Which path will you take?
Mar 2009
By 2020 the current role of the pharmaceutical industry's sales and marketing workforce will be replaced by a new model as the industry shifts from a mass-market to a target-market approach to increase revenue.
This report outlines a confluence of dynamics that lead to a new marketing and sales system with a smaller, more agile and smarter sales force. The pharma industry is no longer being rewarded for incremental innovation, me-too products and selling the most pills. Companies will need to demonstrate that their brand adds value to patients and they will have to offer a package of products and health services that the market not only wants and needs but is willing to pay a premium for. The paper highlights some very strong facts related to the need for Pharma to change its marketing and sales functions in order so sustain future growth and performance. It also outlines in some detail what those changes in the business environment will be and provides pharma companies with indicators of organisational and operational structure that could influence their success and readiness to compete.
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Read more by downloading our Pharma 2020: Marketing the future (pdf file, 883KB) for your reference.
