[精选]行销分析(ppt20)全英文.pptx

Pharma Marketing & Sales
Beyond 2005
Cap Gemini Ernst & Young
Eye for Pharma, Amsterdam
22 October 2001
The industry is currently facing a changing landscape threatening its historical profitability
More complex set of influencers
Unsustainable sales force arms race
Increasing availability of connecting technology
Reliance on blockbusters
Margins erosion
Empowered patient
Most companies are responding to these challenges by investing in their marketing and sales activities
Major investment in enabling technologies
“Roche Pharmaceuticals (Italy) is deploying Siebel ePharma among its 700 medical reps and support staff. The goal is to develop a single comprehensive understanding of its customer base by enabling these professionals to compile and share customer information.” Case Study - 2000
Marketing and sales is becoming the critical battleground for Phama companies
“We cannot continue to grow as we have in the past by relying on science alone…we are expanding our salesforce by 30% over the next 18 months”.
R Gilmartin, CEO Merck Dec 2000
Dramatic salesforce recruitment
“In 2000, the global marketing budget of Claritin exceeded that of Coca-cola”.
The Economist, April 2001
Massive marketing expenditure
Last month, GSK conducted its biggest-ever US launch with Advair, a new asthma medicine. The launch involved 2,300 sales reps contacting 70,000 doctors who write 80% of asthma prescriptions in the first week, backed by a massive television advertising campaign. April 2001
High impact product launches
"Traditional detailing is still important but will need augmenting. Lilly has been running a number of pilot schemes…one for remote e-detailing involves thousands of doctors in the US and Scandinavia.” Newt Crenshaw, e-Lilly, FT April 2001
Innovations in e-Business
Looking beyond the current wave of investment, what does the future hold?
Pharma Beyond 2005 ?
Blockbuster Launches
Industry Consolidat