pharma營銷銷售(文件)
【正文】 sCap Gemini Ernst Young ? Proprietary and Confidential Time Session Name Introduction, Objectives, Agenda, Methodology Megatrend Generation ExerciseCurrent Trends Report Back and Discussion?Megatrends ?Implications Imperatives for action Bs, Cs and Close 9 Eye for Pharma Workshop PanelsCap Gemini Ernst Young ? Proprietary and Confidential? There will be an emergence of a premier league of pharmaceuticals panies, or ‘Blockbuster Chasers’, primarily concerned with producing mass market products for the empowered patients in the Western WorldMegatrend? Need to be more aggressive in marketing and sales? More selective mergers and tactical acquisitions and investments? Cross functional teams between RD and Marketing? Premier league panies will need to work on their image as potential backlash from the public? Areas of unmet needs will be met by a secondary league of players who will focus on specialist drugsImplications? Future demand is driven by the empowered patients and the ageing population? The fastest growing products are the ones addressing these two segments? Stockmarket pressure and declining RD profitability are forcing pharmaceuticals to recognise this trend? As a result, panies are starting to harness consumer marketing to municate with their patients baseMegatrend Storyboard a 10 Eye for Pharma Workshop PanelsCap Gemini Ernst Young ? Proprietary and Confidential? Patients will bee more responsible and proactive about their health? As key stakeholder, the empowered patient will drive pharma panies’ strategies to a greater extentMegatrend? Marketing and Sales will bee the driving force behind driving pharmaco businesses? Branding increasingly important to differentiate metoo products in the eye of the patient? Need to target drugs portfolio at the consumer .: lifestyle drugs? New channels required to reach customers and consumersImplications? Led by baby boomers, with costs shifting to the individuals, and used to the level of sophistication from other industries, patients are being more demanding and proactive about their health? The increasing amount of online information and rapid progress of genomics enable the concept of personalised healthcare? Many patients ask doctors for specific drug and are prescribed it most of the time ? Pharmaceuticals are answering by municating directly with the patient? Pharmacists and Insurance panies are also gearing up to the challenge of answering the needs of the customers with tailored servicesMegatrend Storyboard 11 Eye for Pharma Workshop PanelsCap Gemini Ernst Young
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