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New Media Opportunities the Pharmaceutical Industry Must Consider
Reaching Doctors and Patients Through New Digital Media: eHealth Insight Series
Datamonitor
Existing sales and marketing models are considered unsustainable. Pharma has been slow to adapt and take advantage of the marketing opportunities offered by the internet.
Meanwhile customers are increasingly using the web to source information. Pharma needs to evolve and engage with their customers online, or risk being left behind.
Scope
Overview of the current challenges facing existing sales and marketing models.
A review of online activities of physicians and patients and how Pharma companies are currently targeting customers.
Analysis of Pharma companies current online strategies supported by case study analysis.
Review and recommendations of new media strategies Pharma could potentially consider.
Highlights
Rising healthcare cost, P&R controls public skepticism of Pharma companies and legal issues have made the current sales and marketing model unsustainable, they need for specialized sales forces and increased use of the internet as a customer information resource.
Increased access to the internet has led a growth in physician and patient websites. Pharma companies need to move forward from the traditional company website and actively engage with its customers.
The rise in social media, blogging forums opens up potential opportunities for Pharma marketers, also there are a variety of mediums such as podcasts and live video detailing which are currently underutilized.
Reasons to Purchase
Understand the opportunities and threats facing Pharma companies existing sales and marketing models.
Provides an overview of Pharma's current online strategies and how they are failing to make an impact.
Identification of new media opportunities that Pharma could undertake to engage with their target audiences online.
48 pages
Publication Date : Jan 2008
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Strategic Alliances in World Pharma and Biotech Markets
In the last decade or so, strategic alliances and partnerships among pharmaceutical and biotech companies have doubled to around 700 per year per sector, although most of this increase came in the early years.
Regardless of its size, every pharma or biotech company has certain limitations in their own research although usually they have enough capacity in development to bring new compounds to the market very effectively.
However, on a number of occasions, the inhouse development capacity may get prioritized in favor of other products within the company’s portfolio.
A product may also be facing competition internally from other projects, not necessarily similar compounds, but perhaps programs better aligned to the overall R&D activities. (MORE)
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