The 2023 pharma forecast - European Medical Journal

The 2023 pharma forecast


Season 03: bonus episode

Join Helena and Isabel in ringing in the new year with a special episode of The GOLD Podcast, in which five of our previous guests share their predictions for what could lie ahead for the pharmaceutical industry in 2023.

First up with Liz Ashall-Payne, CEO, ORCHA, the team discuss the potential for wider implementation of digital healthcare within the industry, including its use within mental health spaces, reduction of waiting times and much more.

John Wahba, Medical Head of the Global Digital Hub, GSK, adds his predictions on the action medical affairs needs to take to shift capabilities into the year ahead.

Then we dive into the world of social media with – will there be an increase in key opinion leaders and the patient voice over 2023? Haider Alleg, General Partner, Allegory Capital, certainly thinks so based on the growth of social platforms such as TikTok.

With reference to very recent world events, Jennifer Cain Birkmose, Co-Founder and CEO, Viva Valet, discusses the increase in burnout and fatigue, specifically looking at her predictions for gaps within healthcare delivery and how pharma can support access for vulnerable patients.

And Emma Booth, Executive Director, Global Business Process and Insights Lead, R&D Strategy and Operations, Amgen, shares her insights for the continued rise of both value and volume of data – a particularly pertinent topic.

A little more on GOLD’s guests…

Liz Ashall-Payne is the co-founder and CEO of ORCHA. A trained speech and language therapist, for almost 20 years Liz led NHS transformation programmes. She founded ORCHA in 2015, after being amazed by possibilities of digital health and how it allowed clinicians to be able to help several patients at once. She has been selected as a Tech Trailblazer by the BIMA 100, picked as a Healthcare IT Leader by the HIMSS Future 50, named Entrepreneur of the Year by the British Chamber of Commerce and has featured within the LDC top 50.

John Wahba is Medical Head of the Global Digital Hub, GSK. In this role, he works with the company’s global teams to support the execution of digital engagement and omnichannel optimisation. Starting out his career in medicine, John worked as a doctor in obstetrics and gynaecology at Imperial College London, before joining the medical affairs function in 2016. Ever since then, his career has taken him to a multitude of companies, including Bayer and ViiV Healthcare, and he took on his current role at GSK in 2022. John has a strong passion for innovation and improving healthcare for all, and he also acts as an ABPI final signatory.

Haider Alleg is a General Partner at Allegory Capital, an investment firm providing strategic and operational support to early-stage tech businesses. He has a rich and varied history in the pharmaceutical industry having worked across multiple advisory roles serving the industry, having additionally acted as the Global Head of Digital Excellence at Ferring Pharmaceuticals for almost five years and provided marketing consultation for brands such as Novartis and Novo Nordisk.

Jennifer Cain Birkmose is Co-founder and CEO at Viva Valet elder support digital platform, in addition to acting as a senior principal at IQVIA. She has an incredibly abundant background in the pharmaceutical industry, public health and academia, with a history at SOBI. Prior to joining SOBI, Jennifer led market access in Europe at Roche, emerging markets for Novartis and market access in EMEA for Janssen. Prior to joining the pharmaceutical industry, Jennifer worked in Copenhagen and Brussels for the European Regional Office of the World Health Organization.

Emma Booth, Executive Director, Global Business Process and Insights Lead, R&D Strategy and Operations, Amgen, is a solution-focused leader who embraces the constantly evolving pharma environment. She is passionate about developing teams and skillsets, as well as organisational design and implementation more broadly. Starting her career as a medical writer, Emma transitioned to the pharma sphere in 2008 and has spent the past 14 years in various medical and strategy roles at Amgen.

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