Reimagining pharma’s role in supporting healthcare professionals
Paul Petrelli, GM of Jazz Pharmaceuticals, talks about HCP partnerships, and all that Jazz (820 words, 4 minutes)
Pharma, as an industry, has the goal of helping patients — but there is value in considering how pharma may contribute to supporting physicians as well, said Paul Petrelli, general manager of Jazz Pharmaceuticals Canada. Petrelli spoke at the virtual 15th National Pharmaceutical Congress.
“As an industry, we want to help support patient care, but what does that look like, and how do we create win-win solutions?” asked Petrelli (photo below). “Where the opportunity exists, we need to reimagine our role in helping support healthcare professionals.”
He reminded Congress delegates that, a year ago, at NPC 2020, research was done in conjunction with Pangaea Consultants to understand what the new standard would look like.
“We interviewed healthcare professionals, nurses, pharmacists, physicians, not just because of post-Covid, but also just to recognize how the dynamics in the Pharma industry are changing,” said Petrelli. “We also looked within, conducted external benchmarking, and examined the gaps in our industry.”
The feedback received came down to two themes: one was a lack of time to spend with patients, and the second was effectiveness in technology.
“There are two areas where the Pharma industry can contribute,” explained Petrelli. “One is to help healthcare professionals stay current in the volume of information and tools. The second is partnering with them to help minimize inconsistencies in access to care for patients.”
“Healthcare professionals are looking for the industry to emerge as a true partner in terms of patient care,” said Petrelli. “They want help with managing and minimizing time and delays for patient care. And the big ask is helping improve healthcare systems.”
“We need to reconsider how we invest in brand awareness and growth and look at the systems care models, and research we can contribute to that will help improve patient support,” continued Petrelli. “We need to educate healthcare professionals on what we do in the Pharma narrative and change that dynamic from a push to a pull.”
Further reading: Read Pangaea Consultants’ assessment of pandemic-driven changes to interactions between Pharma industry stakeholders.
THIS WEEK 12/14/21
Pfizer announced that the European Commission approved Cibinqo (abrocitinib) to treat moderate-to-severe atopic dermatitis in adults who are candidates for systemic therapy. Cibinqo is an oral Janus kinase 1 (JAK1) inhibitor that has demonstrated improvements in skin clearance, extent, and severity of AD.
Seegene Inc., a South Korean molecular diagnostics company, introduced a series of diagnostic tests that claim to detect the many Covid-19 variants, including Omicron. This new PCR test could be effective in helping governments and health authorities fight the existing variants.
Pfizer and BioNTech announced that the U.S. FDA approved a booster dose of the Pfizer-BioNTech Covid-19 vaccine for people 16 years and older. The booster dose should be administered at least six months after completing the primary vaccination series and is the same formulation and strength as the primary series.
Janssen Pharmaceutical announced the Conditional Marketing Authorization (CMA) in the European Union of RYBREVANT (amivantamab) for the treatment of adult patients with advanced non-small-cell lung cancer with activating epidermal growth factor receptor (EGFR) exon 20 insertion mutations, after the failure of platinum-based therapy.
IN CASE YOU MISSED IT
Season Five of the NPC Podcast explored pharma’s purpose, process, and people with a diverse list of guests across eight episodes. Podcast host Peter Brenders spoke with guests on clinical trials, laws and regulations, investments in life sci, manufacturing, working with the Canadian government, and implications of Covid-19. Did you miss an episode? Catch up now!
CANADIAN HEALTHCARE MARKETING HALL OF FAME
The Canadian Healthcare Marketing Hall of Fame awards were established in 2002 to honour healthcare marketers who have contributed to our vocation and inspire others.
More than 100 honourees have been selected during the past 18 years. In the selection committee’s view, they stand for a representative cross-section of the qualities that make our business unique and fulfilling. Each week, NPC Healthbiz Weekly will acknowledge one past Hall of Fame Honouree.
2014 Inductee
Paul Cusimano
Mississauga, Ont.
“At the end of the day, there is a great feeling of satisfaction that you have actually contributed to a positive outcome for the patient by going that extra mile,” says Paul Cusimano, reflecting on the highlights of a healthcare career spanning 40 years. Indeed, there have been few dull moments on a journey that began in pharma sales and led to the role he occupies today—vice-president of Business Development & Infusion Clinic Network at Shoppers Drug Mart Specialty Health Network.
As a dedicated division of Shoppers Drug Mart, the Specialty Health Network (SHN) provides severely ill patients with the patient support services required to help them through their complex health challenges. “When you’re in a position to help a patient with any of these diseases, you do it because their life could depend on it,” says Cusimano.
Drawing on his past career lives has allowed him to transition easily into the specialty services landscape. “I really became interested in the specialty business because I felt I had a lot to contribute in terms of my experience in pharma sales, marketing, operations, and people management—and my various roles on the supplier side (advertising) launching new products and strategy development,” he notes.
He nevertheless credits the trajectory of his career to the mentorship of one of his marketing professors who encouraged him to apply for a position as a sales rep with a notable Canadian pharma company. “I went for the interview, got the job and the rest is history,” laughs Cusimano who recalls the thrill of being promoted from a position as a medical rep to product manager for Ciba-Geigy (now Novartis) a few years later.
After spending 14 rewarding years in the pharmaceutical industry and seeking new horizons, Cusimano made the “exciting” leap to healthcare advertising, where he could expand his skillset. “When you are with a manufacturer, you’re lucky if you get to launch one product in your career; on the advertising side, I got to participate in the launches of several historically important new products in various therapeutic categories,” he says.
Twelve years later, Cusimano found himself back in the realm of pharma, this time as Director of Pharma Operations, and subsequently Market Research and Business Analytics at the Swiss pharmaceutical company Roche. It would be eight years before he left the traditional pharma world to embark on a completely unique opportunity—specialty healthcare, in the role of Vice President of Commercial Operations at AmerisourceBergen.
Looking back on over four riveting decades in the industry, Cusimano considers “giving back” to be his guiding principle in business and beyond. In his current position at SHN and charitable endeavours as a past president of the Asthma Society of Canada, helping patients has been a personal goal.
“It’s a very fulfilling feeling to know you had a little bit to do with helping them through their difficult journey,” he adds.
HAPPY HOLIDAYS & HIATUS
We’re wishing you and your family warmth and joy during the holiday season. NPC Healthbiz Weekly will be taking a short break during this time. We’ll be back in your inbox with more great content in the new year, starting January 11, 2022.
Stay safe, stay sure, and stay on your game. We’ll see you again next year.
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