Despite entering another national lockdown, we begin this year with a great deal more hope for a return to ‘normality’ than with which we finished 2020. Following an unprecedented global, collaborative push for a COVID-19 vaccine, we now have three approved for use in the UK and the country’s largest vaccination programme in its history is rapidly underway. However, the devastating daily death tolls (which were still reaching new heights as PharmaTimes was going to press) and emergence of new variations of the virus serve as a stark reminder that the fight is far from over, and that the true impact of the pandemic is yet to be revealed.

In this issue, Oli Hudson outlines (p16) what we know so far about the impact of the pandemic on prescribing patterns. Pharma companies need to be sensitive to any changes to care pathways as a result of COVID-19 that might be leaving patients with suboptimal treatment plans, he notes. Over on page 20, Dr Andrew Rut considers what pharma companies can do to help drive COVID-19 vaccination, including creating a complete picture of safety as soon as possible, which will be no mean feat given the expected deluge of pharma call centre vaccination inquiries and reports.

Our cover feature (p24) looks at the new era of medical communications which is forging ever closer links between pharma, patients and healthcare, and we talk to two communicators in the field about their roles and experiences (p27). Speaking of new eras, Paul McGrade highlights (p18) what the pharma industry should be focusing on now given that a trade deal has been agreed between the UK and the EU.
  
Last but not least, huge congratulations to the finalists and winners of the PharmaTimes Marketer, Communications and Sales Awards 2020 – more on that on page 32.

I hope you enjoy the issue!

Selina McKee
editor

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EDITORIAL
Selina McKee / editor
selina.mckee@pharmatimes.com
Karl Equi / executive director
karl.equi@pharmatimes.com   

SALES & MARKETING
Anna Yeardley / business manager
anna.yeardley@pharmatimes.com

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