What pharmaceutical marketers can do now to stay ahead of the evolving customer journey

The focus on accelerated development of new modalities for advanced therapies and challenges with complex drug candidates has driven the adoption of novel concepts and technologies in pharmaceutical development and manufacturing.

Incorporation of patient-focused drug design principles is increasingly becoming essential to ensure that a new drug is commercially successful and delivers the best patient outcomes. Often, patient factors and insights are not considered or discovered until the later phases of drug development when dose form, dose strength, and route of administration are already decided. There is tremendous potential benefit of equipping formulators and other scientists with patient insights earlier in the development process so that the drug product can be designed to address the specific needs of target patient populations.

The composition of pharmaceutical tablets and the distribution of ingredients therein can be determined using chemical imaging by vibrational microscopy.

Various aspects of the pharma sourcing process and supplier relationships offer opportunities to advance sustainability and strategic goals. These include alternative raw materials at manufacturing facilities (e.g., biomass and recycled plastic), sourcing of renewable materials (e.g., palm oil), partnering on supplier sustainability, and more.For example, BASF has seen sustainable sourcing begin to matter more for pharma, with a number of pharma companies taking a proactive role, because: