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13.04.2021 | Insight

The Role of Digital in Clinical Innovation

By Victoria Donougher

Doctor preparing online internet prescription selective focus

Last week, CREATION.co attended the Reuters event: Pharma Clinical 2021, the tagline for which was “rebuild clinical trials in the image of patient needs”. Over three days, leaders from across the pharma industry came together virtually and spoke of their experiences and shared practical examples of how they have fostered this approach into their day-to-day business.

One  session in particular stood out: “Embrace the stakeholder: why collaboration is the key for clinical innovation”.

In the first session of the summit, a panel made up of speakers from Sanofi, Amgen, Boehringer Ingelheim, GlaxoSmithKline and Inteliquet discussed how pre-competitive, interdisciplinary, and interdepartmental collaboration is re-shaping the way the pharma industry develop and operationalise clinical trials.

This session was a good debate between the panelists on how Pharma are innovating in this space. Areas of discussion included reshaping the trial design process around patient needs and how increased flexibility was key for patient led decision making. The panel also discussed how to implement and scale innovations under increasing timeline pressures.

Lionel Bascles, Global Head of Clinical Sciences & Operations at Sanofi explained that he sees five key partners who are imperative to successful collaboration within clinical innovation. They are patients, websites, regulatory bodies, governments and cross-industry working groups.

Mohammed Ali, VP, Digital Analytics & Performance at GlaxoSmithKline talked about the importance of the role of digital within collaboration and explained that in his role “as well as looking at the overall capabilities, he focused on the platforms that can help enhance the patient experience in a clinical trial”.

As well as looking at the overall capabilities… [focus] on the platforms that can help enhance the patient experience in a clinical trial

Mohammed Ali
VP, Digital Analytics & Performance at GSK

Reuters have a series of Pharma events over the course of this year. Last month’s event was focused on showing companies how to build long lasting HCP relationships so as to improve engagement. The next one will Pharma USA, which CREATION.co will be attending, more information available on our events page. Let us know if you would like to arrange time to meet at this event or at any other time.

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CREATION.co has been supporting the healthcare industry with insights and consulting informed by tracking the conversations of nearly 3M healthcare professional (HCP) social media profiles. If you would like to better understand your HCP customers to add value at the right time in the right place in order to create better engagement and build long lasting relationships please get in touch, we would love to help.

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Meet the Author

Victoria Donougher

Victoria leads a team focused on sales and through-the-line marketing. She has a wealth of experience in strategic and digital marketing for global businesses and likes to focus on creating long-lasting client relationships through clear communication.

Outside of CREATION.co, she helps with her family’s wine appreciation business which, for her, is the perfect combination of family time and trying new wines.

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