Cambridge BioMarketing Discusses Outlook for Gene Therapy and CAR-T Treatments in 2018

CAMBRIDGE, Mass.--(BUSINESS WIRE)-- Cambridge BioMarketing, an Ashfield company, part of UDG Healthcare plc and the world’s leading rare disease agency, today announced five predictions for 2018 related to the pharmaceutical, life sciences and marketing industries:

• It will be more important than ever for healthcare companies to incorporate the hyperpersonalized experience in marketing and communications: As personalized medicine continues to take hold, consumers expect the same approach with healthcare communications. Targeting and retargeting messaging to be hyperpersonalized will be key. As technology becomes more sophisticated, marketers have a responsibility to communicate and deliver messages that line up with audience expectations, behavior and media literacy. – Annemarie Crivelli, Director of Digital
• Gene therapies and CAR-T ‘kinks’ will still need to be worked out: In 2017 we saw landmark breakthroughs in advanced genetic therapies, such as viral mediated gene transfer and CAR-T therapies. That momentum will not slow in 2018, but reimbursement and access issues will continue to be a challenge even as more advanced genetic therapies garner approvals. For example, CAR-T agents and the procedures and hospitalization time for these therapies are quite expensive; only the top health centers have the facilities and skills necessary to successfully implement these advanced therapies. The patient demand is there, the approval is there, but effectiveness in clinical practice requires access and reimbursement. The commercial challenges for these scientific breakthroughs remain despite the approvals. - Sam Falsetti, PhD, Head of Medical Strategy and Product Innovation
• Pharmaceutical companies will take a deeper dive into the ‘rare side’ of common diseases: In 2018, the market will continue to see an increased focus on specific mutations or subtypes within larger or more common tumor types such as breast cancer. – Michael Tonzola, Group Management Supervisor, Oncology
• Pharmaceutical companies will leverage patients to transform data points into human stories: The patient voice will be more important than ever when it comes to regulatory decisions during advisory committee meetings. In 2017, we witnessed the power of patient testimonials around the approval of the Spark gene therapy treatment for a form of childhood blindness. In 2018, we will see more pharma companies tapping the experts who can best explain the often life-changing benefits of a treatment: the patient. - Maureen Franco, Chief Executive Officer
• The rise of tech for better partnerships: In 2018, we’ll see improved patient outcomes not only because of new treatments, but also thanks to more effective care coordination among patients, physicians, nurses, and care partners. Patients embarking on new treatments will be better empowered to take charge of their well-being while physicians and nurses will be better connected to their patients and other care providers with the support of enhanced digital connections and mobile apps. This will be particularly impactful in the rare disease community, where multidisciplinary teams are the norm. – Julianne Dunphy, PhD, Director, Medical Strategy

About Cambridge BioMarketing
Founded in 2001, Cambridge BioMarketing is a U.S.-based communications agency specializing in rare orphan diseases with over 100 employees. Headquartered in Cambridge, MA with offices in Oakland, CA, Cambridge BioMarketing is an industry leader in orphan drug launches, advising pharmaceutical companies with an integrated focus on both traditional healthcare professional (HCP) programs and direct-to-patient work. In partnering with predominantly pharmaceutical and biotech customers, the agency’s goal is to bring physicians, specialists, and patient communities together on behalf of clients to transform human health in the face of devastating, under-appreciated disease states. Cambridge BioMarketing’s primary service offerings include: launch readiness support; digital strategy; market analytics; integrated marketing; patient identification and acquisition; medical affairs support; line extensions and patient retention and adherence programs.

For more information, please go to: http://cambridgebmg.com/

About Ashfield:
Ashfield Commercial & Medical Services, part of UDG Healthcare plc, is a global leader in providing outsourced healthcare services to pharmaceutical, device and biotech companies. The company has more than 7,000 employees, operates in 23 countries across Europe, North America, South America and Asia and works with more than 250 companies, including all of the world’s top 25 pharmaceutical companies. Its mission is to partner with its clients, improving lives by helping healthcare professionals and patients get the medicines, knowledge and support they need.

Ashfield’s provides contract sales teams, customer service reps, medical science liaison officers, remote detailing, nurse educators, medical information, healthcare communications, market access, market research, training, event management, digital, creative and pharmacovigilance services.

For more information, go to www.ashfieldhealthcare.com.

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