PharmaMarketing&Sales英文版hvs.pptx
《PharmaMarketing&Sales英文版hvs.pptx》由会员分享,可在线阅读,更多相关《PharmaMarketing&Sales英文版hvs.pptx(22页珍藏版)》请在得力文库 - 分享文档赚钱的网站上搜索。
1、&2005&,22 2001-2-Eye for Pharma Workshop PanelsCap Gemini Ernst&Young Proprietary and Confidential a -3-Eye for Pharma Workshop PanelsCap Gemini Ernst&Young Proprietary and Confidential Major investment in enabling technologies“Roche Pharmaceuticals(Italy)is deploying Siebel ePharma among its 700 me
2、dical reps and support staff.The goal is to develop a single comprehensive understanding of its customer base by enabling these professionals to compile and share customer information.”S Case Study-2000 “We cannot continue to grow as we have in the past by relying on science alonewe are expanding ou
3、r salesforce by 30%over the next 18 months”.R Gilmartin,CEO Merck Dec 2000Dramatic salesforce recruitment“In 2000,the global marketing budget of Claritin exceeded that of Coca-cola”.The Economist,April 2001Massive marketing expenditureLast month,GSK conducted its biggest-ever US launch with Advair,a
4、 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.FT.com April 2001High impact product launchesTraditional detailing is still important but will need augmentin
5、g.Lilly has been running a number of pilot schemesone for remote e-detailing involves thousands of doctors in the US and Scandinavia.”Newt Crenshaw,e-Lilly,FT April 2001 Innovations in e-Business-4-Eye for Pharma Workshop PanelsCap Gemini Ernst&Young Proprietary and Confidential ,?2005?-5-Eye for Ph
6、arma Workshop PanelsCap Gemini Ernst&Young Proprietary and Confidentials -2005 2005 -6-Eye for Pharma Workshop PanelsCap Gemini Ernst&Young Proprietary and Confidential Workshop InputSynthesisWorkshop OutputMega-trendsUncertaintiesActionsImplications for StrategyObservable ChangesIndustry trendsEcon
7、omic trendsPolitical trendsConsumer trendsSocietal trends-7-Eye for Pharma Workshop PanelsCap Gemini Ernst&Young Proprietary and Confidential TimeSession Name9.30-9.50Introduction,Objectives,Agenda,Methodology9.50-10.1010.10-11.00Megatrend Generation ExerciseCurrent Trends11.00-12.10Report Back and
8、DiscussionMegatrends Implications12.10-12.25Imperatives for action12.25-12.30Bs,Cs and Close -9-Eye for Pharma Workshop PanelsCap Gemini Ernst&Young Proprietary and ConfidentialThere will be an emergence of a premier league of pharmaceuticals companies,or Blockbuster Chasers,primarily concerned with
9、 producing mass market products for the empowered patients in the Western WorldMegatrendNeed to be more aggressive in marketing and salesMore selective mergers and tactical acquisitions and investmentsCross functional teams between R&D and MarketingPremier league companies will need to work on their
10、 image as potential backlash from the publicAreas of unmet needs will be met by a secondary league of players who will focus on specialist drugsImplicationsFuture demand is driven by the empowered patients and the ageing populationThe fastest growing products are the ones addressing these two segmen
11、tsStockmarket pressure and declining R&D profitability are forcing pharmaceuticals to recognise this trendAs a result,companies are starting to harness consumer marketing to communicate with their patients baseMegatrend Storyboard a -10-Eye for Pharma Workshop PanelsCap Gemini Ernst&Young Proprietar
12、y and ConfidentialPatients will become more responsible and proactive about their healthAs key stakeholder,the empowered patient will drive pharma companies strategies to a greater extentMegatrendMarketing and Sales will become the driving force behind driving pharmaco businessesBranding increasingl
13、y important to differentiate me-too products in the eye of the patientNeed to target drugs portfolio at the consumer i.e.:lifestyle drugsNew channels required to reach customers and consumersImplicationsLed by baby boomers,with costs shifting to the individuals,and used to the level of sophisticatio
14、n from other industries,patients are becoming more demanding and pro-active about their healthThe increasing amount of online information and rapid progress of genomics enable the concept of personalised healthcareMany patients ask doctors for specific drug and are prescribed it most of the time Pha
15、rmaceuticals are answering by communicating directly with the patientPharmacists and Insurance companies are also gearing up to the challenge of answering the needs of the customers with tailored servicesMegatrend Storyboard -11-Eye for Pharma Workshop PanelsCap Gemini Ernst&Young Proprietary and Co
16、nfidentialHealthcare provision will move from the patient-doctor relationship to a networked decision:The advent of P-2-P 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 become networked and“intel
17、ligent”with information being neither centralised nor de-centralisedHealthcare providers will create their own niche followings and consumers will have more choice and more providersMegatrendThey will have to understand the need of each player and the new decision-making dynamicsPharmaceutical compa
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- PharmaMarketing Sales 英文 hvs
限制150内