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Pharmaceutical Market Europe - November 2020

Pharmaceutical Market Europe - November 2020

Life in lockdown

As lockdown restrictions tighten, it is important to look after our mental and physical health while working from home. In Mike Dixon’s column this month he looks at the positive side of working from home and not having to be “either the person dressed like you’re in the Caribbean because you’re sitting under the heating vent or the person dressed like the Michelin man with the corner desk in the Arctic”! On the not so positive side, however, the dramatic changes to our routines during lockdown have resulted in us losing a lot of the well-being benefits our previous routines used to provide. Read Mike’s column on page 14 to find out more about why it’s important for us all to take a moment to think about how we can make the best of working from home, while also keeping an eye on the less positive aspects.

In our monthly cover article from Chris Ross, he looks at creativity and how the pandemic has shifted the dial and has thrust creativity into the spotlight and underlined its strategic importance.

Chris writes that “the pandemic has liberated a speed and agility in creative decision-making that’s brought about ‘five years of innovation in just five months’, and that pharma’s creative approach is beginning to attract attention from other industries, rather than the other way around”. He goes on to say that “creativity cannot exist in isolation – it requires collaboration, cross-pollination, diversity and difference. Most of all, it requires a deep understanding of customer behaviours”. Read more about the importance of creativitiy on page 30.

I hope you enjoy this issue!

View Pharmaceutical Market Europe - November 2020 online


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