pharmamarketingsales(ppt20)-经营管理(编辑修改稿)

pharmamarketingsales(ppt20)-经营管理(编辑修改稿)内容摘要：

als are answering by municating directly with the patient • Pharmacists and Insurance panies are also gearing up to the challenge of answering the needs of the customers with tailored services Megatrend Storyboard Consumer is King 11 Eye for Pharma Workshop Panels Cap Gemini Ernst amp。 Young • Proprietary and Confidential • Healthcare provision will move from the ‘patientdoctor’ relationship to a ‘worked’ decision: – The advent of P2P healthcare will mean that consumers will talk directly to people who are in the same situation as them, with the same disease or illness. – Healthcare will bee worked and “intelligent” with information being neither centralised nor decentralised – Healthcare providers will create their own niche followings and consumers will have more choice and more providers Megatrend • They will have to understand the need of each player and the new decisionmaking dynamics • Pharmaceutical panies will need to influence and play a key role in the new provider work Implications • The empowered patient is more proactive about healthcare decision and will rely less on doctors for advice • Advance in genomics and technology will enable personalised medicine and open up new markets beyond drugs: Diagnostics, Preventative medicine, Followup treatments • Doctors are not equipped to cater for these new needs。 the number of healthcare providers will therefore increase to fill the gaps • Advances in munication technology/Inter will enable efficient exchange of information between the different players/providers • The number of alliances increase to create a health work。 Ehealth panies are maturing • Pharmaceuticals are seizing the opportunity in investing into inter marketing/edetailing to help the doctor in his new role and municate directly with the patient Megatrend Storyboard Towards PtoP Healtcare 12 Eye for Pharma Workshop Panels Cap Gemini Ernst amp。 Young • Proprietary and Confidential • The role of the salesperson as currently defined, will no longer be valid • There will be a move from the traditional oneway ‘push’ model to a twoway interactive/consultative’ model Megatrend • Pharmaceutical panies need to reorient the salesforce to support doctors facing new problems, helping less with the rational and more with the emotional = a shift from selling to advising • Pharmaceutical panies must ‘ take control’ of the new channels to market to avoid being knocked off balance by them Implications • Doctors are under pressure to spend less time on admin and more facetoface time with patients • Doctors are more inclined to get knowledge in their own time and rely more and more on other channels than traditional sales reps • They also have to answer the needs of a more demanding, more proactive patient • They are limiting access to sales。