Pharmaceuticals

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The pharmaceutical industry is under increased pressure from several angles. More conservative regulators, shorter patent lives and challenged market access are all narrowing the window for monetizing products. Savvy consumers, physician marketing regulation, generic competition and changes to manage care are all contributing to a difficult marketing environment requiring companies to take a holistic integrated view of the marketing chain.

Can you relate to these pressures? 

  • 1

    Increased competition in DTC marketing has led to reduced efficiencies of traditional tactics combined with an explosion in new digital channel opportunities

  • 2

    Harder regulations in physician marketing have reduced channel effectiveness

  • 3

    Pull-based digital marketing and distribution channels create both opportunities and risks in interacting with patients and physicians

  • 4

    Shortened patent lives, challenged market access, and changes to managed care is creating challenges to recouping R&D investment costs

  • 5

    More savvy patients with access to alternate information, and changes to the physician / patient dynamic

To address pressures on marketing budgets, marketers need to take an integrated view of DTC and professional marketing and sales efforts to answer critical questions about marketing ROI and efficiency:

  • Who are the highest value potential segments given size, clinical situation and response to program?

  • How to reach patients in a way that drives involvement, action and compliance

  • Who are the highest value potential segments given size, clinical situation and response to program?

  • How to drive physician likelihood to heed patient request?

  • How to deploy channels in a cost effective way against smaller segments and how to trade these off vs. traditional detailing efforts?