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пятница, 29 декабря 2017 г.

Five 'Big Idea' Biotech Trends To Watch In 2017


Different types of stories cross my radar as a biotech journalist every day.
There are partnerships between established drugmakers that need new products and the little aspiring companies that need cash to develop their thing. Stories about clinical trial results that move markets. Regulatory actions that make or break companies and investors.
But for me, there’s something especially fun about talking with scientific entrepreneurs who raised their first big wad of investment cash. They’re latching onto some kernel of insight from a discovery. Or maybe they have a vision for stitching together a set of technologies. Either way, they are venturing into a great unknown to see if they can make a big step ahead in medicine. They often have insights that put them years ahead of the lumbering drug giants.
The odds are stacked against the creators. But even in failure, startups can sometimes offer clues on where medicine is heading. Sometimes outside groups will see what's wrong and fix it. And yes, sometimes the startups will succeed, going public or getting acquired.

Here were a few trends I observed from covering startups that will remain relevant in the year ahead.
New Ideas For The Treatment Of Alzheimer’s
Alzheimer’s disease is a demographic iceberg. As the baby boomers get older, the national healthcare bills for dealing with it are astronomical—with one analysis estimating Alzheimer’s will gobble up one-fourth of Medicare spending in 2040. The pharmaceutical industry has had no effective response yet. Billions of dollars have been invested in targeted antibody drugs that are supposed to help clear out the buildup of amyloid-beta protein plaques that are thought to gum up memory and cognition as we age. But we’re beginning to see some signs of support for alternative scientific approaches. Cambridge, Mass.-based Yumanity Therapeutics raised $45 million to create a new drug discovery engine for Alzheimer’s and other neurodegenerative diseases. South San Francisco-based Annexon Biosciences, a Stanford University spinout, raised $44 million to build on research that suggests you can fight Alzheimer’s by stopping the immune system from from removing synapses we need for neuronal functioning. And earlier this month, a bootstrap startup I wrote about in Timmerman Report, EIP Pharma, showed that an old anti-inflammatory drug improved cognition and memory in a small set of patients with mild Alzheimer’s. Given the urgent need, the enormous market, and the string of failures with anti-amyloid antibodies like Eli Lilly’s solanezumab, I suspect we’ll see pharma spread its eggs around into multiple baskets.
Scientists At The Movies
Much of drug discovery is based on static images of a molecular target. Chemists want to make compounds that can bind with the specific target. But many of these targets are fluid in real life, and their shape-shifting dynamics make them especially hard targets. What if instead of looking at a still photograph, you could watch a series of images, a “movie” to see how the protein targets folds in different configurations? Could you gather deeper insight into the particular toeholds that a drug could bind with? Two companies in the Boston area, Relay Therapeutics and Morphic Therapeutic, each raised more than $50 million in their Series A venture financings to see if they can better capture the fluidity of protein targets and use that knowledge to discover drugs. This is a big idea that big organizations are watching closely–Morphic is backed by Pfizer, GSK and AbbVie, while Relay Therapeutics was started by Third Rock Ventures and D.E. Shaw Research.
Solving the Problem, Not Just Pushing Drugs
One reason so many people hate the drug companies is not only because of the high prices. It’s because while they get rich off selling their products, many people aren’t getting their health problems solved. Smoking is one good example. A doctor can prescribe a smoking-cessation product like Pfizer’s varenicline tartrate (Chantix) or GlaxoSmithKline's bupropion hydrochloride (Zyban). Clinical trials will tell you that only goes so far for most smokers. While the big companies bring single-minded focus to pushing their products, researchers and health insurers know that an integrated combination of drug therapy and behavioral therapy is more effective at helping people kick the habit. One San Francisco Bay Area startup, Chrono Therapeutics, told me about a clever way of stitching together drugs, digital sensors and human coaching into an integrated approach. If they can put the puzzle pieces together, Chrono should do a better job of helping a person quit than just writing them a prescription, sending them home and hoping for the best.
Drugs For Us (and Our Bugs)
The science of the microbiome has taken biology by storm the past few years. This is thanks in large part to DNA sequencing tools that are yielding an increasingly vivid understanding of how we as humans coexist with the trillions of bacteria in our guts, and on our skin. When we get along well with the bugs, we’re usually what people would consider healthy. But when something goes off-kilter with a certain kind of bug or bugs, our immune systems can go haywire, attacking healthy tissue, causing autoimmune disease. Some research suggests gut bacterial composition affects our mood, opening up interesting new ideas for treatment of depression and other forms of central nervous system disorders and mental illnesses. Exactly how biotech and pharma companies can wrestle this science to the ground and figure out how make elegant drugs based on it, is very much an open question. Cambridge, Mass.-based Seres Therapeutics, a first-mover in the field, crashed this year with a microbiome-based treatment for C. difficileinfections. But money continued to flow toward a variety of microbiome-based drug discovery efforts that are quite different. A few examples I wrote about in FORBES are Vendanta BiosciencesSynlogic, and Second Genome. Timmerman Report subscribers may also see this recent story on Axial Biotherapeutics, a Caltech spinout that seeks to exploit “the gut-brain axis” for the treatment of autism and Parkinson’s.
Shifting Power Dynamics At The Nexus Of Academia And Industry
We as taxpayers invest in basic biomedical research, largely through the National Institutes of Health. When a discovery gets made, universities sometimes get a patent, and businesses sometimes license these inventions for further development. Traditionally, these raw discoveries need an enormous amount of investment and labor before they can be made into a practical product, like a pill in a bottle. Knowing this, businesses have often obtained intellectual property from universities as if it’s roughly on the 10-yard-line and needs a successfully sustained 90-yard drive from industry to reach the end zone with a marketable product. Businesses have usually paid peanuts to obtain these licenses. But as universities have gotten more skilled at some of the basic blocking and tackling that industry does well (things like basic manufacturing of biologic drugs, viral delivery vectors for gene therapy and more), the universities have been able to drive their assets further downfield. No surprise, that has allowed academics to drive a harder bargain with industry.

Harvard notably extracted a $20 million upfront payment from Merck in March for the right to develop a set of small molecule drugs for acute myeloid leukemia that fit this bill. Juno Therapeutics and Spark Therapeutics, prominent cancer immunotherapy and gene therapy players, respectively, had to pay through the nose to get ahold of foundational intellectual property for their companies (subscribers may read my previous coverage at Timmerman Report). The potential for conflicts of interest, and abuse of taxpayer resources, is always here in such deals. It’s also common to see oversimplified critiques of any and all academic-industry deals in the mass media. But I’d argue that universities have gotten more savvy at the tricky balance of technology transfer since the Bayh-Dole Act of 1980 encouraged them to quit letting inventions sit on the shelf. Academia will continue to strike more financially advantageous deals for themselves in the year ahead, and it will cause continued teeth-gnashing in industry and in the press.
Luke Timmerman is the founder of Timmerman Reportand the author of "Hood: Trailblazer of the Genomics Age."

четверг, 28 декабря 2017 г.

8 Most Innovative Startups of 2017

1. Zero Mass Water The Arizona-based startup says it can pull up to five liters of drinkable water a day from the air using a super absorbent material. The solar-powered system is in use in Jordan and Mexico and hit U.S. markets in late 2017.


2. Descartes Labs Spun out of Los Alamos National Lab, this startup analyzes satellite photos of Earth to make predictions. Its A.I. projects everything from mosquito breeding patterns in Africa to American corn yields--which it nailed within 1 percent last year. 



3. Lemonade The startup wants to upend the model for home insurance. A predetermined fraction of your premium goes to charity instead of to the company’s bottom line. A.I.-based underwriting and claims adjusting help keep policy costs low.


4. SkyCool Systems Spun out of Stanford, SkyCool invented a system that beams heat into space. When applied to a new building's air conditioning system, SkyCool says it can reduce costs by up to 70 percent. 


5. Lucid VR Lucid’s point-and-shoot camera knocks down the barriers to creating virtual reality content. There's no tripod or other equipment needed, and it runs $499, so just about anyone can create immersive 180-degree, 3-D movies.


6. Scoutible The startup wants to remake the hiring process--using a video game. With 20 minutes of game play, the company’s A.I. measures candidates on traits such as empathy and risk aversion, letting companies focus on those who are a fit.


7. Vicis The Seattle-based startup turned the football helmet inside out: The soft part is now on the outside. The Zero1 was rated the safest helmet by the NFL in April, and nearly 100 pro players have strapped it on this season.


8. Blue River Technology Thanks to computing "vision," this startup's farming machines can determine exactly where to spray herbicides. By focusing only on the plants that need them, the company says farmers can cut their fertilizer usage by up to 90 percent



вторник, 26 декабря 2017 г.

FierceBiotech’s top 10 stories of the year: Mergers, cuts and setbacks



We all love a top 10: It serves as a definitive "best of the best," and sometimes a look at the top of the chart can reflect the state of an industry.
Looking back at our most-read stories shows our readers certainly like a broad range of news and features: This year, for the first time I believe, a CRO story topped our charts. It's indicative of the kind of noise the contract research industry has been making over the past few years.
Our top story, by a clear margin, was the merger of INC Research and inVentiv Health, making the pair worth around $7.4 billion in May when the deal was announced. This came around a year after Quintiles and IMS Health came together in their massive $19 billion megamerger, and at a time when Big Pharma-biotech deals have been a little sparse, to say the least.
The second largest story is less surprising, as it’s all about cuts and reorgs, and it was Shire’s change up that saw readers come to the site in tens of thousands. The biopharma said it wasn’t expecting any major staffing cuts, but closure of some sites are in the cards. This all comes after some big buys for the company, and an attempt to bring closer together its R&D operations.
The third was something of a theme in 2017: R&D “consolidation”, or in this case, GlaxoSmithKline’s new chief Emma Walmsley looking to make a statement in research by wielding the ax to dozens of pipeline meds and putting its rare disease work in the crosshairs.
Then we come to our special features: FierceBiotech’s Fierce 15 2017, and the top pharma R&D budgets for last year. This year’s crop of Fierce 15 ranged across cancer, rare disease and neuroscience, with all vying to be big hitters in the race to be a next-gen biomedical company.
The top pharma R&D budgets, meanwhile, saw Roche and Novartis top the list of big spenders, with the average top 10 pharma seeing 17% of its total revenue going into R&D, with a combined $70 billion being spent across the top 10. Stay tuned for our top ten early next year, and we’re already on the look out for the next crop of early-stage biotechs for Fierce 15 2018.
Our sixth most read story of 2017 was AbbVie’s positive phase 3 psoriasis data on its potential blockbuster risankizumab, scoring a big win against its own major blockbuster Humira, as well as Johnson & Johnson’s Stelara. AbbVie is gunning for other inflammation indications as it looks to try and head off some of the losses it will rack up from Humira biosimilars, with revenue expected from 2019.
Number seven centered on President Donald Trump’s potential NIH director pick Dr. Patrick Soon-Shiong, CEO of I-O biotech NantKwest, who was rumored to have been the best paid CEO in the world. In the end, this didn’t happen of course. In fact, Soon-Shiong had a pretty bad year after a series of investigations from healthcare news site STAT alleged that he donated millions of dollars to philanthropic causes, which later circled back to his company. A promotional video for one its pipeline meds also drew ridicule on Twitter.
Meanwhile, STAT’s senior writer Adam Feuerstein, via the power of the poll, named Soon-Shiong the worst biopharma CEO of 2017.
In at number eight was an unusual story about biotech Acerta, bought up by AstraZeneca, which it turns out faked some early preclinical data for its drug acalabrutinib. AstraZeneca admitted the falsification in the fall, after a story from Retraction Watch, blaming a “former Acerta employee who acted alone.”
This got a lot of views, but did not upset the apple cart for AZ, as acalabrutinib was in fact approved by the FDA just a few weeks later as Calquence for certain blood cancers.
Number nine was related to the drawn-out saga of Elizabeth Holmes and her beleaguered Theranos. We ran many stories on this for FierceMedTech, but the most viewed was the fact that it turned out Holmes was $25 million in debt to her own company. This was found out by the Wall Street Journal, which has spent years investigating the company.
And finally, we have the tenth most viewed story of 2017: The FDA’s rejection of Amgen and UCB’s application for approval of osteoporosis candidate romosozumab, coming off of a safety scare, notably on potential cardiovascular adverse events.
Check out your top 10 below:
  1. INC Research and inVentiv Health merge in another major CRO deal
  2. Shire will cut U.S. locations and move HQ in consolidation push
  3. GlaxoSmithKline stops development of 30 pipeline prospects, mulls sale of rare disease unit as new CEO Walmsley makes her mark
  4. FierceBiotech's 2017 Fierce 15
  5. The top 10 pharma R&D budgets in 2016
  6. AbbVie’s risankizumab blows away aging rivals in phase 3
  7. Donald Trump considers NantKwest CEO for NIH chief
  8. AstraZeneca buy Acerta faked cancer drug data, company admits
  9. WSJ: In a twist, Holmes owes Theranos $25M
  10. Safety scare prompts FDA to reject Amgen’s romosozumab

воскресенье, 10 сентября 2017 г.

​​​Megatrends changing the world as we know it​​​

​Disruption affecting our lives and businesses is accelerating at an unprecedented rate. Today any movie we want to watch is just a few clicks away. We can buy a new pair of shoes, get takeaway, hire a cleaner, by simply using our smart phones and have it conveniently arrive at our door. Businesses like Spotify, Uber and Facebook are thriving while many well-known brands such as Blockbuster and Borders have disappeared. Here are the six global megatrends that will continue to change the world in 2017 and beyond.  


1. Countries growing and changing​
Geopolitical uncertainty will​ continue in 2017. We will see more dramatic changes increasing instability and fragm​entation, as we have seen last year with Brexit and the US presidential election. Currency fluctuations, differing regulatory environme​​nts and varying consumer views will provide challenges to businesses. More disruption and opportunities will be created from emerging economies in Asia, Latin America and Africa. Increasing middle class means higher spend on services, increasing competition and opportunities to create new markets. In dealing with this ever changing landscape, organisations need to manage risk through diversification, while becoming more nimble, and most importantly having a clear strategic focus.

2. Change in demographics
Population is growing at an unprecedented rate. In 2009 there were 7.4 billion people and by 2040 it is projected to be 9 billion. People will live longer and the ageing will outweigh the working population. By 2050 there will be only two working age people for every elderly person. There is an opportunity for businesses to encourage people over 50 to have greater participation in the workforce by developing digital skills and increasing workplace and retirement flexibility.​

3. New Technologies
As artificial intelligence accelerates, many industries will be at risk of automation. This will see future workforce focus on tasks requiring human strengths such as reasoning and emotional intelligence. Growth in the wearables market will continue and will be more entwined in everyday fashion. Conductive fabrics or sensor-clad smart garments will become more wide spread, while ingestibles will gather mass amounts of information on our health. 
Customer expectations will continue to increase with the acceleration of the Internet of Things (IoT). 50 billion devices are expected to be connected by the year 2020. The future is 'smart homes and cities' with near limitless network connectivity of everyday objects such as phones, appliances and cars. Organisations that are able to connect experiences through all touch points will continue to differentiate and engage consumers.

4. Customer experience and expectation​
Customer's expectations continue to increase. Experiences that surround a product or service are as important as the product itself. They expect these experiences to be personalised, consistent and available across all channels, both digital and analog, from anywhere at any time. A unified view is essential. Success depends on how well these channels are organized and connected to deliver a seamless experience.

Customers expect to be treated as individuals and have everything they need, when they need it. Their ability to self-service and customise the experience is crucial as they want to be more informed and in charge of how they engage. Not every customer wants to come to you for simple queries, and prefer to learn and help themselves. As a result businesses need to provide flawless support 24/7.


5. Big Data
'Big Data' will continue to play a key role in business' ability to deliver great customer experiences. The volume of data will grow even more with the increase in new technologies such as wearables, mobile devices and the IoT. However having big volumes of data isn't necessarily better. It's what businesses do with the data that's important. An opportunity exists for businesses to translate the data into actionable insights. One of the biggest expectations from customers will be receiving answers or an approval for an application straight away using real-time data collection and analysis. Businesses that are not quick to respond will lose new and existing customers to competitors.

6. New Business Models
Today new business models and disruption almost go hand in hand. In the last few years we have seen the rise of new models including:

Subscription and shareconomy based models which have created new forms of revenue generation. Think Netflix, Uber, Airbnb and HelloFresh.

The freemium model, which allows customers to have a basic service for free and then pay to upgrade, has allowed businesses to build a large customer base. We have seen this implemented successfully by Dropbox, LinkedIn and Spotify.

The democratisation of coding, crowdsourcing, peer-to-peer lending have enabled numerous start-ups with great ideas to take-off. More innovative and disruptive ventures are expected to develop, disrupting businesses globally. Businesses need to continuously be at the forefront by becoming disruption thought leaders.

At its core, the societal and technological shifts above are resulting in two things:
  1. A consumer revolution sparked by their connectivity to everything, anywhere and anytime. As a result of which customers demand constant, convenient and personalised experiences
  2. Tremendous changes in the ways businesses are conducted to stay ahead in the growing market competition
Regardless of your personal opinion these changes will and are changing the face and pace of business today. The question then remains is how your business can continue to increase their scale, offer security and stability, while being nimble and able to predict and respond to market opportunities.
Connecting the dots and being able to navigate change starts with awareness. Computershare has worked with many organisations on creating an appreciation of these macro trends and their implications, alongside solutions to ensure a relevant place for our clients now and in the future.​

GENERAL MANAGER DIGITAL & SOLUTIONS
Lisa McAndrew






суббота, 26 августа 2017 г.

Top 20 Drugs in the World 2017




The global prescription drug market is expected to grow by 6% from 2016 to 2022 to reach nearly USD 1.05 trillion by 2022. The top 20 drugs are manufactured by 14 companies and account for a total 10% of global prescription drug market in 2016. The total revenue generated by top 20 products was estimated to be USD 0.128 trillion. A large number of the drugs in the list are primarily for the treatment and management of cancer, diabetes, inflammatory disorders, and HIV or HCV infections. A report by Reuters predicts an average of 45 new drug launches each year henceforth, and suggests that the rising costs will be partially offset by a higher level of drugs going off patent, including the anticipated effect of biosimilars entering the market.



  1. Humira (Adalimumab): Indicated in the treatment of autoimmune diseases and moderate to severely active rheumatoid arthritis. It tops the prescription-drug list of 2016 with an annual growth of 15% accounting for USD 16 billion sales globally. Humira is manufactured by AbbVie Inc. (U.S.). The patent for this product expired in 2016 in the U.S. and will expire by 2018 in Europe creating competitive opportunities for biosimilars market.
  2. Harvoni (Ledipasvir/sofosbuvir): this product from Gilead Sciences is indicated in treating HCV/HIV infection. It is the second most prescribed drug in the market accounting for revenue of USD 9 billion. Wide patent range will aid the company’s overall growth which may be partially offset by the declining growth of -34% of this product from 2015-2016.  
  3. Enbrel (Etanercept): It is another drug indicated for autoimmune diseases including rheumatoid arthritis, psoriasis and other inflammatory conditions. It is co-marketed by Amgen Inc. in the U.S. and Pfizer Inc. in Europe. Pfizer also has a co-promotion agreement with Takeda Pharmaceutical Company Ltd. to market Enbrel in Japan. The product holds 3rd position in the prescription drug list.
  4. Rituxan (Rituximab, MabThera): Biogen and Roche co-markets the product indicated in the treatment of cancer. The patent for this product expired in 2015 which may result in significant decrease in sales. The product currently holds 4th position in the prescription drug market due to high revenues and growth of nearly 3%.
  5. Remicade (Infliximab): indicated for autoimmune diseases and produced by J&J and Merck, Remicade sales decline by 11% in 2016 compared to 2015 sales. In February 2015, the Company lost market exclusivity for Remicade in major European markets and no longer has market exclusivity in any of its marketing territories. The Company is experiencing pricing and volume declines in these markets as a result of biosimilars competition and expects the declines to continue.
  6. Revlimid (Lenalidomide): This is produced by Celgene and the revenues have increased by over 20%, from 2015. The product is indicated for the treatment of multiple myloma and will go off patented in 2027, which makes it an extremely important product in the company’s portfolio. The product holds 6th position in the prescription drug market.
  7. Avastin (Bevacizumab): manufactured by Roche Avastin is used for advanced colorectal, breast, lung, kidney, cervical and ovarian cancer, and relapsed glioblastoma. Sales continued to grow strongly in the International region (+18%), especially China, following the approval of the lung cancer indication.
  8. Herceptin (Trastuzumab): Another product manufactured by Roche, used for treating cancer mainly breast and gastric. Herceptin sales were up 4%, helped by additional reimbursement approvals in China and continued growth in the US due to longer duration of treatment in combination with Perjeta.
  9. Januvia/Janumet (Sitagliptin): This product is used for the treatment of type 2 diabetes. Merck manufactures the product and the worldwide sales were estimated to be USD 6.1 billion in 2016, an increase of 2% compared with 2015. Sales growth was driven primarily by higher volumes in the United States, Europe and Canada, partially offset by pricing pressures in the United States and Europe, and lower sales in Venezuela due to the Company’s reduced operations in that country.
  10. Lantus (Insulin glargine): A long-acting human insulin analog produced by Sanofi. The revenues from Lantus stood at USD 6.05 billion in 2016, a decline of 11% from the previous year. The U.S. patent for the product expired in August 2014. It was once one of the top-selling diabetes product in the world.
  11. Prevnar 13/ Prevener (Pneumococcal 13-valent Conjugate Vaccine): the decline in Prevnar 13/Prevenar 13 revenues, primarily driven by an expected decline in revenues for the adult indication in the U.S. due to a high initial capture rate of the eligible population following its successful fourth-quarter 2014 launch, which resulted in a smaller remaining opportunity window compared to the prior-year, as well as the unfavorable impact of the timing of government purchases for the pediatric indication (down approximately USD 450 million).
  12. Xarelto (Rivaroxaban): This anti-coagulant from Bayer and J&J has the highest growth rate within the top-20 prescription drug list of around 27%. It aids in the reduction of the risk of stroke and systemic embolism in patients with nonvalvular atrial fibrillation; deep vein thrombosis (DVT) and pulmonary embolism (PE), and reduction in the risk of recurrence of DVT and of PE.
  13. Eylea (Aflibercept): It is produced by Regeneron Pharmaceuticals and Bayer. It was approved by the U.S. Food and Drug Administration (FDA) for use in retinal indications, delivered U.S. net sales growth of 24.2% over 2015, and continues to be the market-leading branded anti-VEGF therapy in the United States. The global growth rate was estimated by 27% from 2015-16.
  14. Lyrica (Pregabalin): It is an anti-epileptic from Pfizer Inc. The product grew by 3% from 2015-2016 reaching USD 5 billion. The patent for Lyrica is set to expire in 2018, which will very likely ensure high sales figures for the product till the end of that period. It is mostly indicated in neuropathic pain associated with diabetic peripheral neuropathy; postherpetic neuralgia; fibromyalgia; and pain associated with spinal cord injury.
  15. Neulasta/ Peglasta and Neupogen / Gran (Pegfilgrastim and Filgrastim): Neulasta is a recombinant human granulocyte-colony stimulating factor (G-CSF) from Amgen and Kyowa Hakko Kirin. It is used to decrease the incidence of infection during cancer treatment. The U.S. patent for the product expired in June 2015. The revenues of the product stood at USD 4.7 billion in 2016, reduced by 1% from the previous year.
  16. Advair /Seretide (Fluticasone and Salmeterol): Advair is indicated for asthma and maintenance treatment of COPD. The product’s revenues stood at USD 4.3 billion in 2016. The sales of the product declined by 5% between 2015 and 2016 and 13% between 2014 and 2015. The sales are expected to decline further after the U.S. patent expiry in 2016.
  17. Copaxone (Glatiramer acetate): It is a subcutaneous injection formulation for the treatment of multiple sclerosis. The product’s patent expired in 2014. Copaxone accounted for USD 4.2 billion (including $3.5 billion in the U.S.), or 19% of Teva Pharmaceuticals revenues in 2016, and contributed a significantly higher percentage to profits and cash flow from operations during the period.
  18. Sovaldi (Sofosbuvir): It is an oral formulation, dosed once a day for the treatment of HCV as a component of a combination antiviral treatment. Sovaldi sales accounted for 14%, 17% and 45% of our total antiviral product sales for 2016, 2015 and 2014, respectively. In 2016, product sales were USD 1.9 billion in the United States, USD 891 million in Europe, USD 635 million in Japan and USD 580 million in other international locations.
  19. Tecfidera (Dimethyl fumarate): Manufactured by Biogen, this drug is used for treating multiple sclerosis. The product shows growth of 9% over the previous year, primarily due to price increases and higher sales volume in U.S. and expansion of the product launch in emerging markets across the globe.
  20. Opdivo (Nivolumab): It represents the major part of Bristol-Myers Squibb’s immune-oncology portfolio, accounting for USD 3.8 billion out of USD 5 billion of the segmental revenues. It is a fully human monoclonal antibody that has been approved and continues to be investigated as an anti-cancer treatment. U.S. and international revenues increased in both periods due to higher demand resulting from the rapid commercial acceptance for several indications including melanoma, head and neck, lung, kidney and blood cancer.

среда, 19 июля 2017 г.

Artificial Intelligence and Content Marketing in 2017


7 AI Implications for Your Marketing Strategy





Some futurists believe as artificial intelligence (AI) becomes smarter, it will lead to a technological singularity: humans and machines melding into one digital, biological entity. Such an explosion of intelligence would lead to an entirely new way of life.
This prediction isn’t fantastical. Computer scientists forecast that by 2029 AI could be at about the level of intelligence of adult humans. In October 2016 the US National Science and Technology Council released their first ever document on preparing for the future of artificial intelligence. This document outlines the potential impact AI could have on the world economically, including an increase in the wage gap—and significant job reduction.
A quick Google search for “Content Marketing and Artificial Intelligence” reveals how big a concern this is. Top results include: Will Artificial Intelligence Kill Content Marketing?, Will Artificial Intelligence (AI) Take Over Content Marketing? and Is Artificial Intelligence Taking Over Content Marketing?
For now, AI isn’t causing a robot apocalypse, or even taking marketing jobs, although a study at Karlstads University determined that people are not able to tell the difference between content written by journalists and those generated by software. AI does however, hold significance as a content marketing trend for 2017.
As digital behemoths acquire AI companies and start bringing the technology to a wider audience, AI is changing the course of the content marketing industry. Among other things, AI is starting to eliminate the need for manual messaging and segmentation, is optimizing the personalization and automation features of content strategy, and driving predictive lead scoring and data analysis at the click of a mouse.
This article details seven ways AI is impacting content marketing, and how you can adapt for 2017 and beyond.

1. Content Creation

Journalist robots are already creating millions of pieces of basic sports content for the Associated Press, as well as Samsung, Comcast, and Yahoo. This technology can create content at a rate of 2,000 pieces per second, and as it improves, robots will become capable of creating more complicated content. Right now however, there are limited programs available for the average content marketer, but what is available saves time on simpler writing tasks so you can devote more time to more meaningful projects. Some examples include WorldAIAutomated Insight’s Wordsmith, and Narrative Science.

2. Empathy and Personalization at Scale

According to Forrester, 40 percent of loyalty marketers struggle with personalization. Marketing automation software company Emarsys is addressing this challenge, announcing a new artificial intelligence-driven platform (Emarsys AIM) in November 2016 that aims to let marketers focus on one-to-one engagement and personalizationwith their customers at scale. Using over two billion Emarsys unified customer profiles, and enabled by AI that automates the timing, content, and communication channel, AIM removes the burden of operational and execution tasks, allowing marketers to focus more on strategy and content. This technology is already pointing marketers to start thinking of content in terms of how it can be personalized by AI software.
One example is WayBlazer, a cognitive travel platform using IBM Watson’s AI to personalize images, recommendations, and travel insights based on customer data. It illustrates how AI can make content intelligent for your audience, allowing you to focus on quality and more personalized messaging.

3. Easing the Transition From Email to Messaging

With the increasing popularity of messaging apps for the office such as Slack, Yammer, and HipChat, combined with messenger platforms such as Facebook Messenger and WhatsApp, chat might be killing email.
There’s obvious appeal in receiving an immediate, custom answer from a company without dealing with the frustration and wasted time of waiting on the phone for a customer service representative. AI not only allows companies to create steadily better chat experiences at scale, but could allow for automated improvements to the product and business model at hand. Beer company IntelligentX Brewing is employing this tactic with AI that changes the recipe of its beer based on customer feedback given through a bot on Facebook.
Just as email, Twitter, and other mediums have impacted content creation, messaging is too. In the case of instant messaging marketing, company to customer messaging results in a quicker, more personalized content strategy, with a higher percentage of reach, and higher engagement and conversion rates.

4. Recommended Content

The Netflix Tech Blog says 75% of what people watch on Netflix is from an algorithm-generated recommendation. Facebook and Twitter are both investing in AI to help match users to relevant content.
Non-tech brands are starting to implement similar strategies for recommended content. According to artificial intelligence & machine learning think tank AI Business, activewear brand Under Armour is working with IBM Watson to combine “... user data from its record app with third-party data and research on fitness, nutrition etc. The result is the ability for the brand to offer up relevant training and lifecycle advice based on aggregated wisdom.”
Companies looking to create their own recommendation engine should investigate machine learning software such as Seldon, or software with a prepackaged recommendation engine such as ApptusClerk, or RichRelevance.  

5. Image Analysis

Facebook, Amazon, and Apple have all acquired image recognition AI software of some kind recently (Faciometrics, Orbeus, and Emotient respectively). Audience reaction measurement could open an entirely new way of thinking about how content success is measured and how marketers should engage their audience to interact with content. For example, this technology could enable you to measure the success of your next piece by basing it on how many people laughed or smiled while reading it.

6. Strategy and Data Analysis

IBM’s Deep Blue, a computer designed to beat chess master Garry Kasparov, lost when they battled in 1996. It beat him in the rematch in 1997. Since then, AI has become a commonplace tool to analyze data and inform strategy. Airbnb uses AI to determine how much a host should charge for a stay at their house based on the time of year, location, proximity to holidays and amount other lodging is charging in that area.
Adobe Sensei, launched in November 2016, is an example of how this concept can scale and influence marketing strategy. According to the Adobe website, Adobe Sensei:
... harnesses trillions of content and data assets—from high-resolution images to customer clicks—all within a unified AI and machine learning framework. From image matching across millions of assets, to understanding the meaning and sentiment of documents, to finely targeting important audience segments, Adobe Sensei does it all. Adobe Sensei crunches numbers and notifies you when it finds something interesting. Like a new look-alike audience that you should approach. Or a specific message that will resonate with a customer. And it also offers predictive modeling, so you can anticipate market changes and make better decisions."
Software such as Adobe Sensei has enormous potential to enable you to hone in on strategy and trends that are right for your organization.

7. Customer Success Improvements

Salesforce’s AI machine, Einstein, is geared toward improving customer success. The platform uses “advanced machine learning, deep learning, predictive analytics, natural language processing and smart data discovery” to optimize for each customer and their interactions with a company’s CRM. The aim is to give content marketers a better understanding of how your content impacts existing customers, and what you can due to pivot your strategy to support customer success.
As AI advances, it is enabling the rapid development of content intelligence to drive content marketing. (Read all about this new wave of content marketing technology here.) Content intelligence technology will move content strategy further away from foggy guesses and closer to exact prognosis, forecasting precisely what to create, and preemptively giving you the analytics you need, right down to predicting the revenue generated by a particular blog post. As computational creativity advances, maybe someone won’t need to predict the future of AI in a few years—AI could already have it covered.