Pharma 2020: Marketing the future – Which path will you take?

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The third paper in the Pharma 2020 series, this report explores how the industry's approach to sales and marketing will change as it moves toward providing preventive care to improve the health of patients, whilst clearly demonstrating value for money.

Pharma 2020: Marketing the future describes the drivers of change that will invalidate the traditional model and which the marketing process must master and synthesise into a new system. These include:

  • the balance of power is shifting to payers;
  • the interdependence of the pharmaceutical and healthcare value chains must be recognised;
  • there will be a change in portfolio as only truly innovative medicines will be financially rewarded at a premium price;
  • science is leading the pharma industry toward specialist medicine;
  • global regulatory harmonisation will make simultaneous multi-country launches routine.