pharmamarketingsales(ppt20)-經(jīng)營管理-在線瀏覽
2024-10-19 14:54本頁面
【正文】 Actions Implications for Strategy Observable Changes ?Industry trends ?Economic trends ?Political trends ?Consumer trends ?Societal trends 7 Eye for Pharma Workshop Panels Cap Gemini Ernst amp。 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 World Megatrend ? Need to be more aggressive in marketing and sales ? More selective mergers and tactical acquisitions and investments ? Cross functional teams between Ramp。D profitability are forcing pharmaceuticals to recognise this trend ? As a result, panies are starting to harness consumer marketing to municate with their patients base Megatrend Storyboard Emergence of a Premier League 10 Eye for Pharma Workshop Panels Cap Gemini Ernst amp。 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 medicine, Followup treatments ? Doctors are not equipped to cater for these new needs。 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 12 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
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