Pharma Marketing.ppt

paniesarerespondingtothesechallengesbyinvestingintheirmarketingandsalesactivitiesMajorinvestmentinenablingtechnologies“RochePharmaceuticals(Italy).”CaseStudy-panies“Wecannotcontinuetogrowaswehaveinthepastbyrelyingonsciencealone…weareexpandingoursalesforceby30%overthenext18months”.RGilmartin,CEOMerckDec2000Dramaticsalesforcerecruitment“In2000,theglobalmarketingbudgetofClaritinexceededthatofCoca-cola”.TheEconomist,April2001MassivemarketingexpenditureLastmonth,GSKconducteditsbiggest-everUSlaunchwithAdvair,,300salesrepscontacting70,000doctorswhowrite80%ofasthmaprescriptionsinthefirstweek,backedbyamassivetelevisionadvertisingcampaign. April2001Highimpactproductlaunches"…oneforremotee-detailinginvolvesthousandsofdoctorsintheUSandScandinavia.” NewtCrenshaw,e-Lilly,FTApril2001Innovationsine-BusinessLookingbeyondthecurrentwaveofinvestment,whatdoesthefuturehold?PharmaBeyond2005?BlockbusterLaunchesIndustryConsolidationCRMe-detailingSalesforceExpansionToday’sworkshopisaboutpreparingforthefuture-beyond2005WorkshopObjectivesToexplorethedrivingforcesshapingtheindustryToreviewtheimplicationsforthekeyplayerswhatitwilltaketowininthepharmamarketplacein2005andbeyondToidentifytheactionsneededtoprepareforthefutureOurapproachiscentredontheidentificationofthe‘Megatrends’whichwillshifttheindustryWorkshopInputSynthesisWorkshopOutputMega--,Objectives,Agenda,-----,panies,or‘BlockbusterChasers’,primarilyconcernedwithproducingmassmar