pharmamarketingsales(ppt20)-經(jīng)營管理-展示頁
2024-08-28 14:54本頁面
【正文】 haping the industry ? To review the implications for the key players – what it will take to win in the pharma marketplace in 2020 and beyond ? To identify the actions needed to prepare for the future 6 Eye for Pharma Workshop Panels Cap Gemini Ernst amp。 Young ? Proprietary and Confidential Most panies are responding to these challenges by investing in their marketing and sales activities ? Major investment in enabling technologies “Roche Pharmaceuticals (Italy) is deploying Siebel ePharma among its 700 medical reps and support staff. The goal is to develop a single prehensive understanding of its customer base by enabling these professionals to pile and share customer information.” Case Study 2020 Marketing and sales is being the critical battleground for Phama panies “We cannot continue to grow as we have in the past by relying on science alone…we are expanding our salesforce by 30% over the next 18 months”. R Gilmartin, CEO Merck Dec 2020 ? Dramatic salesforce recruitment “In 2020, the global marketing budget of Claritin exceeded that of Cocacola”. The Economist, April 2020 ? Massive marketing expenditure Last month, GSK conducted its biggestever US launch with Advair, a new asthma medicine. The launch involved 2,300 sales reps contacting 70,000 doctors who write 80% of asthma prescriptions in the first week, backed by a massive television advertising campaign. April 2020 ? High impact product launches Traditional detailing is still important but will need augmenting. Lilly has been running a number of pilot schemes…one for remote e detailing involves thousands of doctors in the US and Scandinavia.” Newt Crenshaw, eLilly, FT April 2020 ? Innovations in eBusiness 4 Eye for Pharma Workshop Panels Cap Gemini Ernst amp。 Young Eye for Pharma, Amsterdam 22 October 2020 2 Eye for Pharma Workshop Panels Cap Gemini Ernst amp。Pharma Marketing amp。 Sales Beyond 2020 Cap Gemini Ernst amp。 Young ? Proprietary and Confidential The industry is currently facing a changing landscape threatening its historical profitability More plex set of influencers Unsustainable sales force arms race Increasing availability of connecting technology Reliance on blockbusters Margins erosion Empowered patient 3 Eye for Pharma Workshop Panels Cap Gemini Ernst amp。 Young ? Proprietary and Confidential Looking beyond the current wave of investment, what does the future hold? Pharma Beyond 2020 ? Blockbuster Launches Industry Consolidation CRM edetailing Salesforce Expansion 5 Eye for Pharma Workshop Panels Cap Gemini Ernst amp。 Young ? Proprietary and Confidential Our approach is centred on the identification of the ‘Megatrends’ which will shift the industry Workshop Input Synthesis Workshop Output Megatrends Uncertainties
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