医药营销3.0关键在于患者健康教育

梁亮 转载自 Progressions Building Pharma 3.0 | 2013-09-11 18:10 | 收藏 | 投票
关键字:医药3.0患者教育 

 This shift is in fact the second major wave of change to strike the industry in recent years. For the last decade or so, pharma companies have already been reinventing their business models as the patents on some of their biggest blockbuster drugs drew close to expiration and it became clearer that existing pipelines would not be sufficient to fill the gap. As the industry moved from Pharma 1.0 (the blockbuster model) to Pharma 2.0 (today’s pharmaceutical industry), companies sought to replenish their pipelines, boost revenues and “variablize” fixed costs. They diversified away from blockbusters into portfolios of more-targeted drugs in strategic therapeutic areas, as well as into other segments such as over-the-counter (OTC) medicines, generics, animal health and consumer products. They brought increased focus and discipline to managing for the bottom line with aggressive cost-cutting measures, including standardization and outsourcing. And as emerging markets came into their own, pharma companies expanded their geographic footprints

to increase efficiencies and tap new sources of revenue. In short, Pharma 2.0 has been about moving to a cost-efficient, diversified product/market model.
Even as pharma companies have been grappling with these challenges, they are being propelled forward to the next iteration of significant change: Pharma 3.0. In Pharma 3.0, companies will succeed or fail based not just on how many units of a product they sell, but rather increasingly on their ability to improve health outcomes, with patients and payers squarely in the middle of the model. Pharma 3.0 does not supplant Pharma 2.0 as much as supplement it. Even as companies concentrate on the challenges of 3.0 (with new business models to better manage health outcomes), they will sustain focus on meeting unmet medical needs and expanding access to their products.
个人简介
每日关注 更多
梁亮 的日志归档
赞助商广告