Summary
Introduction
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.
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