PHARMA MARKETING -
STRATEGIC CHALLENGES
AGENDA
P P
PRODUCT PRICE
P P
PLACE PROMOTION
P
PRODUCT
▸ Form of delivery?
▸ Name?
▸ Brand?
10 to 15 years
19 in 20 medicines in 19 in 20 medicines in
experimental experimental
development fail, development fail,
meaning a great meaning a great
many companies fail many companies fail
too too
~20 YEARS
from the application date
RETURN ON INVESTMENT
SALES
1. PHARMA MARKETING – DEFINITIONS
2. PHARMA MARKETING – 2015
3. CASE STUDY
4. Q&A
Revenue
$ billion
$328 bn
PHARMA’S BIGGEST BLOCKBUSTERS
European Federation of
Pharmaceutical Industries and
Associations
1. PHARMA MARKETING – DEFINITIONS
2. PHARMA MARKETING – 2015
3. CASE STUDY
4. Q&A
PHARMA DETAILING
PHARMACEUTICAL
DETAILING IS A 1:1
MARKETING TECHNIQUE
USED BY PHARMACEUTICAL
COMPANIES TO EDUCATE A
PHYSICIAN ABOUT A
VENDOR'S PRODUCTS IN
HOPES THAT THE PHYSICIAN
WILL PRESCRIBE THE
COMPANY’S PRODUCTS
MORE OFTEN.
1. PHARMA MARKETING – DEFINITIONS
2. PHARMA MARKETING – 2015
3. CASE STUDY
4. Q&A
PHARMA SAMPLING
Pharma samples can be provided to
healthcare professionals – with
restriction in some countries.
They give immediate access to the
medication and the patient can
begin treatment right away.
1. PHARMA MARKETING – DEFINITIONS
2. PHARMA MARKETING – 2015
3. CASE STUDY
4. Q&A
ADVERTISING
Pharmaceutical advertising aims at delivering the
pharmaceutical product’s sales message to physicians or
direct to consumer in print, television, radio broadcast or
internet.
1. PHARMA MARKETING – DEFINITIONS
2. PHARMA MARKETING – 2015
3. CASE STUDY
4. Q&A
CLINICAL TRIALS
Phase IV trial or post-marketing surveillance trial involves
the safety surveillance (pharmaco-vigilance) and ongoing
technical support of a drug after it receives permission to
be sold.
1. PHARMA MARKETING – DEFINITIONS
2. PHARMA MARKETING – 2015
3. CASE STUDY
4. Q&A
MAILING
Mailing is a way to keep in
contact with customers and
inform them about the
pharmaceutical product
development. Traditional
paper mail is being replaced
by e-mailing in many markets.
1. PHARMA MARKETING – DEFINITIONS
2. PHARMA MARKETING – 2015
3. CASE STUDY
4. Q&A
CASE STUDY
MARKETING MIX
P P
PRODUCT PRICE
P P
PLACE PROMOTION
MARKETING MIX
P P
PRODUCT PRICE
P P
PLACE PROMOTION
MARKETING MIX
P P
PRODUCT PRICE
P P
PLACE PROMOTION
MARKETING MIX
P P
PRODUCT PRICE
P P
PLACE PROMOTION
MARKETING MIX
P P
PRODUCT PRICE
P P
PLACE PROMOTION
Q&A
SOURCES
• Pharma 2020: Marketing the future - Which path will you take? PricewaterhouseCoopers, 2009
• Pharma 2020: Supplying the future, PricewaterhouseCoopers, 2011
• The Cost Of Creating A New Drug Now $5 Billion, Pushing Big Pharma To Change, Forbes, 2013
• How Much Does Pharmaceutical Innovation Cost? A Look At 100 Companies, Forbes, 2103
• THE CHANGING FACE OF THE TOP 10 PHARMACEUTICAL COMPANIES, IMS 2013
• Pharmaceutical Promotional Spending: Global Trends, Cegedim, 2013
• The shifting pharmaceutical industry landscape. Accounting and regulatory trends affecting reporting for 2012 and
planning for 2013, Ernst&Young
• A wake-up call for Big Pharma, Lower profit margins suggest a need for new business models. December 2011 |
byVivian Hunt, Nigel Manson, and Paul Morgan, McKinsey
• Big pharma: Business model choices for the new market, Deloitte 2013
• Global pharmaceutical industry is in a strategic crisis – Business models must be adjusted, RolandBerger 2013
• www.gabionline.net/Biosimilars/Research/Opportunities-for-biosimilar-development