Future Shlock

One of the major disconnects in the pharma industry, for a variety of reasons (historical, regulatory, organizational) is  the one between product development and the marketing which follows. Products have always been developed mostly tailored to functional specs, with the needs and convenience of patients who end up taking the medicines a secondary, or marginal, factor (beyond a basic, obvious level). Indeed, such product-related elements such as formulation, vessel and packaging design are purely functional – syringe, self-inject pen, pill, gel-cap etc. etc. Marketing these products has mostly been conducted post-hoc, based on a finalized set of characteristics, which the market itself had little effect on, aside from the initial basic medical need.

Or, should I say, that was the way things have always been.

A widely used phrase in healthcare is the “consumerization of patients”. Indeed, they/we are seen as becoming much a more prominent factor in recent years, expecting more of our doctors but also more from the medical products that we (and our health insurance) are paying for.

Thus, the evolution of medicines from the conventional products we’ve always known into more sophisticated consumer products is set to change the way pharma companies develop and market their products and, of course, the way patients consume them . In order to meet the increasing expectations patients have of their drugs, based on patients’ increasing power and voice, medicines will be designed to be more friendly to patients, more useful, more comfortable, even more interactive where possible. All this, despite restrictive regulations and the very slow pace at which the legal framework surrounding the industry moves. With R&D naturally not dealing closely with non-medical patient needs, the natural move will be to interface marketing and product development.

Adding user-friendliness and the will to meet expanding patient needs will touch a variety of fields which are central to the industry’s business, including packaging, formulation, medical monitoring, patient adherence to name but a few. For patients, the solutions offered should touch upon all phases of the treatment journey, from the product received at the pharmacy, to routine usage, to re-ordering and result monitoring.

Some examples for possible different capabilities are:

• More convenient packaging for patients with motor issues; waste disposal and collection services for used syringes.
• Extended use of environmentally-friendly materials.
• Integrating medical follow up and result assessment with medicine taking: pills and/or syringes which measure and indicate the patients’ condition (e.g. blood or other internal parameters) upon injecting /digesting.
• Pillboxes which calculate the number of pills taken out and automatically remind the patient of the dosing regime, or syringes which include RFID broadcasters to indicate via computer-linked receivers to the doctor when patients have self-injected.

Manufacturing these medicines, making them more appealing to consumers not only for their health benefit proposition, but also on associated extra added-value as part of the empowered patient’s self-disease management, will require not only new skills and innovative ideas from product development people, but, equally as important, a linking of market knowledge prevalent in marketing & sales departments with the product development and design capabilities which exist in R&D departments.

This, of course, will require much closer work between these two important segments of pharma companies – the relationship between which has historically been non-existent, weak, or even one of mutual suspicion. Different staff profiles, a different work cultures and routine, a completely different “language” have all contributed to this internal gap. However, if companies want to really meet their customers needs, if they want to innovate, grow and succeed, making these two meet will be crucial.

On one of the recent 4-hour-trips I make weekly from Strasbourg to Brussels and back I thought to myself: “wouldn’t it be great if I could use these 4 hours constructively, and not just have to drive all the time?”

Now, this led me to think that:

A. I’m sure many others like me who have long commutes would be happier spending this time working, reading, eating, sleeping, watching TV, or any other activity you can think of.

B. The technology to allow automatic control of cars – i.e. ultimately allow them to drive themselves (with manual override, of course) has existed for decades (cruise control), and more advanced generations (based on radar/IR/GPS etc.) are already beginning to enter the market, admittedly in simple form. In a few years these will naturally come into their own, starting with safety aspects of driving but then moving on to allowing drivers to more and more let the car handle the driving and free up more time for other stuff.

Sound something like the Jetsons, or some sci-fi? Well, despite the fact that rigorous safety testing will have to be performed and manual control will always remain an option, the lure of freeing several more hours a week for work or leisure activities will be so great as to compel auto makers to include these features in their top models first, and then filter them in to the massive selling models as well. The economic benefit of freeing millions of commuting hours to work (if one so chooses to do so) will also drive this. Not having to contend with stop-start traffic jams and just relaxing will lure people to use this, and the ability to feed advertising to people during these hours (and not just via radio) can further increase it’s appeal. And if one wants to enjoy driving, one can always take control and drive the old-fashioned way.

Now, the Top-Gear brigade will of course complain that cars were meant to be driven by us humans, that it’s fun and that by taking control from the person and giving it to some sensor-laden computer you’re ripping the heart and soul from these automobiles, to which I’d say: true, you’re right. However, giving the option to drivers to switch to auto-pilot and do something much more (or much less) productive is one of the main points of technology. Auto-pilot itself is used frequently to allow airline pilots to sleep/booze up/ take a vacation in Wisconsin, all the while people can still enjoy piloting. If you’re a petrolhead, go ahead and switch it off.

It seems that most concepts and discussions regarding cars in the future focus either on cool radical designs or on the energy source. The question is, will the actual role which the car plays in our life not change? What will cars turn into, once they are fully capable of driving themselves? If you could do anything in your car while on the road, what would you do?  Eating, sleeping, watching TV, Internet, talking to people (fully concentrated), and many other activities are the potential beneficiaries of this suddenly free time. In effect, the car will become an extension of the home. This will radically change the interior design of cars, with space utilization for  activities other than driving becoming a prominent factor, replacing the current guiding principle of a well-designed driver’s environment and comfortable sitting positions for him/her and several passengers.

Entertainment units (large screen TVs, onboard PCs (or macs), games console etc.), minibar, seats which collapse into beds, perhaps even basic cooking facilities seem reasonable, bringing what is available in chauffeur-driven cars and mobile homes into your everyday car. Or is there anything else you would think could be done in a car instead of driving?

EDIT: an interesting story regarding this topic can be read here, claiming that the first models of self-driving cars could be on the road within a decade!

It’s been a year since Romi was born. Amazing how quickly, and at the same time how slowly, this year went by…

So what have we had over the last 12 months?

A very steep learning curve.

Months of sleep deprivation and chronic tiredness.

Diapers, poo and all that.

Much less free time. So much added responsibility.

…and on the other hand…

Watching her grow from a 3 kilo, totally helpless baby into a toddler who can almost walk on her own.

Real enjoyment of seeing a personality form: great curiosity, humor, sadness, joy and grumpiness.

The wonderful, unfiltered and completely honest smile that greets you when she sees you first in the morning or after picking her up from the nanny.

The wonderful laugh. Sometimes spontaneous, even better when you bring it about.

Peaceful, beautiful moments of closeness when she rests her head on your chest and gently falls asleep.

Watching her charm the pants off people with a single smile.

The great interaction with family, friends and even strangers….

…what’s the balance?

In the early months it was pretty torturous, and I have many friends who are now becoming parents for the first time from whom I hear the same sounds of suffering we made when suddenly arriving in baby-land. However, the emergence of a wonderful, adventurous little person from the cocoon of the baby (and, of course, a steadily improving sleep cycle) has turned it to a great experience. Not an easy one, not a comfortable one, but still one that I wouldn’t miss if I went back 21 months ago.

The two capitals of European politics. Two prominent cities where decisions are taken that influence life across the continent. Two governmental hubs between which a small army of politicians and bureaucrats shift to and fro (almost) continuously.

However, one is the capital of a (somewhat divided) nation, the other only the 6th largest French town, with just under a quarter of the population of its larger sister EU capital.

We spent over two years in Brussels, and have been in Strasbourg for nearly 6 months now. If I can say anything, it’s that these two places are very different. And it’s not just the French vs. the Belgians. It’s also the weather. The different size of these two cities. The region. The lifestyle. All make for two cities which are supposedly at the center of what is “European” but are completely different when experienced in-depth.

Starting with the people: while French is the predominant spoken language in both cities, the cosmopolitan feel is much greater in Brussels due to the large international community living there (EU, NATO, Multinational corporations). Many more people speak English (also due to the Flemish population, the majority of which learn the language at school and watch un-dubbed television), and seem more tolerant to non-French speakers. In France, as it is well known, if you do not parler Francais you’re in trouble.

A related issue is the work ethic. While I’ve heard many complaints from friends in Belgium regarding the lethargy of the administrative system in that country, the French system is on a whole other level. The combination of a self-nurturing bureaucracy and and a mass of ridiculously inefficient, professionally stagnant and indifferent clerks leads to a woeful experience for everyone trying to get any administrative service. Not that getting a carte de sejour in Brussels was a bed of roses, but here they’ve made red tape an art form. Each clerk is responsible for filling in a line in the form, there’s a separate clerk for moving the form from one clerk to the other, and if one of them is missing then nothing gets done. Work hours amount to a staggering 3-4 per day, when lunch and breaks are taken into account.  All in all, there’s beauty in the the way this has been perfected, administrative inefficiency as a successful meme. “The horror, the horror” indeed.

Personally, the lack of substantial industry in the area (the main sources of employment here seem to be tourism, the university, and of course the EU institutions) is a drawback which means I have to work in Belgium – yes, drive there every week.

However, there are two factors that more than make up for these drawbacks : the weather, which is miles better than that in Belgium (warmer, much more sunshine and less rainy days), and the region in which the town is located, which is just stunning. Situated on the Rhine, between the Vosges mountains to the west, nestled by picturesque wine-growing villages, and the black forest in Germany to the east (cuckoo clocks and all), I can hardly think of a more varied, beautiful or pastoral region to live in.

Moreover, Strasbourg being a small city has definite perks – such as the wonderful rarity of traffic jams, the peace and quiet (I really don’t miss the incessant sirens going up and down avenue Louise), and the ease by which we can pop across the Rhine and visit another country…

Finally, the city itself is beautiful and charming. Anyone who has had a chance to wander around the Grand Ile will testify to this. The old town of Brussels has nothing on this place, it’s really a joy.

So, the verdict then: Strasbourg wins on points. Despite the sometime annoying tendencies of the locals, despite the horrendous bureaucracy, it’s a great place to live.

During the last several long train/plane trips which I’ve taken over the past year or so I’ve bought and read the printed edition of Wired.

Now, Wired is one of the best known geek-zines (leg-en-dary), and I’ve been reading it for over a decade. However, when I contrast my experience when reading it these days with that of reading it ten years ago, it feels to me that the current publications just do not stand up to the same standard.

I’ve found I had this feeling after going through several issues.  It used to be, in the “good old days” that I couldn’t put the magazine down – the vast majority of articles and items were interesting, profound, visionary, exciting (see this article as a good example of what you could find), or any combination of the above. These days I just find it very…well..flat, uninteresting, mundane.

I’ve thought whether this is simply me, whether my interests have changed and the mag has stayed more or less the same? No, I don’t think what I look for has changed. It seems to be some editorial decision, though I’m flummoxed as to why would someone “dumb it down” – more varied offers for more “reader segments”? New readership with new, different, interests?

Please, can someone enlighten me as to what’s happened, am I alone in finding the new editions so bland, and/or where I can find a magazine which captures the spirit which Wired used to capture and carry so well?