ph2020-marketing

ph2020-marketing - Pharmaceuticals and Life Sciences Pharma...

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Pharma 2020: Marketing the future Which path will you take? Pharmaceuticals and Life Sciences
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Table of contents Previous publications in this series include: Pharma 2020: The vision # Pharma 2020: The vision Which path will you take?* Pharmaceuticals *connectedthinking  Pharma 2020: Virtual R&D Which path will you take? Pharmaceuticals and Life Sciences This report published in June 2008 explores opportunities to improve the R&D process. It proposed that new technologies will enable the adoption of virtual R&D; and by operating in a more connected world the industry, in collaboration with researchers, governments, healthcare payers and providers, can address the changing needs of society more effectively. Published in June 2007 this paper highlights a number of issues that will have a major bearing on the industry over the next 11 years. The publication outlines the changes we believe will best help pharmaceutical companies realise the potential the future holds to enhance the value they provide to shareholders and society alike. “Pharma 2020: Marketing the future” is the third in this series of papers on the future of the pharmaceutical industry published by PricewaterhouseCoopers. It discusses the key forces reshaping the pharmaceutical marketplace, including the growing power of healthcare payers, providers and patients, and the changes required to create a marketing and sales model that is fit for the 21st century. These changes will enable the industry to market and sell its products more cost-effectively, to create new opportunities and to generate greater customer loyalty across the healthcare spectrum.
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Pharma 2020: Marketing the future Table of contents Introduction 2 What will the healthcare landscape look like in 2020? 4 Recognising the interdependence of the pharmaceutical and healthcare value chains 8 Investing in the development of medicines the market wants to buy 10 Forming a web of alliances to offer supporting services 12 Developing a plan for marketing and selling specialist therapies 13 Creating a culture that is suitable for marketing specialist healthcare packages 15 Managing multi-country launches and live licensing 18 Adopting a much more flexible approach to pricing 18 Creating a marketing and sales function that is fit for the future 19 Conclusion 22
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2 PricewaterhouseCoopers Seven major trends reshaping the pharmaceutical marketplace The pharmaceutical marketplace is changing dramatically, with huge implications for the industry as a whole. We have identified seven major socio-economic trends. The burden of chronic disease is soaring. The prevalence of chronic diseases like diabetes is growing everywhere. As greater longevity forces many countries to lift the retirement age, more people will still be working at the point at which these diseases start. The social and economic value of treatments for chronic diseases will rise accordingly, but Pharma will have to reduce its prices and rely on volume sales of such products because many countries will otherwise be unable to afford them.
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This note was uploaded on 07/08/2011 for the course BM 501 taught by Professor Kop during the Spring '11 term at Bloomsburg.

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ph2020-marketing - Pharmaceuticals and Life Sciences Pharma...

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