(Adnkronos) - In questo numero:
AstraZeneca e Daiichi Sankyo presentano "In Seno al Futuro", la campagna dedicata al tumore al seno metastatico
Forum Incyte: capitale umano ed economico, leve per colmare il divario di innovazione e valorizzare la ricerca
45mila italiani l'anno con disturbi post-ictus, 57% non sa cosa sia la spasticità, l’indagine
Ricerca Assosalute, 'italiani soddisfatti di farmacie e medici di famiglia'
A Milano l’evento di Jakala dedicato alla customer experience nel pharma retail
Lotta al fumo: i medici sono la prima linea
Prevenzione del tumore al seno: screening per oltre 1.400 poliziotte, anche giovanissime
Consegnato a Penny Italia il premio “Credere nella Ricerca” da parte di Fondazione Airc
Si amplia a Trento la Campagna vaccinale gratuita anti Hpv, quasi 100.000 le persone coinvolte nei prossimi 3 - 4 anni
AstraZeneca e Daiichi Sankyo presentano "In Seno al Futuro", la campagna dedicata al tumore al seno metastatico
Forum Incyte: capitale umano ed economico, leve per colmare il divario di innovazione e valorizzare la ricerca
45mila italiani l'anno con disturbi post-ictus, 57% non sa cosa sia la spasticità, l’indagine
Ricerca Assosalute, 'italiani soddisfatti di farmacie e medici di famiglia'
A Milano l’evento di Jakala dedicato alla customer experience nel pharma retail
Lotta al fumo: i medici sono la prima linea
Prevenzione del tumore al seno: screening per oltre 1.400 poliziotte, anche giovanissime
Consegnato a Penny Italia il premio “Credere nella Ricerca” da parte di Fondazione Airc
Si amplia a Trento la Campagna vaccinale gratuita anti Hpv, quasi 100.000 le persone coinvolte nei prossimi 3 - 4 anni
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NewsTranscript
00:00In this issue, AstraZeneca and Daiichi Sankyo present in Seno al Futuro the campaign dedicated to the metastatic breast tumor.
00:20Forum Insight, human and economic capital, aims to fill the gap of innovation and enhance research.
00:2745,000 Italians have it with post-ictus disorders, 57% do not know what spasticity is, the investigation.
00:35Research in good health, Italians satisfied with pharmacies and family doctors.
00:40And again, in Milan the event of Giacala, dedicated to the customer experience in the pharma retail.
00:48Fight the smoke, doctors are the front line.
00:51Prevention of breast cancer, screening for more than 1,400 policewomen, even very young.
00:58Delivered to Penn Italia the award Believe in Research, by the AIRC Foundation.
01:04The free anti-HPV vaccine campaign is expanding in Trento, almost 100,000 people involved in the next 3-4 years.
01:14It consists of 5 videos, which tell the stages of the path of diagnosis and care of patients with metastatic breast tumor,
01:25the campaign of awareness in Seno al Futuro, promoted by AstraZeneca and Daiichi Sankyo.
01:31The initiative involves the collaboration of the associations Europa Donna Italia and Andosonlus Nazionale and the Italian Society of Psycho-Oncology,
01:39in addition to the sponsorship of Fondazione Incontra Donna and Salute Donna ODV.
01:44The campaign, presented in Milan, aims to respond to the unsatisfied needs of patients with metastatic breast tumor,
01:51oncological pathology that concerns 37,000 women alone in Italy, and to support them in the understanding of the therapeutic path.
01:58Science is a collective challenge, where collaboration is fundamental, the team play is fundamental,
02:05where we must put experience, competence and human capital together.
02:13In addition, I think that the actors present at today's table share a great sense of responsibility
02:21to try to challenge the status quo of the path of therapeutic diagnosis of people with metastatic breast tumor in Italy.
02:31And so, where each of us can really contribute to change things.
02:37Among the unsatisfied needs, there is also that of psychological support,
02:41for which associations have been fighting for a long time, but which still struggles to reach an adequate diffusion.
02:47International guidelines say that in breast tumors there must be a figure of a dedicated psychologist.
02:55In reality, going to see what happens in hospitals is not the case,
03:01because almost all patients ask for it, 94-95%,
03:07in reality only one in four manages to have a piece, I say, not for the whole journey,
03:15because the ideal would be from the moment of the announcement until the completion of the treatment.
03:21This is not happening yet, so we are fighting for things to get better.
03:26The narrator of the five videos is that of Pina, radio DJ speaker.
03:32Talking about things makes them real, and by making them real they are visible and therefore helpful.
03:40Many things in the world of the feminine are taboo, who knows why.
03:45So if you talk about it little, you talk about it badly.
03:48So when you have the opportunity to talk about it, it makes me happy to be there.
03:56The importance of an integrated strategy that aims to attract capital and investments,
04:01but also to train and enhance scientific talents,
04:05is what emerged during the second edition of the Insight Forum on research held in Rome,
04:10an opportunity to compare institutions, universities and the third sector.
04:14The event, organized by the biopharmaceutical company Insight Italia,
04:18highlighted how human and economic capital are strategic levers to enhance research in Italy.
04:24We can attract and maintain talents if we create an attractive ecosystem for innovation.
04:31So it's not just about creating a more welcoming and rewarding environment for innovation,
04:39but also to enhance talent, because there is no innovation without research,
04:44and therefore research is a generation of innovation.
04:50The report on European competitiveness curated by Draghi highlighted a growing gap
04:55in terms of innovation between the European Union and other regions of the world,
05:00emphasizing the importance of research to fill this gap.
05:04In this context, the Life Science department, with the pharmaceutical and biotech sectors at the forefront,
05:09emerges as a strategic actor.
05:11Just think that only in 2023 in Italy the sector has invested 2 billion euros,
05:16with a growth of 21% compared to the other 5 years.
05:20Only in 2024 we have enrolled more than 120 patients in clinical experiments in Italy.
05:26The main challenges for the future remain those of today,
05:30continuing to finance the extraordinary wave of innovation
05:33that is crossing the biopharmaceutical industry,
05:36and developing new approaches and collaborations to improve the lives of patients.
05:41The challenge is not limited to investments, but also to the ability to value human capital,
05:46offering adequate training and tools to translate the results of research into concrete value for society.
05:52It is expected that between 2025 and 2030 pharmaceutical companies will invest about 2 billion euros,
05:5980% of which will be dedicated to research networks.
06:03This represents a great opportunity for Italy,
06:06but it is necessary to develop an integrated strategy to best exploit these resources.
06:10We are facing a transitional challenge, many transitional challenges,
06:15and the only tool we have to try to manage this process
06:19is precisely to add and have skills.
06:23Skills that are very much in demand from the market,
06:26but that very often do not meet, do not cross the famous mismatch between demand and supply.
06:33And so we set up this week, which is the first national week of Materiestem,
06:38precisely to carry out promulgation activities.
06:41The forum highlighted a series of challenges,
06:43but also many opportunities for the future of research in Italy.
06:46There are about 120,000 people affected by ictus every year in Italy
06:50and of these, about 45,000 develop neurological disorders such as spasticity,
06:55an invalidating condition that causes difficulty in movements with muscle contractions
07:00that make even simple daily gestures difficult and painful.
07:04Spasticity occurs in about 19% of cases every three months
07:08and up to 38% every year.
07:11Spasticity occurs in about 19% of cases every three months
07:15and up to 38% every year.
07:18Yet today, only 18% of people who overcome the acute phase
07:23receive a diagnosis of spasticity and only 5,000 benefit from the correct treatment.
07:29More than half of the patients interviewed, equal to 57%,
07:33have not been preventively informed of the possibility
07:37that, after ictus, spasticity arises.
07:40It is read in the report and only a quarter declare themselves well informed about this condition
07:45that compromises the performance of even simple daily activities
07:49with a negative impact on the quality of life of patients and their families.
07:53Information and tempestuousness of intervention, therefore,
07:56are the main needs emerged from the investigation conducted by Elm Research,
08:00a market research institute specialized in the health sector
08:04and promoted by Ipsen, a biopharmaceutical company
08:07committed for more than 30 years in neurosciences.
08:10The research was carried out thanks to the participation of a champion of 60 people
08:15with spasticity after ictus
08:17and presented through a video testimony on the occasion of the world ictus day.
08:22Ipsen has always been committed in the field of neurosciences,
08:26in addition to oncology and rare diseases,
08:28but in neurosciences in particular,
08:30we are working hard in a field of response to the needs of patients
08:35and in particular in the post-ictus phases
08:38thanks to our research and development and the investments we are making
08:42precisely to develop new and important therapeutic solutions
08:47in order to improve the quality of life of people
08:50who encounter ictus in their life and develop spasticity later.
08:57In addition to this, it is very important for us to continue to work in partnership
09:02with associations of patients, with scientific societies and with institutions
09:07in order to guarantee a path that is the most suitable and appropriate,
09:11also multidisciplinary, in order to be able to allow all patients
09:16to continue their lives as a normal life and with another degree of quality.
09:22An important element then for Ipsen
09:24is also the listening of people who live in everyday life,
09:27the spasticity post-ictus and those who take care of them,
09:31as in the case of the members of the Alice Italia ODV federation,
09:35of which Andrea Vigniello is president.
09:37The management of the ictus in the right times,
09:40which are those precious to save neurons in our brain,
09:45therefore in the right units, then the whole course of rehabilitation,
09:51then there is a problem to go home,
09:53having finished this path of rehabilitation, with the right information.
09:56For example, this crucial theme of spasticity is one of those information
10:02that, since it is an effect that can occur even weeks, even months after ictus,
10:09often patients, even those who turn to our association,
10:15were not ready to understand that these spasms,
10:19that these particularly invalidating contractures must be managed.
10:26And how can this so invalidating problem be treated today?
10:30The management of spasticity involves the intervention of a real multidisciplinary team.
10:36Certainly, there are many approaches available, both pharmacological and neurorehabilitative.
10:45Both of these approaches must be started early,
10:49tempestually recognizing patients who go against an increase in muscle tone,
10:56in other words, to the emergence of spasticity.
10:59The medical intervention must be tempestuous
11:03and can consist of specific pharmacological therapies.
11:07In particular, among the medical therapies, it is very important to remember botulinum toxin.
11:13Local infiltrations of botulinum toxin are an effective and safe treatment of spasticity,
11:19because through these treatments we are able to controllably weaken the muscles
11:26that present this abnormal activity, which is the basis of spasticity,
11:31allowing the residual strength of the patient to perform those possible movements,
11:37if possible, and no longer hindered by this resistance that spasticity offers to movements.
11:50Almost 90% of Italians believe it is essential to promote greater awareness of health
11:56to avoid waste and improper access to the public health system.
12:00This is evidenced by a research by Assosalute in collaboration with SVG.
12:0570% of the interviewees recognize the red line of drug companies,
12:10and 2 out of 3 Italians know that these drugs do not require prescription.
12:15The study also shows a high satisfaction towards pharmacies and family doctors,
12:20seen as reference points for everyday health.
12:23The results, presented in Rome at the round table
12:27the transformation into an act of the national health system,
12:30the commitment of the sector of self-medication for territorial health,
12:34confirm, according to Michele Albero, president of FederChimica Assosalute,
12:38the importance of bank drugs.
12:40Also from the results of the investigation conducted by SVG on the culture
12:47and on the dissemination of self-medication drugs,
12:50they highlight how the role of these drugs is fundamental for the health of the citizen.
12:56Self-medication drugs can help to cure all small pathologies,
13:02small disorders, and in this sense they can also guarantee
13:05a greater sustainability of the national health system.
13:08At the event, representatives of health institutions,
13:12category associations and politicians of majority and opposition participated,
13:17agreeing on the need to invest in territorial medicine and self-medication,
13:22recognizing even more the crucial role of pharmacists
13:25so as to lighten the national health system.
13:28We have to go and review, also in light of the data that have emerged today from this research,
13:34the role of pharmacists, who already know all the citizens,
13:38the self-medication drugs, therefore the bank drugs.
13:41It is important to go and educate on the use of these drugs
13:45and therefore make even more awareness and communication on the same use.
13:50But you can also enhance the role of pharmacists on the territory,
13:55directly allowing them to carry out those simple analyses
14:00that can be carried out within the pharmacies themselves.
14:03The pharmacies that are present throughout the national territory,
14:07also in the most peripheral areas, in the mountainous areas, in the outskirts of the cities,
14:11are the reference point on which we must focus.
14:14The pharmacist, with his knowledge, his familiarity with people,
14:19is the person who, more than others, can induce, educate, to use self-medication.
14:25What does politics have to do?
14:27It must be aware of this added value of putting in the system,
14:30which clearly does not replace the service in its entirety,
14:34in the maximum specializations, in hospitals, in polyambulatories, in specialization,
14:38but simply accompanies and brings it closer.
14:41It must invest in pharmacies, seeing them more and more as territorial health care,
14:47it must invest in the communication and training of citizens
14:50and also intervene on the market to make sure that all drugs,
14:55without the need for medical prescription, can be made available,
15:00can be known and used by all citizens.
15:10From a strategic lever to a competitive advantage,
15:12the customer experience becomes more and more a distinctive factor
15:15in a market characterized by rapid changes and growing competitiveness.
15:20Also in the world of pharma and consumer health,
15:22the customer experience is now a central element in business decisions.
15:27We talked about it during the event
15:29The Customer Experience in the Pharma Retail World,
15:32organized by Giacala, European leader in data transformation
15:36and reference partner for the innovation of pharma and life sciences companies.
15:41At the center of the debate, the use of data and digital technologies
15:45to optimize interactions with doctors, pharmacists, patients and consumers
15:49with the aim of creating more engaging and tailored experiences for each target.
15:54The Customer Experience and more generally the Customer Engagement theme
15:58is certainly in this central phase for pharmaceutical companies.
16:04Let us remember that the concept of customer in the pharmaceutical world
16:08is a complex concept because pharmaceutical companies
16:12interact with a plurality of stakeholders, doctors, patients, pharmacists, institutions
16:19that clearly have very different needs and languages.
16:25The second element to consider is that we are in a highly regulated industry
16:29and therefore the contents, especially in the medical and scientific field,
16:33must clearly follow the rules of regulation and compliance.
16:38Companies in general, even in Italy, are undergoing a transformation
16:43that is evolving them compared to a traditional model of communication with their stakeholders
16:50that was very product-centric, very focused on brands,
16:55also because the brand obviously typically has a range of clinical or medical-scientific innovation
17:02and they are adopting models that are more focused on their customers.
17:08This obviously implies an important challenge from the point of view of change management
17:15and also of adaptability.
17:17In doing this, companies obviously have to equip themselves with all the necessary tools,
17:22so on the one hand data and analytics, but also the right technologies
17:27to implement these models and also the right marketing capabilities.
17:33Innovation and personalization are the keys to the future of customer engagement.
17:38In general, a model that aims to have an effective customer engagement
17:44must generate value through the value of the content,
17:49and therefore obviously in the specifics of pharmaceutical companies
17:53a relevant part is also medical-scientific innovation,
17:56but also the personalization of the content.
17:59This is where the need arises for companies to have data and insights
18:04that allow them to understand preferences and behaviors of their stakeholders
18:10in order to then be able to create a personalized communication and engagement.
18:16The phenomenon of tobacco, the methods to combat it,
18:24the alternatives to the classic combustion products,
18:27the centrality of the relationship between doctor and patient in reducing health risks.
18:32These are the main issues addressed during the convention
18:36Habitual Smoking, the discussion led by the experts
18:39held in Rome in the context of Roma Cuore 2024.
18:43Tobacco is something that requires even more empathy in the medical-patient relationship
18:50and unfortunately it has been seen that one or two minutes are insufficient times,
18:56as well as an extemporaneous question of how many cigarettes have been smoked for how long,
19:02without then developing a project for its cessation.
19:07That of this year was the 21st edition of one of the most anticipated events
19:11by the Roman medical community
19:13and also represented the opportunity to compare with the approach adopted in other countries
19:17and by international health authorities.
19:20Among the central themes is the exposure to nicotine,
19:23however, also supplied by non-combustible devices.
19:26A great discourse is always nicotine,
19:29since these products contain nicotine,
19:32but nicotine does not seem to be the main cause of the atherosclerosis linked to smoking.
19:41What is the cause?
19:44Some of the almost 2,000 substances that are emitted when we light a cigarette,
19:51nicotine spasms the blood vessels, it is harmful,
19:56but it is not the main cause of the damage caused by smoking.
20:01In the future, therefore, national health policies will be central,
20:05perhaps inspired by the Greek example, regarding the information to the consumer,
20:09which has corrective, if not dissuasive, reforms.
20:12Greece has already issued a decree that says that these products have less emission of harmful substances,
20:20other countries that have not really continued on any road,
20:25and yet this thing depends only on the consumer.
20:29But the management and habit of smoking, to be classified and monitored,
20:33as is done with other risk factors, remains an open issue,
20:36in which the role of territorial medicine and basic doctors is strategically confirmed.
20:45600 between medical visits and meetings,
20:47more than 500 hours of commitment of medical staff,
20:50more than 1,400 women involved.
20:53These are the figures of Care for Caring,
20:55ambassadors of prevention, a screening project
20:58dedicated to women in force at the State Police,
21:01whose results have been presented in Rome at the Ministry of Health.
21:05Initiatives like these focus on the importance of prevention,
21:11they focus on the importance of having to carry out
21:17cadenced and annual diagnostic tests,
21:21depending on the age you are,
21:25and above all, to strengthen the theme of prevention in general.
21:29The importance of prevention is that of care,
21:32but also of the sustainability of our system.
21:34The study was born on the institutional initiative of the Honorable Simona Loizzo,
21:38President of the Parliamentary Intergroup on the New Therapeutic Frontiers in Mammal Tumors,
21:43and was promoted by the State Police.
21:46She also received the sponsorship of the Italian Association of Medical Oncology
21:50and of the Emilia-Romagna Region.
21:52This initiative was conducted with the participation of the attendants
21:57of the training courses of the State Police.
21:59The State Police cares a lot about prevention,
22:03and therefore also about the right information.
22:06We have found it important to expand this type of initiative
22:12also to the younger classes in order to train them
22:15for what will be the next course of prevention.
22:19The audience to which mammograms are addressed
22:22is divided into two age groups,
22:24with annual tests for people between 45 and 49 years of age
22:28and bi-annual tests for people between 50 and 74 years of age.
22:32The novelty of the Care for Caring Ambassadors of Prevention
22:35was to subject women between 20 and 44 years of age to free exams.
22:40The response of those interested was positive.
22:42This project, which has interested the female population
22:45of the regions that I coordinate, namely Lombardy, Emilia-Romagna,
22:48has had some unexpected results.
22:51In the two schools that were interested,
22:54the Piacenza school and the Brescia school,
22:56in the female population we had an adhesion of over 75%,
23:0077% in Piacenza and 88% in Brescia.
23:03All the female staff therefore practically adhered in an important way,
23:08and the thing I would like to emphasize is that the interest
23:11that it has aroused also in the male staff.
23:13The project was conceived and coordinated by Ladies First
23:17and carried out in collaboration with Fondazione Cagranda,
23:20Ospedale Maggiore Policlinico di Milano,
23:22Azienda Ospedaliera Universitaria di Bologna Sant'Orso da Malpighi,
23:26Spedali Civili di Brescia and AUSL di Piacenza.
23:34Moments of commotion in the dressing room of the Quirinale
23:37during the celebration of the Research Days
23:40promoted by the AIRC Foundation for Cancer Research.
23:43To deliver in the hands of the CEO of Penn Italia,
23:46Nicola Pierdomenico, the award
23:48«Believe in Research» was the same President of the Republic,
23:52Sergio Mattarella, recognizing to the company
23:54the commitment to support the mission of AIRC
23:57through concrete actions that make accessible to the general public
24:00the theme of food and oncological prevention.
24:03Continuous innovation, the innovation of Penn
24:07that today has been awarded with this important recognition
24:10by the President of the Republic,
24:12is a fundamental factor for success
24:15and therefore we will carry on even more this search
24:18to find everything that can be proposed on the market again,
24:23especially for the categories of customers
24:28or those groups of customers that may require
24:31more attention, more care.
24:33Just a year ago, the announcement by Penn Italia
24:36of the launch of 12 brand references,
24:39created in collaboration with the experts in nutrition of AIRC
24:42and inspired by the principles of a healthy diet.
24:45Among these, the reduction of salt and sugar,
24:47the increase of fiber intake,
24:49the simplicity of the recipes,
24:51to contribute to build a varied and balanced diet.
24:55To receive the award «Believe in Research»,
24:57in addition to Penn Italia, also Gigi Buffon,
25:00to have been able to involve, on a personal level,
25:02as head of the National Football Delegation,
25:05the young generations in the initiatives
25:07of the AIRC Foundation.
25:10On the awards bench, also the Comprehensive Institute of Rome
25:13Piagema Iorana, to have sensitized students
25:16on the value of scientific research,
25:18as well as the Barilla family,
25:20for the constant closeness to the AIRC mission.
25:23In recent years, we have seen an acceleration
25:25of the results of oncological research,
25:28which undoubtedly makes us hope for the future.
25:32In 2024 we have allocated 143 million euros
25:36and therefore our goal is to continue
25:39to mobilize the civil society
25:42and the generosity of the Italians,
25:45precisely to allow us to raise more funds
25:48to be able to finance more and more research,
25:50which is always the best oncological research in Italy.
25:53The synergy between AIRC and Penn
25:55is intended, however, to grow
25:57with fund-raising initiatives
25:59and in the sign of the innovative
26:01and courageous approach of the brand.
26:03The latest example comes from the launch
26:05of the Age Positive Forever You brand,
26:07with which Penn is confirmed to be a pioneer
26:09of virtuous paths and increasingly close
26:11to social responsibility issues.
26:19The issue of vaccines is now more and more current.
26:22The Health Services Company of the Province of Trento
26:24has expanded the offer of free vaccination
26:26against the human papilloma virus, HPV,
26:29through a defined epoch-making health plan
26:32that will involve about 100,000 people
26:34in the next 4-5 years.
26:36It is a recommendation of the WHO
26:39to remove what is the carcinoma of the cervix,
26:43uterine and HPV-related carcinomas.
26:47We prefer, in short, to extend this vaccination
26:50at least up to 30 years in males
26:52and 40 years in females.
26:55In Palermo, at the 57th National Congress of Citi,
26:58the Italian Society of Hygiene,
27:00Preventive Medicine and Public Health,
27:02the vaccine campaign to eradicate HPV
27:05was illustrated by the Director-General
27:07of the Health Services Company of Trento,
27:10who explained the modalities of the vaccination plan
27:13to counteract the tumour
27:15that affects about 4,400 people
27:18every year in Italy.
27:20It will be an epoch-making vaccine campaign
27:23because it will involve about 90,000 Trentini
27:25out of 530,000,
27:27through a platform on which it will be possible to register
27:30and a solicitation with an active call
27:33for the interested cohorts.
27:35An important step towards the goal
27:37of effectively counteracting
27:39the carcinoma of the cervix, uterine
27:41and HPV-related carcinomas.
27:45This was our latest news,
27:47to contact us you can write to
27:49salute-abnchronos.com
27:53Thank you for following us
27:55and see you in the next episode.