Pharma marketing in 2011: Where will it take us?

As we embark in the new year, I encourage you to read the latest issue of  DTC Perspectives which includes great forecasting about the opportunities and challenges ahead for pharma.

Here are a few of the sentiments that I contributed to this issue:

• The biggest opportunities in 2011 will require sweeping changes in the way pharma companies are organized and serve their customers.
• Putting the consumer, rather than a brand, at the epicenter will ultimately help the product.
• By supporting the patient’s entire treatment journey the consumer will be better informed and more engaged throughout the product lifecycle.

I’d also like to highlight segments from a Q&A that I did with DTC Perspectives Editor Jennifer Haug:

Where do you see the biggest opportunities / growth areas for pharma marketing in 2011?

There’s great promise on the horizon. I’ve seen early signs of innovation which should eventually bear fruit for patients and physicians, as well as the industry itself in the years ahead. It gives me great hope to see a few leading pharma companies moving away from the traditional promotion of brands and taking the first steps toward supporting the patient’s entire treatment journey. These leaders are laying the foundation for meaningful support at the point of care that continues throughout the stages and challenges that come with chronic disease – from diagnosis to life-long management.

The biggest opportunities however will require sweeping changes in the way pharma companies are organized and serve their customers. (read more)

Where are the biggest challenges for healthcare marketers and media “owners” in the new year?

With healthcare reform taking hold in the coming year, there will be increased demand for delivery on the promise of improved health outcomes. In order to do so, the successful healthcare marketer will need to put the physician back at the center of managing patient care, and provide the tools, information, and support needed to enable that physician to be successful with each and every patient. Similar to my earlier thoughts, this will require that pharma companies look across the franchise to bridge the patient’s treatment needs throughout their journey. (read more)

Ultimately, I believe that focusing on the patient’s needs and concerns over product promotion will help our industry build credibility and reshape opportunities for successful partnerships in the new year. I also strongly believe in paying attention to the specific needs of local markets, rather than assuming that what works in one market will work for another globally (read more about my thoughts on this in Investor’s Business Daily).

Best wishes for a prosperous 2011,

Gene

Comments

[techiebiotechmarketer]

Patient journey is certainly the direction moving forward. Today's marketers need to influence at every point along that journey; understanding how to allocate resources accordingly.