS needs something more fundamental.

Melanie Philips, in The Times, even suggested the abandoning of the ‘deceitful’ NHS model, looking instead at social insurance schemes, such as those predominant in Europe.

Ultimately, the public must be asked to consider these options. In the meantime, we should engage with NHS England’s new Business Plan, closely examine the incoming personnel, and use our stake in their success to hold leaders to account. In order to do that, let’s find out more about them.

1 4 | PH A R M A FI EL D.CO. U K

T

DR JONATHAN FIELDEN

Director for Specialised Commissioning Dr Fielden has enjoyed a meteoric rise; through anaesthetics, into health policy.

Mind you, rationing the budget for specialised services – while various technologies vie for a share – is not a job many would want. Dr Fielden will also serve as a deputy medical director to Sir Bruce Keogh. He certainly represents the one element of operations that have been continuous – change.

hese senior figures are now complemented by the appointment of 18 national clinical directors – and seven associated clinical directors – among whom, a number of trends emerge. Firstly, no one can deny that, despite the record low morale of its medical staff, NHSE is still able to attract top talent. Secondly, much of this talent will have, or even take on, second jobs and – like their predecessors – find their time stretched. Thirdly, the appointments do seem to reflect the growing burdens, on the NHS, of obesity, diabetes and an ageing population, perhaps at the expense of less obvious challenges, such as harnessing innovation.

Photography via AVCCG (Dr Jonathan Fielden); Imperial College (Cally Palmer); NHS England (Dr Arvind Madan); Lifebox (Pauline Philip); Cerner Public Relations (Matthew Swindells)

POLITICS

CALLY PALMER CBE

DR ARVIND MADAN

PAULINE PHILIP

MATTHEW SWINDELLS

National Cancer Director Although she retains her current role, as Chief Executive of the Royal Marsden NHS Trust, Palmer leads the implementation of the NHS Cancer Taskforce’s five year strategy for cancer care improvement. In her new position, she takes the lead on new cancer Vanguards, using outcomes-based commissioning to redesign care, and the patient experience.

Director of Primary Care As a practising GP, Dr Madan retains his regular clinical commitment at his London practice. He also provides clinical leadership for the transformation of primary care provision, which includes stabilising existing services, reform and modernisation of the primary care provider model, and supporting the development of co-commissioning, with clinical commissioning groups.

National Urgent & Emergency Care Director Philip will retain her role as Chief Executive at Luton and Dunstable University Hospital Foundation Trust. She will be working with Professor Keith Willett to provide national leadership for the delivery of the Urgent and Emergency Care Review, and aspects of the NHS Five Year Forward View.

Patients are spending over four hours in A&E – this is a challenging part-time role.

National Director for Commissioning Operations and Information Swindells has 18 years of operational and senior management experience, in the NHS. He was also Director General at the Department of Health, and led the health team at the Cabinet Office. He takes over from Dame Barbara Hakin, who oversaw the development of the new commissioning architecture of the NHS, and the establishment of CCGs.

CANCER Replacing Sean Duffy, as NCD for cancer, is Professor Chris Harrison who, like his predecessor, has a background in obstetrics and gynaecology, but has also occupied public health and cancer directorship roles.

He has taken this role on a part-time basis, while simultaneously becoming Executive Medical Director, at The Christie hospital, in Manchester.

He has a number of key tasks, as he supports Cally Palmer, not least making significant improvements in cancer outcomes. The 62-day cancer treatment target has been missed for 21 of the last 24 months, while CDF reform is in total disarray. It’s fair to say that Prof. Harrison has a bewildering maze to navigate.

M E NTA L H E A LTH There have also been multiple appointments in mental health – perhaps the first highvisible sign of some substance to the otherwise farcical ‘parity of esteem’ claim.

Again, the appointment of Prof. Tim Kendall must be seen as a coup. His roles at the Royal College of Psychiatrists, UCL and Sheffield NHS Trust, give him the clinical, and policy,

experience required, in a position that acts as a bridge between both. With the loss of Dr David Bateman, championing neurology, Prof. Kendall’s role, together with that of the other mental health appointments, is welcome for a field that lacks policy, industry and scientific focus. His award winning 2004 paper on selective publishing, by the drug industry – in terms of antidepressants – may indicate his intention to encourage scientific rigour, as well as triggering some nerves among pharma.

OLDER PEOPLE It must be presumed that the gap in clinical leadership, created by the dissolution of Martin McShane’s role in long-term conditions (LTCs), is now incorporated into the two posts of NCD and associate NCD for Older People. With people aged over 85 becoming the fastest growing section of our population, and old people’s frailty now considered an LTC, new appointments must have credibility. Dr Martin Vernon, as NCD, will be supported by associate NCD and GP, Dr Dawn Moody. They will be largely preoccupied with the development of new care models, and the ever-closer integration

of health and social care. Dr Vernon has strong links to Manchester, and could well be influenced by what is unfolding there.

C R U N C H TI M E With the national clinical directors now in post, these reforms – first trailed back in November – may not be as far reaching as first predicted. Although NHS England has reduced the number, from 23 to 18, they have also recruited seven new ‘associate’ NCDs, and have not made any substantial changes to the structuring of directors. The planned introduction of a three-tiered system, categorising each NCD, and their remit, did not materialise – a relief to those therapy areas that would have been de-prioritised, such as cardiac, stroke, respiratory and musculoskeletal medicine.

The degree, therefore, to which Simon Stevens has managed to ‘slim down’ the organisation, cut costs and create ‘a more coherent structure’, is questionable. To what extent these leadership and structural changes signify fundamental continuity, you decide.

Plus ça change plus c’est la même chose.

Claudia Rubin is a Government Affairs Strategist at Decideum. Go to decideum.com

M AG A ZI N E | M AY 2016 | 15

KC & THE SUNSHINE BRAND

JP talks pharma, farmers and firearms with a modern marketing magician.

INTERVIEW BY

I

f spaghetti westerns were set in Bedfordshire, I’m certain that Hitchin is the kind of place Clint Eastwood would ‘pass through’; alighting at the Millstream Bar, to stare menacingly at the locals. And this is precisely what I am doing, as the saloon doors fly open, revealing the towering figure of pharma marketing legend, Kate ‘Lara’ Croft.

JP Howdy Kate, what are you having?

A decaf, please.

JP I don’t get it – that’s like taking heroin, without opium in it. If I drank coffee after four, I’d be dancing on the ceiling.

JP So, how’s it going? I’ve just had eleven days off with my children, Charlotte and George, so there hasn’t been a moment’s peace.

JP Hang on, Kate, George and Charlotte… what the… I can’t believe it either, but I got in there first – Charlotte is seven! Fortunately my husband is not called William.

16 | PH A R M A FI EL D.CO. U K

John Pinching

JP Was there a moment in your childhood when you thought, ‘I fancy a crack at pharma’? No, I arrived in pharma purely by chance. I am a farmer’s daughter, and did a Batchelor of Science degree at Harper Adams Agricultural College, in Shropshire.

JP What’s it like living on a farm?

You are different from ‘normal’ children – very isolated, and constantly surrounded by farmers. Farming is your life. I grew up on an arable farm, and now I’m living on a mixed farm, because I married a farmer.

Of course you did! It’s a comfort thing – it’s what I’ve always known. I must admit, I set out to marry a farmer – not necessarily the one I ended up with, but a farmer nevertheless!

JP If you don’t mind me saying, it doesn’t look like you’ve ever got your hands dirty. I’m quite happy being muddy, but this is me on a glamourous day. I also shoot.

JP You shoot things? I shoot pheasants and partridges, but we do eat them. It’s the simple life, and it’s better than getting meat from a supermarket, where battery chickens have been shoved in a shed, to fatten for a few weeks. The birds that have been reared on my father’s farm, enjoy a fantastic life for six months – they are fed, fly all day, have total freedom and die doing what they love.

JP You’ve convinced me. What was your first job after graduating? I went back home, to work for my father. As well as being a farmer, he’s a high-end fencing contractor.

Among other celebrities, we carried out work on Madonna and Guy Richie’s Ashcombe House estate. I started running the office completely, after my father’s second wife walked out. It was a difficult situation and, although I tried to make it work, I decided to start looking in Farmers Weekly, for something else. As a result of the vacancy, my father duly met his third wife.

JP Where did you go? There was a perfect job for me – it was in agricultural marketing, and 20 minutes down the road. They’d interviewed 40 people before me, but I got

COFFEE BRE AK it – it was just meant to be. It was a role as a marketing assistant for FAF – Farming and Agricultural Finance – a specialist mortgage company. After a while, it was bought up by RBS, and I was made redundant.

JP What did you do? One day an agency – RFA – came along to pitch for some new business. They were involved with both human and animal healthcare, as well as agriculture, and the two owners sat at the end of table, like Laurel and Hardy. They were absolute opposites, but both engaging, knowledgeable and funny. I sat there, completely entranced by everything they said. After leaving, I gave them half an hour to get back to the office, before phoning them, and requesting a job – which they offered me.

JP You’re an opportunist! They wanted me on the animal health and agricultural side – the company did focus groups, and I was well connected with ‘young farmers’.

After a few years animal health went global, and the budgets got cut, so we had to be really creative. We worked with Pfizer Animal Health, and managed to get the rights to Garfield visuals. Imagine, the iconic Garfield image, in the middle of a very generic journal – it was majestic. Then I went over to the human side in 2005.

JP How did it go on the ol’ ‘human side’?

RFA had some big hitters on the books – AstraZeneca, Servier and Roche – so it was a really creative period. At that time the minnows could compete with the sharks, but then procurement started to dominate. This partly inspired my move to London in 2006.

JP Laurel and Hardy must have been devastated. Rod and Martin tried to persuade me to stay, but I had to get away.

Working in Farringdon at GSW was a shock to the system, because suddenly I was a number, within a huge global agency.

I only lived in London for a few months.

JP Why? The place I was staying in was sold, and we were kicked out. Having moved all my possessions to London, I just didn’t fancy the hassle of finding somewhere else.

I decided to move to Bedfordshire, and commute instead. That’s when I became my future husband’s lodger.

JP ‘My Future Husband’s Lodger’ – it sounds like a West End farce. The room he gave me was absolutely revolting.

JP I can see the attraction. Meanwhile, what exciting things were happening in London? Quite unexpectedly, I was suddenly made the director of the Lilly account. The brief was to take a diabetes pen and ‘make more of it’. Unfortunately, this had previously been taken too literally, and the result was a man ‘straddling’ an enormous diabetes pen. I had to go down to Lilly’s UK head office, in Basingstoke, and convince them to give us another shot.

JP Did you pull it out of the fire?

I managed to turn it around with a subtle and classy campaign, which underlined the discreet nature of the product. They became my biggest clients, and I ended up launching Byetta, which was such an innovative and exciting product – it uses the hormone found in a Gila monster’s saliva.

JP Good Lord. What happened next.

When I became pregnant, I left, and had no intention of coming back. When Charlotte was two, however, I was called by a recruitment consultant, on a bad day, so I took a position with Mass, where I spent a couple of years with Pfizer vaccines, during which I rolled out a nationwide flu vaccine campaign. Then I had my second child, resigned, and had no intention of returning to work.

I’m quite happy being muddy, but this is me on a glamourous day.

I also shoot.

post-war nostalgia-inspired box for sales representatives. It was an amazing project to work on – when you get a chance to be creative, you have to grab it with both hands.

JP It’s been one hell of a career!

Where are you now? Hug Advertising, in Hitchin. There are only seven of us, but what a bunch of people! There is never a negative response to a completely unrealistic deadline. We work with clients, such as Boehringer Ingelheim, Lilly, AMCo and Consilient, on everything, from traditional mailers, to apps and iDetails. I’m as happy here as I’ve ever been.

JP You deserve it. So long, Kate, Bye John!

Go to hug-advertising.co.uk

JP You got a phone call on a bad day, didn’t you… Yes, I joined MJL, who recently won a PM Society Award for the

M AG A ZI N E | M AY 2016 | 17

OPINION

In Control Lucy Morton celebrates change as pharmacists take control of their future.

WORDS BY

‘

The GPhC are looking for volunteers to play a part in shaping the new face of CPD

C

Lucy Morton

ontinued Registration Assurance’ will gradually become the new ‘Continued Professional Development’ across pharmacy – and we will all be doing it from April 2018.

Since the GPhC inception in 2010, Pharmacists and Registered Technicians have been required to submit Continued Professional Development (CPD) entries. Nine entries per year are supposed to demonstrate that these professionals are continually meeting the GPhC standards.

I cannot speak for everyone, but I find the process of recording CPD wearisome and futile.

Most pharmacy professionals are undertaking CPD on a much more regular basis than nine times a year – most of the time unwittingly. The essential act of undertaking a CPD is enjoyable – and each pharmacy professional should revel in keeping their knowledge up to date – but the processes can be monotonous.

Indeed, this has been taken on board by the GPhC, who agree that the process needs a review and refresh; this is where ‘Continued Registration Assurance’ comes into play.

It is the name given to the activities that pharmacy professionals will complete, in order to demonstrate their ability to meet GPhC standards. It is being introduced after feedback internally – within the profession – and externally.

The public have previously expressed a desire to have further assurance that health professionals – including pharmacists and technicians – are safe and effective, beyond initial registration. This is being looked at across the health sector, by other professional bodies; with the NMC (Nursing and Midwifery Counsel), for example, having brought ‘revalidation’ into effect during April this year.

For pharmacy professionals, Continued Registration Assurance is currently in its infancy, with a pilot stage having starting in April this year. Meanwhile, the GPhC are looking for volunteers to play a part in shaping the new system. The initial pilot will involve participants undertaking a range of activities that are beneficial to the patient or service user, and how they positively impacted them.

18 | PH A R M A FI EL D.CO. U K

TH E N E W SYS TE M Four CPD entries in a new, more simplistic format Peer discussions with another pharmacy professional Case study submitted covering a change to practice, which has possibly affected patients Participants will be excluded from two calls of their CPD records under the current recording system (2016 and 2017).

Participants can influence, at an early stage, how the GPhC develops future proposals, which will affect individuals and the business Participants will be in a position to tell the GPhC what works, and what doesn’t Participants will be in a better position to implement continuing registration assurance when it is rolled out in 2018 This is a big change to the way we have been demonstrating our continued fitness to practice – if you want to take part, I urge you to pop onto the GPhC website and register your interest.

CPD, in its current form, is not a true reflection on a pharmacy professional, and feels like a tick box exercise with limited feedback and outcomes. We are now being given the opportunity to participate in the shaping of a new process, which means we can make it work for us, rather than the other way round.

Lucy is Clinical Governance Manager at Superdrug.

Please note, these are Lucy’s personal views and do not necessarily reflect those of the Superdrug business.

TECHNOLOGY

ELECTRIC E DREAMS Does the growth of electrical neurostimulation mean we’ll be swapping drugs for devices?

WORDS BY

Amy Schofield

Neurostimulation therapy can offer patients personalised and effective treatment options with few, if any, side effects.

lectroceuticals or bioelectronics or, indeed, bioelectricals, have become a front-line therapy.

The systems use tiny electronic neurostimulation devices, in order to precisely target nerve fibres – or brain circuits – associated with specific organs. This can lead to the repairing of lost functionality, and the restoring of health.

Bharat Vadukul, Business Manager at BHR Pharmaceuticals, said: “Neurostimulation therapy can offer patients personalised and effective treatment options with few, if any, side effects, making it possible to treat a wide range of new conditions, and improve quality of life.”

Kris Famm, head of GSK’s bioelectronics research unit, told Pf Magazine: “While we’re on a long journey to learn how the electrical language of the body controls our organs, what we’ve learnt so far looks very promising.”

TINY DEVICES, BIG IMPACT According to a report published

by Occams Research, in August 2015, the global bioelectronics market is expected to hit $77.4 billion in 2021*. Meanwhile, Europe is currently heading research in the industry, followed by Asia and the United States.

Much of that exciting innovation is emerging from the UK. Warwickshire-based company, BHR, are launching two neuro-stimulating devices across the UK. ‘APTIVA’ is a non-invasive, and side effect-free device, designed to relieve peripheral nerve pain in diabetes sufferers. 'TIPSTIM' is a painless, and non-invasive, system, which uses fingertip stimulation to improve the cerebral recovery of stroke victims.

These launches follow their antimigraine device, ‘Cefaly’, which applies precise neurostimulation, via electrical impulses, at the centre of the forehead.

“Electrical impulses are the language of the body’s nervous system.

Virtually all organs and functions are regulated through circuits of neurons, communicating through such impulses,” explained Vadukul.

“These circuits are excellent targets for therapeutic intervention.”

GSK LEADS THE WAY The bioelectronics market is taking off, with both established medtech giants and smaller start-ups, working on miniaturised nerve implants, to treat chronic conditions.

Unsurprisingly, GSK has come out of the blocks fastest. The US pharma giant opened an R&D unit dedicated to bioelectronics therapy in 2012.

Since 2013 it has also been exploring bioelectronic medicines, as a novel approach to treating a range of chronic diseases. In the same year, the company founded a $50 million venture fund for the development of bioelectronics, followed in 2014, by a $5 million ‘innovation challenge’ to fast track the development of a tiny nerve device, suitable for implantation in humans.

Famm said: “We’ve established a network of around 50 research collaborations around the world, and we’ve seen remarkable proof of principles in a range of diseases.”

The company is planning on starting clinical trials, in 2017, for implanted products that address three chronic conditions, including an autoimmune disorder, and a metabolic disease.

In February this year, GSK stepped up its activity further by announcing its intention to team up with Belgian start-up Nuviant Medical. It intends to use the company’s neurostimulation implant systems to build on its existing bioelectronics technology.

GSK’s research is focused on medicines that could one day treat major conditions, such as arthritis, asthma, diabetes, hypertension and inflammatory bowel disease.

Famm concluded: “Our next challenge is to build the tiny devices that will deliver these interventions, and prove they bring transformational treatments for patients.” * Global Bio-Electronics Market by Country Forecast 2015 – 2021.

M AG A ZI N E | M AY 2016 | 19

DIGITAL DYNAMITE Can digital health innovators and the NHS address healthcare challenges together?

WORDS BY

A

recent report into the health habits of the nation, found that the times are a-changing, with digital healthcare becoming the go-to choice for frustrated patients. Unable to even to get an appointment with their GP, some patients are voting with their digits, and choosing apps and websites – rather than anger and waiting rooms. These activities are helping them diagnose, and responsibly manage their own health.

But this is only part of the story – it’s also about preventative digital healthcare – where our bodies are monitored and measured by bio-sensors, biological & imaging technologies, wearables and even embeddable devices. All this electronic wizardry means that we can keep tabs on our key body functions, ensuring that we are striving for – and reaching – optimum health. So who’s stepping up to support this digital healthcare revolution?

Our 24/7 culture has created a world where we want answers, and we want them instantly – the internet and new technology has transformed the way that we manage our health and, indeed, our expectations.

The Digital Health Report 2015 from PushDoctor.co.uk found that:

Amy Schofield WE PREFER TO

Google our symptoms RATHER THAN CONSULT HEALTHCARE PROS

58

%

OF US USE TECHNOLOGY TO MANAGE OUR HEALTH & WELLBEING

19

%

INCREASE IN THE NUMBER OF UK ONLINE HEALTH SEARCHES IN 2014 TO SOME EXTENT, THE ALL-KNOWING NEIGHBOURHOOD DOCTOR – WITH DEMIGOD STATUS IN THE COMMUNITY – IS AN ANACHRONISM.

2 0 | PH A R M A FI EL D.CO. U K

TECHNOLOGY Simon Jones, Commercial Director of digital health specialist, Inhealthcare, and formerly the Director of Long-Term Conditions and Patient Choices at NHS Direct, said: “The public now live their lives enabled via technology – smartphones, tablets and laptops support them as they shop, holiday, date, or gamble, so why shouldn’t they manage their health as well?”

We’re changing the way we view our health, and many innovative businesses – along with new government initiatives – are developing and supporting solutions that will transform the future of healthcare.

HELPING HAND The DigitalHealth.London initiative, and the Digital Health Accelerator programme, were launched earlier this year by Life Sciences Minister George Freeman. Both are focused on ensuring that digital healthcare solutions are recognised as a driving force in making healthcare highly efficient, more personalised and cost effective.

Susan Macdonald, Founder and Director of Macdonald Lewis Associates Limited, said that this support for digital healthcare could represent exciting opportunities, beyond London and the UK: “DigitalHealth.

London provides a platform to demonstrate, to the rest of the world, what digital, best in class, patient-centric healthcare could look like – embracing digital health technologies, to deliver a research-focused health service, fit for purpose, in a consumer-centric, digital age. It’s far-removed from anything that could have been imagined in 1948, when the NHS was launched.”

Susan believes that these initiatives will create a ripple effect, that will be felt way beyond the UK. “I believe it can represent a superb opportunity, not just for London, but also for the broader UK; to attract future economic investment and collaboration, to benefit the health and wellbeing of others, beyond our shores.”

The ‘Accelerator’ recently called for small-to-medium digital health businesses, – looking for help in developing groundbreaking health technologies, specifically for the NHS – to apply for support. The year-long programme aims to find and assist digital health start-ups, and businesses, with the greatest potential. It will be run over three consecutive years, providing tailored support to around 80 businesses.

Furthermore, it will facilitate engagement with clinicians and healthcare experts, support businesses in refining their products, help them to navigate the intricacies of the NHS, showcase their

Hilary Stephenson, Managing Director products in health facilities and develop of digital user experience agency, Sigma, business models, while bringing their agrees: “In the UK we still have a problem products to the market. with commissioning. Procurement can be According to Simon Jones, initiatives such slow, and done on a large scale, meaning as this, which bring digital health businesses smaller commercial organisations, or and the NHS together, will help to address start-ups, struggle to get their ideas off opposition to the uptake of digital health innovations within the NHS. The public now live their lives “A criticism of enabled via technology – so why shouldn’t digital health has been that it is they manage their health as well? technology-led and not, therefore, the ground, as they aren’t on the right list, bespoke for patient use. Now we see many or the opportunity is too vast. digital health companies forming close “We need to avoid a situation where allegiances with NHS organisations, to patients and users are clamouring for ensure clinical leadership drives great solutions, and keen to quantify their health, content and – through engagement – but the supply of available resources is too ensures that patients remain at the heart slow, or the quality, or usability, is poor.” of service redesign,” he explained.

“Having a programme that concentrates E XC ITI N G TI M E S A H E A D on bringing the best examples of innovation, Speaking at an Accelerator information and matching them up with healthcare day, earlier this year, Dr Tony Newmanprovision, has to be supported.” he added.

Sanders, Consultant Radiologist and Chief Simon believes that this focus on Clinical Information Officer, Croydon smaller businesses, instead of large global Health Services, NHS Trust, enthused: companies, could transform digital health.

“This is a really exciting time to be involved “Accelerator programmes have, in the past, in this country's healthcare, but we will not tended to look at higher-end solutions and be able to continue improving quality of not simple-to-use technology and health and care, while maintaining financial low-cost solutions. The immediate gains sustainability, without a great deal of in improving the nation’s health will be innovation – and we need to work together.” through very cheap, very scaleable solutions, The formation of close alliances between not expensive devices.” digital health businesses and NHS organisations – facilitated by programmes B A R R I E R S A N D S O LU TI O N S such as the Accelerator – could be the Experts are concerned, however, that catalyst for real change, and the kind of although these digital health schemes advances that innovators, the NHS, and are designed to support product patients either want or need. development and engagement, red tape “Digital healthcare solutions that could get in the way. utilise technology to protect the limited “Assuming we already have the correct resource of doctors, and leverage their knowledge, and skillsets, driving this capability, accuracy and reach, will have initiative, the biggest hurdle I envisage the potential to make the NHS hugely more to the success of DigitalHealth.London efficient and cost effective in the long run,” will be bureaucracy,” warned Susan concluded Ali Parsa, founder and CEO Macdonald. “It may impede the speed and of personal health company, babylon. desire of healthcare providers to adapt their “The good news is that these are the kind current practices, and policies, to fully of developments we are seeing in the engage with, embrace and implement industry at this moment.” the use of digital health technologies.”

M AG A ZI N E | M AY 2016 | 2 1

D E AR D IARY UP-AND-COMING PHARMA EVENTS FOR YOUR DIARY 2 5 M AY 2 0 16

Developments in NHS Procurement and the LPP WHERE: London WHO: Morph Consultancy Ltd INFO: morphconsultancy.co.uk

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Multichannel Customer Experience 2016 WHERE: London WHO: Eyeforpharma INFO: eyeforpharma.com CONTACT: 0207 422 4346 or

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2 2 | PH A R M A FI EL D.CO. U K

ast month, I attended a fascinating panel discussion at International Confex 2016 – the events industry trade show. I was looking forward to some interesting content, which would both inspire and, perhaps, influence my working practices. The particular topic under discussion was ‘personalisation’, and how it was changing the very face of corporate meetings, conferencing and incentive travel.

In terms of gripping its audience, and making every delegate feel recognised, pharma – and, indeed, wider healthcare – certainly needs to abandon tradition and start experimenting.

Let’s kick-off by defining what personalisation for events actually means.

In a nutshell, it's about placing emphasis on each individual delegate at a conference, thereby increasing engagement, fostering brand loyalty and creating a more immersive experience. In terms of implementation, this could range from different invitations, to bespoke delegate packs – the possibilities are endless.

Last year, accountancy firm Deloitte published a report, which suggested that one in three consumers wanted personalised products and services. You only have to look at Coca Cola’s very successful ‘Share a Coke’ advertising campaign, from 2013, as an example of how businesses are looking

to engage with their audience, through emphasis on the individual. So there is definitely an appetite in the marketplace, and it stands to reason that this desire is reflected – if not more nuanced – within the B2B sector.

It was with this substantial subject in mind that the chair of the session, Triggerfish Communication’s, Andrew White, kicked off proceedings, inviting an esteemed panel of luminaries to give their take on personalisation.

Elliott Grant, from corporate incentives provider, The Black Tomato Agency, put it plainly: “Any successful incentive programme ends with a successful incentive trip. 99% of participants want to experience it as an individual, so, as far as we’re concerned, no-one who goes on one of our trips, should feel part of a ‘group’. As such, we have to offer a personally-focused reward for individual success.”

Simon Timmis, senior marketing manager at IET Venues and Events, offered a more venue-focused perspective, using their recently refurbished Savoy Place site, as an example: “As a venue, if an event comes into our building, the whole space is personalised to them; whether it’s branding, or bespoke visuals on screens. We also ensure we have the technology and infrastructure to support all the personalised apps, which are customtailored to each delegate.”

From registration, right through to when you walk through the door of the venue... it’s about being able to provide personalisation end-to-end.

Nick Tinker, Cvent

E VENTS & CONFERENCES “From the technology standpoint,” Tinker offered. “I’m a big believer in mobile apps – they can really personalise events.”

“And in conjunction with RFID (radiofrequency identification),” Turner added.

“It helps organisers interact with delegates, during and after the event, allowing messages to be sent out, and invitations distributed, specific to the content they have experienced during the day.”

“It’s definitely about the delegate experience, from start to finish,” chipped in Nick Tinker, from conference registration market-leader, Cvent: “From registration, right through to when you walk through the door of the venue, get your badge and activate the mobile event app – it’s about being able to provide personalisation end-to-end.”

Turning to the experiential perspective, Ben Turner, from WONDER, was keen to point out the increased use of technology to heighten personalisation, especially apps.

He emphasised the importance of how the event itself is structured, and how a space could be designed to enhance the individual experience. Turner stressed, however, that the organiser had a responsibility to encourage delegate participation, and not expect individuals to do so automatically.

Ben Cole, from Inspired, added: “Relevance is a really key word, I think that too many brands in the past could be accused of staging

quite ‘vanilla’ events; it’s all about the show, but not really enough about tailoring what’s on offer, to specific audiences. You cannot assume it’s one size fits all.”

It seemed from the discussion, that ensuring a high-degree of personalisation, required a multi-layered approach. One thing became clear; each event needed to be considered on a case-by-case basis, taking variables into account: venue size, delegate numbers, technology capabilities and budget.

Cole felt that, although these tools were of great benefit, unfortunately, brands and organisers were guilty of not being responsive enough, with the data they collate, through the event apps. They needed to respond in a more targeted way, thinking more in real-time, than after the event. For example, informing a delegate where they need to go for an upcoming session.

What of client expectations? Are organisers and suppliers merely second-guessing, or imposing their own ethos and approach?

Timmis jumped in: “Our customers are sometimes unsure of how many people they might have in a particular session, so the ability to stream content from any room around the building, is really important.

“Also, with core items – like high-speed Wi-Fi – some customers want segmented bandwidth. Ultimately, they want to choose what they see on the day, and have all the other content available to watch online, post-event.”

Tinker said that any event also needed to have a clear registration process. “It’s vital that delegates see what sessions they are attending, and that these are highlighted, through registration and onto the event itself.”

White asked what other, analogue methods could be implemented?

“The key, for us, is to gather information, from each individual involved in an event or experience,” enthused Grant. “We find out what their favourite drink is, where they’re arriving from, where they’re going to and whether they prefer jam or marmalade. It’s the individual stuff which makes the difference.”

“It’s the evolution of the industry,” Grant

continued. “Whatever the size of the event, we need to be focused on the individual delegate.”

Turner highlighted the importance of having a wider understanding of social attitudes. “People have a lot more choice in their life these days,” he noted. “We need to embrace it, and bring as much of that to an event as possible.”

There were a number of lessons to be taken from the consumer world, Timmis felt. “You can look at Apple music, and any of those streaming services, and everyone’s recommended music will be completely different. That’s because they have taken a certain amount of information, and used it to develop a much more personal experience.”

“You see companies like Netflix, recommending programmes to watch,” Tinker added. “I love that, it takes me less time to search for things I actually want to see.

It’s all about the data they collect and using it to tailor the user-journey. I think the events sector definitely needs to do a better job about using the data they collect.”

As the session drew to a close, I couldn’t help thinking that the event industry – and particularly the healthcare sector – needed to up its game in this area.

I have attended a large number of events, in the last few years and, so often, felt like just another face in the crowd.

It’s obvious that the potential is there, but the question is, can event organisers deliver it?

Henry Rubinstein is planning manager at Triggerfish Communications. Go to triggerfish.co.uk

WORDS BY

Henry Rubinstein

M AG A ZI N E | M AY 2016 | 2 3

P H A R M A TA L E N T

MSD’s Mykie-Leong Chadwick – winner of three Pf Awards this year – tells Pf Magazine about his career highlights.

INTERVIEW BY

Just as our medicines and services matter to our customers and their patients, each of our employees matter to our company Learn more about how you could make a difference at www.msd-uk.com/careers

2 4 | PH A R M A FI EL D.CO. U K

Amy Schofield

ADVERTORIAL Q How do you turn the challenges you face into opportunities?

I’ve never looked at challenges as a negative; I love having to think a bit differently, and push myself to develop a solution. Challenges give me the potential to grow.

Q What do you do? I have recently moved from a service development role in women’s health to Hepatitis C. I’m responsible for collaborating with healthcare organisations to improve access to effective treatments for appropriate patients, and for helping policy makers develop efficient services that serve the needs of the population.

Q How long have you been in pharma? For ten years, and spent most of that time in the areas of female health – from contraception to menopause therapies. I have been a Medical Representative, a Women’s Health Specialist and a Service Development Manager.

I have also taken on extra roles as Field Force Effectiveness Champion, Innovation Champion and Nurse Team Brand Designer.

Q What are your career highs?

I think it’s fair to say that my career high has been winning three Pf Awards! A definite milestone in my career was also moving to a service development role, which gave me the opportunity to collaborate with Local Authorities, and the NHS, to truly shape the direction of healthcare services.

Q What drives you? Developing and implementing novel solutions with my customers is incredibly rewarding, and exciting! I love that feeling of nerves you get when an idea starts to take shape, and you think, “can I really make this happen?”

Having the support of MSD to innovate, be bold, and help patients to access medications that can significantly improve their lives, gives me so much pride, and it's what gets me out of bed each day.

Q What’s the best piece of careers advice you’ve ever been given? Don’t be afraid to fail.

Q What is the current state of the pharma industry and how has it changed? The pharma industry has had to adapt to the changes within the NHS. To be successful, companies have had to be flexible, dynamic, streamlined and true collaborators with healthcare providers. I think there is still a degree of negativity towards pharma from the media and general public. To improve this, I think we need to be as transparent as possible, and effectively communicate the great work our industry does in collaboration with healthcare services.

Q Professionally, where would you like to be in five years?

I would love to be in a role where I’m innovating with customers, challenging the status quo, developing large scale solutions for healthcare challenges and helping others to develop in a similar way.

Q What advice would you give to a person entering the pharma sales industry now? I would ask them, “what type of patient do you truly want to help?” and “what therapy area would make the biggest difference to these patients?”

I would tell them to pursue this with passion! I think you need a fire inside yourself, and a clear vision of who you are doing this for, in order to be the best you can possibly be.

Q What does the future hold for MSD? I think the future is very bright for MSD. Some of the projects that MSD are working on, in terms of customer collaboration, patient support and embracing new technologies, have blown me away!

I feel very privileged to be part of an organisation that is genuinely patient and future focused.

COULD YOU MAKE A DIFFERENCE AT MSD? Our employees matter. Our employees are at the heart of everything we do. We believe in supporting them to deliver on promises to positively impact people’s lives.

Together we’re able to provide products and services in key therapeutic areas such as cardiovascular disease, oncology, infectious diseases, women’s health, diabetes, immunology and anaesthetics. And it’s not just about our products – we’re innovating beyond the pill. We recognise the value in finding innovative solutions to support patient care, reduce hospitalisations and other costly implications of disease.

We view our range of innovative services as beneficial for both patients and our country’s largest healthcare provider – the NHS. We’re bold enough to want to change the world, but we’re smart enough to know we can’t do it alone. We truly believe patient-centred solutions can only be delivered by the effective integration of healthcare providers through joint working.

We also understand that innovative treatments have a crucial role to play in helping the NHS work more efficiently – whether that’s diabetes medicines controlling blood sugar levels and reducing hospital stays; or life-saving cancer treatments leading to healthier lives. Our partnerships have also extended to work with universities and research bodies, as well as commercial and non-profit organisations.

We’re committed to investing in our people, ensuring they can progress their skills, knowledge and careers through our active Talent Development programmes. This support gives our employees a strong sense of purpose and belonging.

To work for MSD is to be part of one big team with one common goal: helping to achieve well-being around the world.

Find out more about careers with us at msd-uk.com/careers

Go to msd-uk.com

M AG A ZI N E | M AY 2016 | 2 5

P H A R M A TA L E N T MICHAEL HINCHY

Immunology research legend Dr Yong-Jun Liu has become Research Head, Global R&D at Sanofi. Dr Liu's research has led to the development of several key drug targets.

LEO Pharma has appointed Michael Hinchy as Dermatology Director, with responsibility for its UK/Ireland affiliate. Hinchy brings more than 16 years of industry experience to the specialist pharmaceutical dermatology company.

He has previously held award-winning leadership roles with Janssen, and Johnson & Johnson.

SIR ANDREW WITTY

GSK CEO Sir Andrew Witty is to retire from the company in March 2017, after a decade at the helm. The board is now on the hunt for a replacement. Sir Philip Hampton, Chairman, said: “We will now start a formal process to appoint his successor, while also ensuring the group remains focussed on the execution of its strategy; to drive growth and performance.” Sir Andrew said: “I believe this will be the right time for a new leader to take over.”

DR AMEET NATHWANI

Sanofi has appointed Dr Ameet Nathwani to Executive Committee and Executive Vice President, Group Chief Medical Officer. Nathwani joins Sanofi from Novartis, with over 20 years experience in the pharmaceutical industry, gained from leadership roles in R&D at Glaxo, SmithKline Beecham and GlaxoSmithKline.

SALLY WOOLSTON

WHO’S GOING WHERE AND WHY THEY'RE GOING THERE. WORDS BY

Amy Schofield

2 6 | PH A R M A FI EL D.CO. U K

Sally Woolston has been promoted to Head of Quality and Compliance for EuCan (Europe and Canada), where she is responsible for all Quality and Compliance functions, across Ashfield's Commercial and Medical businesses. Sally began her career with Ashfield in 2007, as a Nurse Advisor.​

M A K I N G A M OV E ? L E T U S K N OW ED ITO R@ PH A R M A FI EL D.CO. U K

Photography courtesy of GSK.com (Andrew Witty); Sanofi.com (Dr Yong-Jun Liu and Dr Ameet Nathwani); LEO Pharma (Michael Hinchy); Ashfield Healthcare (Sally Woolston)

MOVERS & SHAKERS

DR YONG-JUN LIU

Create your

future Star is the industry’s most preferred recruitment agency and joint first CSO*.

We deliver pharma, clinical research and medical devices & technology opportunities from graduate to executive level for the most talented people in healthcare.

Achieve your professional goals with a company you love: 01628 581 240 / solutions@starmedical.co.uk / starmedical.co.uk *Pf’s Company Perception, Motivation and Satisfaction survey, 2015

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ADVERTORIAL

TRAINING YOUR MILLENIALS HOW TO MEASURE THE TRAINING INVESTMENT IN YOUR GENERATION Y EMPLOYEES. Words by Andy Waiton

HISTORICALLY, the paradigm has been that, ‘of course’ organisations should provide training for their employees.

It engenders loyalty, and it is the socially responsible thing to do!

20th Century society accepted that individuals might only have one career, and a couple of jobs, in a lifetime. With such a sedentary workforce it made sense to invest in their training. ‘Carry it out now’, and the employer could expect to gain a return on that investment, over the decades.

Measuring return on investment (ROI) was relatively unimportant, because eventually the employer ‘would be in credit’.

The 21st Century workplace, however, is very different and populated with people born around the turn of the millennium.

Today’s generation measures careers in months and years, rather than decades and lifetimes.

It has become critical, therefore, to measure the short term impact of training and tailor offerings to deliver a return within a ‘Millennial’ timescale.

Despite days spent in the classroom – at the cost of millions – few companies measure the return they are getting on their investment. To parody John Wanamaker and William Lever, it is possible that ‘half of our training spend is wasted, the trouble is we don’t know which half’!

Training might be a valuable investment, or a waste, but without measurement, there is no quantifiable data to prove it, either way.

Famously Kirkpatrick defined four levels of evaluation: 1. Reaction – did the audience enjoy the training, do they think they learned something – this is a poor indicator of ROI, but a quick and easy measure of satisfaction 2. Knowledge – did the audience actually learn something – a more complex measure and relevant only if knowledge-transfer is the sole objective of the training 3. Behaviour – is the audience doing something differently – challenging to measure, but far more indicative of ROI 4. Results – the ultimate measure of ROI– directly demonstrates whether the audience is more productive or profitable as a result of the training There are also many factors, beyond the control of the individual. For instance,

2 8 | PH A R M A FI EL D.CO. U K

when sales people attend a sales training workshop, level 4 evaluation would need to correct, for external variations: Global growth / recession Competitor & media activity Supply chain variations Pricing strategy And internal influences: KPI’s and competency frameworks Incentive schemes HR processes Management support and coaching This makes Level 3 Evaluation the most practical and indicative measure, as long as you are confident that the behaviours being measured are those that will lead to business success.

Next steps: 1. For your next training event start by specifying what your outcome is If the only outcome required is satisfaction, use a level 1 measure If transfer of knowledge is required, use a level 2 tool 2. Otherwise, define specifically what behaviours participants would demonstrate if outcome was achieved 3. Measure the quality and frequency of those behaviours, before and after training, ideally on a numerical scale 4. Calculate % shift in relevant behaviours and relate this to your investment in training Different cohorts of participants, designs of workshops or training providers can now be compared. By prioritising your investment in those that give you the greatest behavioural shifts, you can eliminate the 50% of training, which might otherwise have been wasted!

Excel Evaluate is an online tool that empowers organisations to easily, and costeffectively, measure the behavioural impact of internal training, or the expert training provided by the Excel Communications group of companies.

Go to excel-communications.com/ excel-evaluate

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Helen Harrison, Regional Digital Manager for Diabetes & Dermatology ACE region, Eli Lilly

Piotr Wrzosiński Digital Experience Specialist

Alex Saunders Director Digital External Communications

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Sara Gorza Legal Business Partner

Kai Gait, Senior Global Digital Director

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Roche Group (Italy)

GSK

Pelin İçil, Marketing Manager, Women’s Healthcare & Levitra

Imma Rinaldi Head of Marketing & Communication Italy

Mylan

Dr. Knut Schroeder

GSK

Bayer

Kasia Hein-Peters VP Marketing for Dengvaxia

Susanne Holm Schäffer Global Patient Communications Manager

Sarah Sunderland Regional Digital Marketing Manager, EJANZ, GIPB

Jack Whitelegg IT Business Partner Commercial

Sarah Mewton Director of Marketing & Communications

LEO Pharma

Pfizer

TEVA UK Ltd

Mölnlycke Health Care

Carla Arrieta Corporate Communication

@pharmaconf Karolina Korth Business Development

Roche Diabetes Care

Mike Bellis Customer Experience Lead - Europe

Pfizer

Sanofi Pasteur

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