Healthy Skepticism Library item: 15150

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: news

Value shift in pharma marketing
Pharmacy Daily (Australia) - registration required 2009 Feb 27
http://www.pharmacydaily.com.au

Notes:

Link to PWC report:
http://www.pwc.com/Extweb/pwcpublications.nsf/docid/B1221EC9D057309F852575610076732C

Full text:

THE future of pharmaceuticals marketing will shift from a focus from “pushing pills” to demonstrating value, predicts PriceWaterhouseCoopers (PwC).

Pharma 2020: Marketing the future, a media webcast held yesterday, outlined the new marketing and sales systems that will be in place within 10 years.

Sales representatives, free drug samples, TV advertising and aggressive marketing to doctors
and patients will no longer be practical as the industry shifts its focus to providing services, said Dr Steve Arlington, Global Pharmaceuticals and Life Sciences Advisory Services Leader.

Sales and marketing teams “will need to be able to manage health outcomes through a full complement of health management services, compliance programs and nutritional advice”, he said.

Only truly innovative medicines will be “financially rewarded at a premium price”, and global
regulatory harmonisation will lead to simultaneous multi-country launches of new drugs, PWC said.