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Pharmaceutical Market Europe - May 2021

Pharmaceutical Market Europe - May 2021


Alzheimer’s is the most common cause of dementia and it affects nearly one million people in the UK today. Our article from Alzheimer’s Research UK looks at the treatments that are being investigated and highlights an impactful campaign starring Samuel L Jackson entitled ShareTheOrange. In the campaign, Samuel L Jackson says: “The damage to a brain with Alzheimer’s can leave it weighing 140g less than a healthy one. That’s about the weight of an orange.” Read more on page 24.

Our main topic this month focuses on launch excellence and the new challenges created by COVID-19. In his article on page 28, Chris Ross investigates launch lessons from lockdown and takes a novel look at launch excellence through the lens of COVID-19, exploring how pharma’s launch leaders are rewriting the story.

In Danny Buckland’s article on page 34, he looks at how the pandemic is forcing a fresh focus on the human touch and fresh thinking about engagement. His article highlights that launching a new product is never easy, with 40% of worldwide drug launches between 2009 and 2017 failing to meet their two-year sales forecast, according to a McKinsey report

Looking ahead, in our July/August double issue we will be taking a look at the future of the workplace, a topic that is highly relevant as we all wonder exactly what our long-term return to work will be like, after over a year of working remotely and some big companies already declaring that employees will be able to continue to work from home for part of each week.

If you would like to make your voice heard on this topic, please get in touch at

I hope you enjoy this issue!

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