Pharma’s new commercial model is not easily created.
We see Pharma companies to add all sorts of new programs to their company, like “Closed Loop Marketing”, “Sales Force Effectiveness”, “Key Account Management”, “Key Opinion Leader Management”, “Customer First”, or “Customer Excellence”, “Market Access management” etc.
Surely all kinds of innovations to focus and approach promotion in a new way.
Also, Social Media, Websites and On line Communities are created to “get the word out..”
But for now, we want to focus on edetailing as a core aspect for triggering the road map to create more effect and collaboration with customers (physicians and other caregivers) to support patients’ therapies, such as compliance support. ...
Michael Kirby discusses how eDetailing has proven effective in giving sales reps greater access to physicians and eDetailing and sales reps work "better together."
Pharma marketers were a cautious lot in 2012. According to a report from Cegedim Strategic Data, marketers reduced their promotional spending for Rx drugs by 8% in 2012.
This was an even steeper percentage decline than the cutbacks in promotional spending that took place in 2011, according to the report. Yet, pharma companies did spend more than $27 billion in the U.S. market on the promotion of drug products.
“Promotional spending in the pharmaceutical industry continued to decline in 2012, shedding dollars directed at consumers and expenditures supporting HCP detailing and sampling,” Cegedim reported.
Les 4 grandes mutations subies par l'industrie pharmaceutique : Evolution de la promotion auprès des prescripteurs : nous passons d'un modèle quantitatif (visite médicale intense) à un modèle plus ciblé, pertinent, ...
At first the stat looks impressive; pharma is among the leaders in percentage increases in digital spending but when you look at how much they are spending on interactive they are near the bottom of the list. While most CPG marketers have been experimenting with social media and spending more money on digital most pharma companies are still stuck in the dark ages and spend marketing dollars on marketing that is ignored by consumers. I keep hearing the question, “why is pharma ignoring social media ?”. There is more than one reason. First the FDA has decided to act like big government and still does not acknowledge how consumers are using the internet for health. They have not issues and guidelines but even if they did pharma marketers are ill prepared to implement social media because it would take most of them too long to develop a strategy. Then there are the resource issues. Pharma is getting squeezed with key drugs off patent and the government wanting deeper discounts on top drugs.