行銷分析全英文-在線瀏覽
2024-12-04 02:09本頁面
【正文】 Actions Implications for Strategy Observable Changes ?Industry trends ?Economic trends ?Political trends ?Consumer trends ?Societal trends 7 Ey e f or 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 Ey e f or 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 Ey e f or 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
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