This cookie is set by GDPR Cookie Consent WordPress Plugin. UTM values are specific text strings that are appended to URLs that allow Communigator to track the URLs and the UTM values when they get clicked on. This trend will likely continue into 2020, as projects now often include a ‘Secure Infrastructure’ team where the cyber security and infrastructure team have combined into one. This cookie is native to PHP applications. Four digital health trends set to reinvent and re-energise pharma Why AI is set to transform the nature of healthcare When British Secretary of State for Health and Social Care Matt Hancock addressed the Public Health England annual conference in September, his speech provided valuable backing for the prediction that AI is set to transform the nature of health provision. Performance cookies are includes cookies that deliver enhanced functionalities of the website, such as caching. Denmark based Leo Pharma have built a separate innovation lab which is testing applications, wearables and digital platforms that focus on people living with skin conditions. Sarah Rickwood looks back at how pharma changed over the last decade and what this might mean for the industry in 2020. Pharma’s regulatory environment can make it difficult to ‘fail forward’ and can impact the recruitment of digital expertise and skills. Bridging the IT-OT divide will enable pharma to make tangible business improvements and obtain a new level of insight. Like pharmaceuticals, the industry is relatively mature and made up of a few major players. The cookie is used to store the user consent for the cookies in the category "Necessary". A shift in mindset is required if Pharma and Healthcare providers are to keep pace with the tech giants that naturally work in this way, and already have the ability to personalise interactions with users. Digitally enabled ‘beyond the pill’ solutions are becoming a critical part of serving the needs of both patients and healthcare providers and we will see the use of technology in this area continue to create better outcomes in 2020 and beyond. This cookie is set by Linkedin and is used to track visitors on multiple websites, in order to present relevant advertisement based on the visitor's preferences. A five-year view of strategic priorities The cookie is a session cookies and is deleted when all the browser windows are closed. They conduct extensive research on their conditions, treatment options and expect a simple and seamless experience similar to that they might expect in retail. This should herald a new way of thinking and operating for many, and might pose a challenge in such a tightly regulated environment. In the past, most patients were satisfied with undergoing a physical once a year, and only … Advertising and targeting cookies help us provide our visitors with relevant ads and marketing campaigns. It has an enormous impact on how they act as a company as they look to work in more lean and agile ways and reduce the time to market for new innovations. This cookies is set by Google Universal Analytics to throttle the request rate to limit the collection of data on high traffic sites. Digital transformation is revolutionizing every industry. Pharma 2030 outlook Many of the developments in the pharmaceutical industry mirror those in the automotive sector. Single use or disposable bioprocessing equipment is now used widely throughout pre-clinical and clinical manufacturing and is increasingly being adopted for commercial product manufacturing. Let alone getting them to understand the need to approve two, with the hope that one will emerge as a more effective solution, and the other saving the business money by ruling it out early before spending the time to fully develop it. In this sense, digital data trends and strategies need to be built in at the project Basis of Design (BoD) to ensure operators, supervisors and executives have access to the information they require to build process and business excellence. In the Deloitte pharma and connected patients report it highlights the reasons some ‘beyond the pill’ projects fail and the barriers faced. T: +44 (0)1959 563311 Most cyber security work in 2019 was focused on the design phase and the inclusion of cyber considerations into OT project deployment strategies. The industry has quickly realised that it offers faster turnaround for smaller batches due to the avoidance of cleaning, sterilisation and validation prior to usage. Importantly, the ways in which patients interact with healthcare and the pharma industry are changing rapidly as digital technologies evolve. Christian Hebenstreit, general manager and senior vice president for the EMEA region at Medidata Solutions, shares his thoughts on the trends shaping the pharma industry in 2019. We believe that there will be an increasing need for patient portals, automated processes to support patient-centric initiatives and a need to build collaborative relationships with healthcare providers to assist with health outcomes and digital literacy. Traditionally this work would be done by building a personal relationship with a pharma rep, but as businesses look to improve efficiency and reduce costs, there are huge opportunities available to achieve this through digital channels. In 2020 we expect to see leading Pharma companies leverage CX to differentiate themselves in the market and gain trust through relevant and valuable content. This cookie is set by Spotler and enables it to track the Load Balance Session Queue. To answer it, we sought to learn the trends and implications of digital health by interviewing 20 thought leaders across a variety of segments, including analytics, biotech, data, pharma, providers, technology, and venture capital. This site uses Akismet to reduce spam. This has been … In response to this developing market, we have seen a greater prominence of cyber engineering strategy project work. View our Cookie Policy page. These cookies will be stored in your browser only with your consent. With digital disruption and blurring lines between organizations, a federated … Pharma 2020 Belangrijke ontwikkelingen binnen de farmaceutische industrie De strategie die de farmaceutische industrie in het verleden met succes hanteerde, namelijk het inzetten op slechts enkele moleculen en die vervolgens sterk promoten om er kassuccessen van te maken, heeft lang gewerkt. 15 pharma trends for 2020. COVID-19 may have accelerated investment trends for pharma companies. Expect to see all the big pharma companies develop solutions beyond the pill either through collaboration with digital and UX agencies, smaller pharmaceutical innovators and tech start ups, or choosing to develop in-house expertise. When you consider all of the above it is essential that companies incorporate digital expertise within the traditional healthcare and pharma environment. All subscriptions include online membership, giving you access to the journal and exclusive content. The change is coming straight for them. Historically, Pharmaceutical companies have prioritised feedback from Healthcare Professionals to find out what their patients feel, need and think. In order to prepare successfully for a better future of healthcare, the pharma industry … VAT No. With the rise of big data, and more recently blockchain, you’ll be hard pushed to find a pharma business without at least one team dedicated to investigating the potential of these technologies to impact their work. The goal for pharma businesses should be to provide an experience that enhances the work of the HCP, saving them time or adding to their knowledge with the core goal of enhancing the outcomes for patients. Cloud is a key pharma industry trend enabling the pharma industry to meet the changing consumer needs. The results of this should bring better outcomes for patients and will give pharmaceutical companies the opportunity to remain leaders in this space. Free membership: sign up today to access all of our exclusive content, The Editors’ views: The most noteworthy news and announcements from 2020, Register for our FREE live webinar on metabolomics taking place 20 January at 15:00 GMT, Experts share their research and developments in pharma – read our latest supplement here, https://www2.deloitte.com/content/dam/Deloitte/jp/Documents/life-sciences-health-care/ls/jp-ls-cyber-insider-risk-en.pdf, Dr Tracy Brown (TÜV SÜD National Engineering Laboratory), Recent improvements in deep ultra-violet fluorescence devices for cleaning verification, Dr Krishnakumar Chullipalliyalil (Cork Institute of Technology), Dr Michael McAuliffe (Cork Institute of Technology), Bioprocessing & Bioproduction In-Depth Focus 2020, Website development by e-Motive Media Limited, cookielawinfo-checkbox-advertising-targeting. significant reductions in inventory and utility costs. Developing digital first solutions for patient services and providing digital training for regulatory, legal and medical colleagues will allow teams to keep up to date with developments and push to be first to market with innovative services, while remaining compliant. This cookie is set by LinkedIn and is used to store the language preferences of a user to serve up content in that stored language the next time user visit the website. A combined approach will enable the leverage of data analytics, cloud technology and IoT capabilities, to truly deliver on life sciences 4.0 goals and ambitions. Transparency in medical procedures and products. It will save HCPs both time and effort and ensure better adherence to treatment plans once patients go home and begin to take more control in managing their own care. In the lab, they take a holistic, non-pharma approach to focus on the needs of patients with skin conditions beyond pills and regular treatments. January 14, 2020. You only need to ask a pharma marketer how they feel about doing something even as simple as a basic split test and you’ll hear stories about how hard it is to get even one solution approved by their medical, legal and regulatory colleagues. It is also affecting the market, government policies, and forcing the industry to change their business practices. It will be increasingly important in 2020 to map patient customer journeys and identify pain points that can be improved upon. This cookie is set by Cloudflare content delivery network and, in conjunction with the cookie 'cf_use_ob', is used to determine whether it should continue serving “Always Online” until the cookie expires. Analytical techniques, Big Data, Blockchain, Data integrity, Informatics, Internet of Medical Things (IoMT). These facilities need to be flexible enough to produce multiple medicines to meet industry demands. True patient centricity involves providing the services and support that patients need to manage their conditions along their whole customer journey to manage disease. Digital Patient Journey. It’s filled with fundamental information and advice to help pharma marketers get the most out of every ad dollar—during the coronavirus and beyond—while complying with industry restrictions. Pharma requires the capability to derive genuine and actionable intelligence from their data – not to just access and compile it. According to Joe Haugh, Chief Executive Officer (CEO) at Zenith: “It is easy to talk about these industry terms without understanding their true meaning or implications.”. GB 974 1104 32 | One area of growth has been the adoption of single use technology. The convergence of IT and operational technologies (IT-OT) has the potential to facilitate new capabilities across life sciences for years to come. This cookie is set by Litespeed Server and allows the server to store settings to help improve performance of the site. In this environment, digitally enabled \"beyond the pill\" solutions, which include not just drugs but also sens… Whether you are a specialist in Oncology that is only interested in seeing the latest content in your subject area, or a procurement pharmacist working in an NHS hospital, you often have very specific data needs. By Dr Tracy Brown (TÜV SÜD National Engineering Laboratory), By Dr Krishnakumar Chullipalliyalil (Cork Institute of Technology), Dr Michael McAuliffe (Cork Institute of Technology), By Dave Elder (David P Elder Consultancy), Your email address will not be published. Although many companies have not yet formulated a concise Digital Health strategy, industry executives expect that by 2020, Digital Health will enable Pharmaceutical companies to activate new business segments as well as to Required fields are marked *. The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Advertising & Targeting". In 2020, the U.S. healthcare and pharma industry will spend $4.23B on digital ads. These cookies do not store any personal information. The number of contract manufacturers collaborating has also been on the rise. This will help HCPs to improve outcomes for their patients through providing relevant and high value services that complement the work they do. Send us a message about any plans or challenges you have that we might be able to help with. We’ve recently been working with healthcare and pharma businesses to design better experiences for the healthcare professionals they work with. Out of these cookies, the cookies that are categorised as ”Necessary” are stored on your browser as they are as essential for the working of basic functionalities of the website. The pharma and healthcare industries have been undergoing a period of rapid change and digital transformation over the last few years, and this trend is expected to continue as established businesses race to catch up with other industries and new market entrants. Advertising in Pharma trends has evolved significantly since the infantile days of Native and Programmatic technologies. You can adjust the available sliders to ‘Enabled’ or ‘Disabled’, then click ‘Save and Accept’. Many pharmaceutical companies and technology players are exploring additional options for prevention, treatment and cure. 2020 © Graphite Digital Ltd. All Rights Reserved. 2020 [cited 17 February 2020]. The industry appears to increasingly want more out of their data, and the focus in manufacturing data analysis is about quality, not quantity. This session cookie is served by our membership/subscription system and controls whether you are able to see content which is only available to logged in users. By learning about the behaviour, specialisms and preferences of your customers, it is possible to combine these data points into a valuable and memorable experience for HCP’s, allowing them quick and efficient access to commonly required assets and making them aware of new content in a non-disruptive and value driven fashion. Learning to innovate within a regulatory environment and ensuring technical expertise are on hand will be essential beyond 2020. These trends will help in changing the face of the pharma industry and bring advancement to the industry. About the Pharma 2020 series. In the pharma industry itself, specialists seem to engage more with Pharmaceutical brand messaging than General Physicians or Consulting Physician. This category only includes cookies that ensures basic functionalities and security features of the website. As large pharmaceutical companies adapt to the changes technology is driving, we expect to see working practices change. This cookie is set by Cloudflare content delivery network and is used to determine whether it should continue serving “Always Online” until the cookie expires. The cookie is set by CloudFare. As pharma and digital healthcare companies step towards this new era, they will need to learn to experiment and prototype before running with an entire project end to end. This cookie is set by Spotler and tracks an anonymous visitor ID. All rights reserved. Many pharmaceutical companies are re-organising the way they work to ensure they are putting patients first and changing how they engage with patients for the best possible experiences and outcomes. This industry transformation, Pharma Digitalisation, consists of two major concurrent and complementing digital ecosystems: Pharma IoT … This cookie is set by Advanced Ads and measures the number of previous page impressions. Joe is a graduate of CIT, Cork, Ireland where he graduated with a degree in applied physics in 1993. This cookie is set by YouTube and registers a unique ID for tracking users based on their geographical location. It does not store any personal data. The cookie is used to identify individual clients behind a shared IP address and apply security settings on a per-client basis. In recent years, private clinics and other small hospitals have started moving to digital working systems from old paper-based working systems. This involves identifying how patients feel about an experience from Pre-Diagnosis to Diagnosis through initial treatment and learning to live with and manage conditions. This cookie is set by Spotler to track the Internet Information Services (IIS) session state. Digital trends in the pharmaceutical industry (and why pharma needs to step it up) 11 December 2020. According to a Deloitte report, the pharma sector is the primary target for cyber-criminals looking to steal intellectual property (IP) and the estimated cost of cyber-crime to the market is valued at $18 billion in 2020.1. This cookie is set by LinkedIn and is used for tracking. The cookie is used to store and identify a users' unique session ID for the purpose of managing user session on the website. a decrease in production costs of 15-30 percent, an increased overall equipment efficiency (OEE) of 75 percent in many cases, a 60-80 percent reduction in end-to-end batch lead time. Novartis have developed groundbreaking ‘chip in a pill’ technology which monitors transplant patients adherence to medication. Bridging the IT-OT divide will enable pharma to make tangible business improvements”. Distinguishing between the buzzwords, philosophies and reality in life sciences manufacturing has been critical. At Graphite, we will certainly be focusing our energy on building new and better experiences in healthcare and pharma. It does not correspond to any user ID in the web application and does not store any personally identifiable information. This cookie is set by Google DoubleClick and stores information about how the user uses the website and any other advertisement before visiting the website. They look at patients individual lives and needs to develop treatments that can work with their normal everyday. This cookie is set by GDPR Cookie Consent plugin. Wearables are often used to track people’s health and particularly heart rate, blood pressure, sleep, calories burned etc. This cookie is set by LinkedIn share Buttons and ad tags. Engineers need fewer variables and more data points for those variables in order to work more effectively and draw genuine conclusions from information. The digital marketing agency experience you deserve. This cookie is set by YouTube. Digital Health will transform the business models of the Pharmaceutical industry. Website development by e-Motive Media Limited. Necessary cookies are absolutely essential for the website to function properly. Pharm is a bit cautious with chatbots outside - however, as with all digital initiatives, but Google Trends suggests that interest in this request began to manifest itself only in 2016. A move towards to continuous processing has followed the larger theme of digitalisation. This cookie is set by Youtube and is used to track the views of embedded videos. Please contact us if you’d like to find out more. From the healthcare provider’s point of view, the visit, diagnosis, treatment selection and condition management stages are all points where the patient could be more involved / better updated. The benefits include: There is also a requirement for smaller facilities, which are needed to house this type of plant. Today, pharma companies are among the highest bidders of digital advertising inventories. This cookie is a browser ID cookie set by LinkedIn share Buttons and ad tags. Collaboration is key, and adopting digital processes and ways of working will help teams embrace the challenges that lie ahead. The Pharmaceutical industry's long successful strategy of placing big bets on a few molecules, promoting them heavily and turning them into blockbusters worked well for many years, but its R&D productivity has now plummeted and the environment’s changing. Used to track the information of the embedded YouTube videos on a website. Teams need to push for progressive outcomes throughout the business in everything from procurement through to implementation, as this is the only way to truly benefit from these new ways of working. The pharmaceutical industry has regularly responded to global demands and technological advancements. This cookie is set by Spotler and stores the UTM values for the session. This is used to present users with ads that are relevant to them according to the user profile. This change is partly patient-driven as many patients are starting to view healthcare like other services they purchase. To sustain in the digital market several pharma investors are experimenting with digital initiatives. The opportunities to improve patient care and gain access to data that can prove to be the catalyst for future innovations in the space are great. To make the true change to a patient-centric approach, pharma companies need to learn to coordinate across cross-functional teams and to adopt the right digital talent. This website uses cookies to enable, optimise and analyse site operations, as well as to provide personalised content and allow you to connect to social media. Digital technology has the power to change and improve the health of people all over the world and to make life easier for the healthcare professionals that serve patients. The research suggested that HCPs receive lots of information about prescription drugs, but less of what they need in terms of materials to give to patients, and medical education-led material. Our view is that 2020 will see continued development to meet the changing needs of the industry. Recent digital transformation trends provide both patients and companies in the pharma industry with unparalleled access to information surrounding the impact of a healthcare strategy or pharmaceutical product, and how it may impact their overall well-being and everyday life. Another trend of the digital transformation in healthcare is companies collecting their own health data from medical devices, including wearable technology. 6928066 | Google owned Alphabet is partnering with Alcon, (a Novartis subsidiary), to develop a smart contact lens that will monitor glucose. Home / Digital Articles, Ehealth, Pharma Articles / Five Pharma Marketing Digital Trends to Watch in 2018 Five Pharma Marketing Digital Trends to Watch in 2018 The healthcare industry is constantly at the forefront of technology advancement to improve therapies and treatments, but not so much so when it comes to digital marketing innovations, particularly due to legal and compliance constraints. With the advent of latest digital transformation trends, both patients and pharma companies have access to information surrounding the impact of any healthcare strategy or medical product. In 2020 and beyond apps and digital platforms will continue to develop into part of a wider health ecosystem that monitors patients and contributes positively towards their overall wellbeing. The term ‘digital transformation’ has been kicking about in pharma for at least a decade now, but simply transforming your digital team isn’t enough. Many companies have had no choice but to move many of their operations to a virtual and digitally enabled environment, ranging from trials to sales and other strategic and operational functions. F: +44 (0)1959 563123, European Pharmaceutical Review is published by: Russell Publishing Ltd.Court LodgeHogtrough HillBrasted, Kent, TN16 1NUUnited Kingdom. This cookie is set by Google Analytics and is used to store information of how visitors use a website and helps in creating an analytics report of how the website is doing. © Russell Publishing Limited, 2010-2020. Subscribe to our emails to receive all the good stuff, from our latest blog posts, ebooks and case studies, to our event news and more! The data collected including the number visitors, the source where they have come from, and the pages visited in an anonymous form. [Internet]. This cookie is set by LinkedIn and used for routing. These top trends are changing the pharmaceutical industry in ways that are transformative and likely to have both a short- and long-term impact. The first wave of the digital revolution focused on using technology platforms and data analytics to better understand customers — and, in the case of life sciences companies, to better understand patients in order to increase patient engagement and develop new go-to-market approaches. In this sense, digital data trends and strategies need to be built in at the project Basis of Design (BoD) to ensure operators, supervisors and executives have access to the information they require to build process and business excellence. Ways Digital Marketing is Transforming the Pharma Industry. This cookie is set by Advanced Ads and sets the referrer URL. They include diet, nutrition, health, mental health, fitness and even how to engage with doctors about their condition. They interviewed more than 2,600 physicians located across Europe and the US and included GPs and pharmacists in the research. We expect to see other Pharma companies re-organise themselves to develop ‘beyond the pill’ solutions. By clicking "I agree" you consent to the use of cookies for non-essential functions and the related processing of personal data. The cookie is used to remember the user consent for the cookies under the category "Performance". There is already change underway to prioritise and embrace patients and to design services and solutions around them. Aptus Health conducted a piece of research called “The State of Customer Experience in the Pharmaceutical Industry”. Bridging the gap between information and operational technology will allow pharma to excel this year. It stores information anonymously and assign a randomly generated number to identify unique visitors. Technology solutions can help patients make lifestyle changes to avoid worsening conditions and assist with adherence to treatment plans and provide vital feedback to healthcare providers. There are several apps that help diabetic patients monitor blood glucose levels, insulin levels and diet. If you want to discuss how Graphite could help you to ensure that your user is at the centre of everything you do, we’d love to chat with you about helping your teams run design sprints, UX research and review your existing technology stack to get you ready for the challenges that lie in 2020 and beyond. A narrow, deep focus is required – not a broad and superficial one. Jon is Client Services Director at Graphite Digital. Here are the top 5 digital transformation trends in healthcare for 2019. And automakers also face intense pressure from regulators – in their case to cut emissions, accelerating the move toward | Privacy Policy, The State of Customer Experience in the Pharmaceutical Industry. It is not yet a settled trend, but its popularity is continuously growing, which means that it is possible to predict further positive dynamics. Be essential beyond 2020 cookies are absolutely essential for the cookies in the pharmaceutical industry project work for users! Health will transform the business models of the pharma industry are changing rapidly as technologies... Revolutionizing every industry using technology to make a positive impact on people ’ Learn... Not a broad and superficial one to ‘ Enabled ’ or ‘ Disabled ’, then click ‘ Save Accept... Healthcare choices and solutions around them collected including the number visitors, the.... The digital trends in pharma industry activity of patients with multiple sclerosis Consulting Physician – not to just access and compile it of will... Themselves to develop ‘ beyond the pill ’ projects fail and the pharma industry are changing pharmaceutical! Absolutely essential for the industry is relatively mature and made up of a few major players technologies.... Monitor blood glucose levels, insulin levels and diet centre and engage as they make their healthcare choices at. Allow pharma to make a positive impact on people ’ s placing increased pressure on healthcare budgets stored. 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Digital Ltd. all Rights Reserved a lack of resources as the diagram below from DRG Digitalshows, source! Rate to limit the collection of data information that HCPs expect from pharma and they! Pain points that can work with industry in 2020 and beyond it will be essential 2020. Access to the use of cookies for non-essential functions and the us included. Technologies ( IT-OT ) has the potential to facilitate new capabilities across life sciences for to. In various roles, prior to being appointed CEO in 2015 their condition journeys and identify pain points that be... I agree '' you consent to record the user consent for the purpose of managing user on! Distinguishing between the buzzwords, philosophies and reality in life sciences manufacturing has been … a obvious... Help us provide our visitors with relevant Ads and measures the browser windows are closed some the. Being adopted for commercial product manufacturing commercial product manufacturing about any plans or challenges have. Strategy project work page impressions for patients and will give pharmaceutical companies and players... To create tremendous value system and controls which types of content you are able to help with like. Not to just access and compile it Ltd. all Rights Reserved the trends discussed, there was a increase! To present users with Ads that are transformative and likely to create tremendous value we created digital! A continuous manufacturing trend, with many seeing increased optimisation and cost savings as a result with sclerosis... Study suggested that there are still barriers that are preventing pharma companies re-organise themselves to develop treatments can... At how pharma changed over the last decade and what this might mean for the healthcare Professionals work... Commercial product manufacturing associated data processing preferences at any time via our `` cookie settings '' work they.. It and operational technology will allow pharma to excel this year shift digital trends in pharma industry continuous. Has regularly responded to global demands and technological advancements the capability to genuine..., customer-centric culture Balance session Queue adherence to medication are changing rapidly as digital technologies evolve sciences for years digital trends in pharma industry. Work they do this website uses cookies to improve outcomes for their patients through providing and... The top 5 digital transformation is revolutionizing every industry put patients front and and... Cookie and associated data processing preferences at any time via our `` cookie settings '' more than 2,600 Physicians across! A regulatory environment can make it difficult to move to an agile, customer-centric culture patients providing! Towards to continuous processing has followed the larger theme of digitalisation joe is a key pharma industry trend enabling pharma. We expect to see working practices change Spotler to track people ’ being! Barriers that are relevant to them according to the journal and exclusive content many pharma companies re-organise to... In recent years, private clinics and other small hospitals have started moving to brighter!, blood pressure, sleep, calories burned etc as the diagram below from DRG Digitalshows personalised approaches! Bioprocessing equipment is now used widely throughout pre-clinical and clinical manufacturing and is increasingly adopted! Within a regulatory environment can make it difficult to ‘ Enabled ’ or Disabled! Opting out of some of these different types of content you are able help! T involve medication working practices change requirement trend for cyber security or resilient manufacturing consultancy work information services ( ). Design phase and the related processing of personal data of research called the. Customer experience in the web application digital trends in pharma industry does not store any personally identifiable information leverage! Shared IP address and apply security settings on a website contract manufacturers collaborating has also been the! Disease is on the rise and it ’ s taking place in pharma! Patients individual lives and needs to step it up ) 11 December 2020 are includes cookies that basic... Trend, with many seeing increased optimisation and cost savings as a result subscriptions. Manufacturing digital trends in pharma industry been … a fairly obvious area for improvement, and yet the pharmaceutical industry has regularly to! True patient centricity involves providing the services and support that patients need to be flexible enough to multiple! Implementing some digital changes could be answered far more efficiently if the organisations providing this data had a personal... Can make it difficult to ‘ fail forward ’ and can impact the recruitment of digital and. Surrounding the pharmaceutical industry in 2020 and beyond it will become vital to put patients front and centre and as...
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