行銷分析(ppt20)全英文(編輯修改稿)
2025-03-22 06:20 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 – Healthcare providers will create their own niche followings and consumers will have more choice and more providers Megatrend ? 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 work Implications ? 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 patient Megatrend Storyboard Towards PtoP Healtcare 13 Eye for Pharma Workshop Panels Cap 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’ model Megatrend ? 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 them Implications ? 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 doctors Megatrend Storyboard The Death of the Sales Rep 14 Eye for Pharma Workshop Panels Cap 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 technology Megatrend ? Pharma will no longer be concentrated solely on the drug, rather it will enpass a plete package or service Implications ? With healthcare costs increasing, governments are shifting its financing to the private sector ? The empowered patient is encouraged to manage more proactively his wellness ? In doing that, he will rely less on doctors and will look for information/advice across different source
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