pharma營銷銷售(編輯修改稿)
2025-01-28 14:51 本頁面
【文章內(nèi)容簡介】 hoice and more providersMegatrend? They will have to understand the need of each player and the new decisionmaking dynamics? Pharmaceutical panies will need to influence and play a key role in the new provider workImplications? The empowered patient is more proactive about healthcare decision and will rely less on doctors for advice? Advance in genomics and technology will enable personalised medicine and open up new markets beyond drugs: Diagnostics, Preventative medicine, Followup treatments ? Doctors are not equipped to cater for these new needs。 the number of healthcare providers will therefore increase to fill the gaps ? Advances in munication technology/Inter will enable efficient exchange of information between the different players/providers? The number of alliances increase to create a health work。 Ehealth panies are maturing? Pharmaceuticals are seizing the opportunity in investing into inter marketing/edetailing to help the doctor in his new role and municate directly with the patientMegatrend Storyboard 12 Eye for Pharma Workshop PanelsCap Gemini Ernst Young ? Proprietary and Confidential? The role of the salesperson as currently defined, will no longer be valid? There will be a move from the traditional oneway ‘push’ model to a twoway interactive/consultative’ modelMegatrend? Pharmaceutical panies need to reorient the salesforce to support doctors facing new problems, helping less with the rational and more with the emotional = a shift from selling to advising ? Pharmaceutical panies must ‘ take control’ of the new channels to market to avoid being knocked off balance by themImplications? Doctors are under pressure to spend less time on admin and more facetoface time with patients? Doctors are more inclined to get knowledge in their own time and rely more and more on other channels than traditional sales reps? They also have to answer the needs of a more demanding, more proactive patient? They are limiting access to sales reps who are still bombarding high prescribers with ‘one way’ product details? Therefore, the marginal return on extra sales rep investment is decreasing? Edetailing is gaining ground as a convenient alternative to convey tailored information to doctorsMegatrend Storyboard 13 Eye for Pharma Workshop PanelsCap Gemini Ernst Young ? Proprietary and Confidential? Personalised healthcare will open up new markets beyond the drug itself. There will be a shift from treating illness to managing wellness– Alternative therapies, preventative medicine, follow up treatments, diagnostics, devices, delivery technologyMegatrend? Pharma will no longer
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