A look at some of the news and highlights from the week in pharmaceutical marketing:

  • Medicines OptimisationNHS England has published Medicines Optimisation: helping patients make the most of medicines. The guide offers HCPs "four guiding principles to make sure that the right patients get the right choice of medication, at the right time". The principles have been endorsed by the Academy of Medical Royal Colleges, the Royal College of General Practitioners, the Royal College of Nursing and the Association of the British Pharmaceutical Industry.
  • Carwyn Jones and Faisal Ahmed of the PM Society Digital Interest group took a look at the role of gamification in pharma on pharmaphorum. With gamification entering its second year as a category in the PM Society Digital Media Awards, they looked at some of the elements of gamification including progress paths, feedback, rewards, user experience and social. 
  • Sticking with digital, Digital on Drugs released their latest offering, "the mobile episode" this week. How are HCPS and pharma responding to the growth of the mobile internet, in a world when 56% of doctors in the US using their smartphone to search for clinical treatment information?  Some of the stats mentioned in the episode can be found in Google's From Screen to Script: The Doctor's Digital Path to Treatment presentation from June 2012.
  • At this week's ABPI conference, Chief Executive Stephen Whitehead said that the industry was "struggling to understand" the changes to the NHS as it undergoes reform. He added that many of the difficulties of the old NHS were still present, and the service often remains reluctant to make changes: "What we as an industry get excited about – i.e., innovation – the NHS is less excited."
  • Finally, we've relaunched our social and networking events. Always a key part of the PM Society, these events are now Charity Days that focus on teambuilding and raising money for our chosen charity, Bliss. Coming up in June we have the return of our Sailing Regatta. Adam Threadgill, Account Strategy & Operations Manager for Sanofi, who have attended the last four Regattas, said the event is "a unique team building experience... there is always an excellent camaraderie amongst the teams which lasts beyond the event, and gives each person a chance to lead their colleagues." If you'd rather remain on dry land, the Golf Society heads to The Grove in July for 18 holes at one of England's finest courses.

This is the first of our weekly roundup of pharmaceutical and healthcare industry marketing news and updates. If you would like to suggest any news or links for inclusion contact us on Twitter or email Sarah

Have a lovely weekend!