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Pharmaceutical Market Europe - May 2022

Pharmaceutical Market Europe - May 2022

Behaviour change – a maze of decisions

In our cover article this month, Danny Buckland looks at behaviour change, and how the pandemic, with its sudden sharp focus on the correlation between behaviour and health outcomes, delivered a huge jolt to society, encouraging people to realise that behaviour is as important to health as the most innovative science.

As Danny explains, fresh thinking and commitment to clearer understandings of the nuances that are at the heart of behaviour are starting to unlock the gains that could transform healthcare systems that are under huge pressure. Read more on page 32.

Also in this month’s issue, we have an article from Paul Chew, Chief Medical Officer at Phesi, who talks about the importance of building a resilient clinical development strategy – especially now, when local events are having a global impact. Read more on page 16.

Once again, we have our annual communications excellence special feature in the May issue of PME. This time we have 18 agencies contributing to this feature, so for a closer look, turn to page 22.

Looking ahead, our June issue will look at tackling key health challenges through innovation and creativity in healthcare. Creativity leads to innovation, and innovation in healthcare is vital to deal with the ever-growing demands of a healthcare system that is faced with an ageing population, an increase in chronic disease and illnesses, and wider requirements for more personalised patient care. In next month's issue we'll look at the influence of creativity in healthcare and the role novel thinking can play in improving established routines.

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

I hope you enjoy this issue!

View Pharmaceutical Market Europe - May 2022 online

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A leading global patient-activation group - comprising of a digital insight consultancy, creative activation agency. Our foundations lie in behavioural...