pharmamarketingsales(ppt20)-經(jīng)營(yíng)管理-wenkub.com
2025-08-02 14:54 本頁(yè)面
【正文】 Young ? Proprietary and Confidential Effective marketing and sales requires the integration of people, process and technology ? Pharmaceuticals Marketing and Sales Framework Customer and Product Strategy Business Goals and Objectives Supply Chain Interface Marketing and Sales Operations Organisation Capability Information Management Product Launch Product and Channel Management Customer Contact Management Organisation Alignment People and Team Development Scorecard/ Performance Management CRM Platform, Touchpoint Integration and Support Tools Customer Segmentation and Targeting Market Analysis and Sizing Product Portfolio Management Product Positioning and Channel Strategy Datawarehousing, analytic support and Knowledge Mgmt. Systems Infrastructure and Application Support 19 Eye for Pharma Workshop Panels Cap Gemini Ernst amp。 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 sources (PtoP healthcare) ? In an increasingly petitive market and with price control mechanisms, pharmaceuticals are finding hard to maintain historical growth rate, focusing solely on drugs ? Genomics and technology will create new markets beyond drug treatment。 Young ? Proprietary and Confidential ? Healthcare provision will move from the ‘patientdoctor’ relationship to a ‘worked’ decision: – The advent of P2P healthcare will mean that consumers will talk directly to people who are in the same situation as them, with the same disease or illness. – Healthcare will bee worked and “intelligent” with information being neither centralised nor decentralised – 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 me
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