Gaining greater insight into the patient journey from diagnosis through treatment is of great interest to drug developers so they can produce more effective drugs. Using non-small cell lung cancer (NSCLC) as an example, PurpleLab and Genentech explore how to leverage RWD to eliminate blind spots in the patient journey — informing every phase of a drug’s lifecycle, from clinical development to market access.
The webinar includes executives from PurpleLab and Dr. Ben Freiberg, Principal Informatics Systems Lead with Genentech’s gCS Computational Catalysts.
Among the talking points the webinar covers are:
- How can RWD be leveraged by pharma companies for the NSCLC patient journey?
- What does the “typical” patient journey for NSCLC look like?
- Mapping the nuanced parts of a patient’s journey
- The value of leveraging Social Determinants of Health data
- Addressing socioeconomic barriers that may hinder clinical trial participation
- Using RWD to improve clinical trial recruitment, clinical endpoints, and inform market access strategies
Presenters:
Dr. Ben Freiberg
Principal Informatics Systems Lead at Genentech
Dr. Ben Freiberg is an experienced leader and performer in the lifecycle of Medical Research Products with a demonstrated history of innovations and product development in biotechnology hardware and software. Skilled in Medical Devices, Biotechnology, Software, High Value Capital Equipment, and U.S. Food and Drug Administration (FDA) with a complimentary background in business and strong business acumen. Strong business professional and business leader with a Ph.D. focused in Immunology from University of Colorado Health Sciences Center.
Steve Emrick
Senior Vice President, Clinical Informatics Solutions & HealthNexus at PurpleLab
With 15 years of experience in the Health IT industry, Steve is a seasoned expert in strategy, solution development, and commercialization, having worked across diverse private, public, non-profit, and government environments. Since joining PurpleLab in October 2024, he has been instrumental in setting the strategic direction for their clinical data, service, and terminology platform offerings. His prior leadership roles include VP of Data Strategy at Danaher and VP of Strategic Client Success at Clinical Architecture.
Russ Cobb
Chief Marketing Officer at PurpleLab
Russ is a proven leader in healthcare technology, driving significant growth and successful ventures. As former VP of Enterprise Technology Marketing at Change Healthcare, he exceeded a $60M bookings target and achieved 176% growth. He also served as Chief Revenue Officer at Catalytic Data Science and founded Blackbaud's $100M Healthcare & Life Sciences Division, launching Blackbaud Health Analytics. Russ's experience also includes VP & Chief Marketing Officer at Allscripts Healthcare Solutions and successfully exiting Carolina Lunker Sauce, LLC.