Understanding digital communication for a new era
Jim Hall says the Covid-19 pandemic accelerated the digital transformation of the pharmaceutical industry (1,220 words, 6 minutes)
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As the pharmaceutical industry continues to adapt to the new reality following the Covid-19 pandemic, companies are developing new ways to interact with patients and physicians using digital technology. During a recent episode of the NPC Podcast, Jim Hall discussed how these changes benefit patients and companies. He is Senior Vice President and General Manager of Covis Pharma Canada, a company that provides therapeutic solutions for patients with conditions such as anemia and asthma.
Hall described how the pandemic caused a transformation in physician-industry interactions. “Virtual medical education is more cost-effective [than face-to-face education]. You can do it at any time. You don’t need to drive to a venue and take time to have dinner with healthcare professionals.” Hall said.
“We've also been able to bring physicians and other healthcare professionals from across the country into one virtual venue to discuss healthcare. The discussions from all over the country create a much more robust learning experience and environment.”
While company management has focused on using remote technologies for virtual education, they have also had to consider the technological advances in the pharmaceutical industry. Hall explained that Covis is taking the time to adopt the correct, well-developed technology for its business rather than pursue trending innovations as soon as they are released.
“We are certainly building our internal IT capability as a small, growing company, and that’s been important. A part of our mandate is to look at how we use digital media technology to bring more value to our customers,” he said.
The company remains focused on improving communication, according to Hall. “We are looking for ways to connect more seamlessly at optimal times with our customers,” he said.
THIS WEEK 07/05/22
Bristol Myers Squibb Canada announced that Health Canada has issued a Notice of Compliance with Conditions (NOC/c) for nivolumab (Opdivo) as monotherapy for adjuvant Tx of adult patients with urothelial carcinoma (UC) who are at high risk of recurrence following radical resection of UC.
Health Canada has approved Pfizer’s abrocitinib (Cibinqo) for Tx of refractory moderate to severe atopic dermatitis in patients >12 y o, who have had an inadequate response to other systemic drugs or who cannot receive these treatments.
Seegene, a South Korean molecular diagnostics company, has developed a PCR test to detect the monkeypox virus. The Novaplex MPXV Assay, which specifically targets the monkeypox virus, was developed using the company's AI-based automated test development system, known as Seegene Digitalized Development System or SGDDS, and other virus-detecting technologies. This new test can allegedly identify positive cases of the monkeypox virus in 90 minutes.
Israel’s BioLineRx has entered into a co-development agreement with GenFleet Therapeutics, a Chinese biopharmaceutical company focused on immunology and oncology, for the development of Motixafortide for the treatment of pancreatic ductal adenocarcinoma.
LISTEN NOW
In season seven of the NPC Podcast, Michael Stone, General Manager for Canada of Mallinckrodt Pharmaceuticals, talks about taking on a leadership role during the pandemic, attracting younger, tech-savvy talent and the relevance of an education degree in pharma. Hear him in conversation with podcast co-hosts Mitch Shannon, Jim Shea and Mark McElwain.
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 represent a cross-section of the qualities that make our business unique and fulfilling. NPC Healthbiz Weekly will acknowledge one past Hall of Fame Honoree each week.
2006 Inductee
Jacqueline Shan
Edmonton
Editor’s Note: Jacqueline is now the Founder, President and CEO of PBG BioPharma Inc
A relative newcomer to the Canadian healthcare scene, Jacqueline Shan has made a significant mark on the OTC front since she assumed the role of CEO of her Edmonton-based company CV Technologies three years ago. But the transition from researcher to savvy marketer responsible for launching Cold-fX, an herbal cold remedy that has eclipsed popular drugstore brands by more than two to one, was a challenge, she says.
While her vision wasn’t to be a marketer, “I was inspired because I saw this great outcome from the research for Cold-fX, and I thought there was a responsibility to apply that science to human life.” She adds, however, “I always tell myself I will go back to the lab again, [since] science is my true passion.”
Shan’s love affair with all things scientific started at the young age of 15 when she enrolled at Beijing’s most prestigious medical school. After emerging with a doctorate in pharmacology, her passion for research coupled with the Chinese government’s growing interest in Western medicine brought her to the doorstep of the University of Alberta where she studied for a doctorate in physiology. Running research projects under the watchful eye of renowned U of A researcher Dr. Peter Pang, the two would uncover a component of ginseng that helps the body fight infection. The herbal ingredient formed the basis of Cold-fx, the cornerstone of a successful business venture based on patented natural therapeutics.
Shan, who’s been in Canada for almost 20 years now, says her exposure to herbal medicines started as a child in China. “When I was a child, I was malnourished. My mother and grandmother often gave me tinctures and herbal teas. I was very curious as to why and how they worked.” But even at medical school in China, “I couldn’t find much about how herbal medicine works. “It was based mostly on empirical observation,” she adds. Clinical research similar to that of mainstream medicine has been lacking for herbal compounds, primarily due to skepticism and a lack of investment dollars, says Shan. She sees herself in the role of a trailblazer in terms of changing the approach to illness from curative to preventive.
Shan proudly notes there are nine clinical peer-reviewed scientific papers outlining the efficacy of Cold-fX which is now on shelves in Shoppers Drug Mart, Loblaws, and Costco. Currently, a multicenter clinical trial of Cold-fX involving top infectious disease experts is now underway in major cities across Canada. “Research is about the unknown and 99 per cent of the time you don’t find anything, and one per cent of the time when you find something, it’s an accomplishment.” Shan believes the company's other products, Remember-fX, a “ginsenoside” compound designed to enhance acetylcholine, and hence memory, and Cell-fX, a chondroitin-based remedy for joint health, will be similarly well-received in the marketplace. She concedes there’s still a need to educate the medical community about natural remedies. “Once you design your studies the right way and use the right medical approach, mainstream medical people don't see there’s a difference really. It’s not that people don’t accept it, it’s that they haven’t been exposed to it.”
There’s no word yet on who will endorse the company’s other two offerings, but Shan is clearly pleased with the company's growth- sales just shy of $32 million in 2005-since enlisting hockey commentator Don Cherry to promote Cold-fX. Since then, she’s become a hockey fan, of sorts, although she admits she’ll never be an expert on the game. Sitting with Don Cherry and hockey legend Mark Messier during the playoffs, “I learned a lot,” says Shan. “But sometimes they laughed at me when I made a wrong comment.”
NEXT WEEK
In the 07/12 edition of the NPC Healthbiz Weekly, James Cran, Founder and CEO of Pharma Consultants Inc., talks about the evolution of pharma marketing, the consumerization of healthcare and leading by example in virtual workplaces. It’s easy to get your no-charge subscription and have the issue sent to your phone or inbox each Tuesday at 6:00 a.m. sharp.
Stay safe, stay sure, and stay on your game. We’ll see you again next week.