S06 E05: Why HCPs are losing trust in pharma marketing

Join Isabel and Jade for this special episode of the GOLD podcast as three of last year's guests share their predictions for the pharmaceutical industry in 2024. The panel includes Matt Lewis from Inizio, Rick Hollis from Ipsen and Claudia Martinez from the Access to Medicine Foundation, all of whom share their predictions in their areas of expertise. But that's not all. The GOLD hosts also reminisce about the team's 2023 predictions podcast to see if these guests could really see the future.

The Season 6 finale of the GOLD podcast has landed! Tune in to hear Isabel and Jade present a discussion with Kinnari Patel, President and Chief Operating Officer, Rocket Pharmaceuticals.  In this episode, Kinnari shares her thoughts on how the industry can engage the next generation of scientific leaders to propel itself into the future. Tune in to find out what might be stopping the younger generation from pursuing a career in pharma and how the industry can work to change their minds, the benefits of a more diverse workforce, the future of drug development and more. If you’re interested in learning more about the topic areas discussed in this episode, check out the following content:  Mastering medical affairs Taking women to the top of pharma Do happy employees equal better innovation? Last week's podcast: A patient's right to thrive, not just survive

Tune in to the latest episode of the GOLD podcast which sees Isabel sit down for a chat with Wendy Bartie, Senior Vice President and General Manager, US Hematology and Cell Therapy, Bristol Myers Squibb. In the episode, Wendy discusses her passion for developing life-saving cancer drugs with less toxic side effects. Learn about how far the industry has come, while being guided through the ways in which the sector could still evolve for the benefit of patients. If you’re interested in learning more about the topic areas discussed in this episode, check out the following content: Going for gold in gynaecological cancers Mental health matters in pharma's approach to care Last week's podcast: What motivates and challenges GOLD's guests?

For each episode of Season 6, the GOLD team has asked its podcast guests to reflect on the same question: what gets you up in the morning, and what keeps you up at night?   As Season 6 nears its close, Isabel brings you a curated selection of insights from the leaders we have heard from so far. Tune in to find out what motivates these pharma aficionados and what they see as the key challenges in the industry today.   If you’re interested in learning more about the topic areas discussed in this episode, check out the following content:  GOLD's latest roundtable: Was it worth the risk? Last week's episode: Meet GOLD's latest Catalyst - Roche’s Dr Peter Ahnesorg

"}}},"VERSION":"9.14.7"}"> Tune in for a sneak peek of GOLD's latest Catalyst interview with Dr Peter Ahnesorg, Global Hematology Franchise Head, Roche.   In this exclusive teaser of the full interview, Peter talks about why he left research for industry, Roche's commitment to ensuring equitable access to its medicines and what he believes are the qualities of a good leader today.   If you’re interested in learning more about the topic areas discussed in this episode, check out the following content: Podcast: Changing the tide on health inequities Podcast: Do happy employees equal better innovation? Last week’s podcast: A high-speed chase for oncology innovation

Tune in to the latest episode of the GOLD podcast as Isabel and Jade present a discussion with Jaime Manzanera Gómez, EMEA Brand Director, Oncology, Eisai, who details how oncology teams can best increase the pace of innovation in the field. In this episode, Jaime shares his thoughts on the pace of innovation after the heights of COVID-19, how regulatory constraints can sometimes affect the industry's thirst for innovation, his passion for the outdoors and much more. If you’re interested in learning more about the topic areas discussed in this episode, check out the following content:   Do happy employees equal better innovation? Going for gold in gynaecological cancers Last week's podcast: Changing the tide on health inequities

Listen in to the newest episode of the GOLD podcast, in which Jade digs deep into the diversity, equity and inclusion (DE&I) space with Marion Brooks, Vice President and US Country Head, Diversity, Equality and Inclusion, Novartis. In the interview, the pair discuss why Marion left a career in commercial for DE&I, the need for more action on health inequities, Novartis's approach to creating a more diverse medical workforce and much more. If you’re interested in learning more about the topic areas discussed in this episode, check out the following content:   Roche's Davidek Herron: My journey with diversity, equity and inclusion 4 top tips to create the perfect ERG Last week's podcast: Why HCPs are losing trust in pharma marketing

Tune in to a new episode of the GOLD podcast as hosts Isabel and Jade discuss a timely topic for the pharmaceutical industry: how to build trust with healthcare professionals. With a recent survey showing that 80% of HCPs don't trust the content the industry produces for them, the team look at the story behind the statistic. They explore where the problems lie and how the industry can improve for the benefit of its customers. GOLD also hears from Rob Verheul, CEO, Graphite Digital, the company behind the report, who shares his takeaways from the research. These include the importance of data accuracy, the value of a good customer experience, top tips for building trust and more. If you’re interested in learning more about the topic areas discussed in this episode, check out the following content:    Conquering generational differences in HCP marketing Meeting customer needs in medical affairs Getting to grips with customer experience

Tune in to the latest instalment of the GOLD podcast, which sees Isabel and Jade present a conversation with Rick Hollis, Director of Business Excellence, Ipsen, about his views on how the pharmaceutical industry's customer engagement model needs to grow and evolve. Discover the highs and lows of creating meaningful marketing interactions with this week's guest as Rick explores the evolution of customer engagement, his top tips for creating more enticing communications, his vision for a customer experience utopia and more. If you’re interested in learning more about the topic areas discussed in this episode, check out the following content:   Upgrading the personal touch in CX Getting to grips with customer engagement Last week’s podcast: Investigating the reality of rare disease research

Tune into to this bonus episode and enjoy an exclusive preview of GOLD’s latest catalyst interview with Dr Andreas Konieczny, Vice President and Head of Medical Affairs Europe, ImmunoGen.   In this teaser of the full interview, Isabel and Jade digest Andreas's thoughts on using medical affairs teams to drive drug launches, how to help different personalities work in harmony and how to gain leadership skills through the power of observation.   If you’re interested in learning more about the topic areas discussed in this episode, check out the following content: Revealing the true value of medical affairs Last week’s podcast: Do happy employees equal better innovation?