Pharma 2020: Marketing the future Which path will you take?

April 4, 2019

The social, demographic and economic context in which the pharmaceutical industry (Pharma) operates is changing dramatically, as we noted in “Pharma 2020: The vision”, the White Paper PricewaterhouseCoopers* published in June 2007 (see sidebar, Seven major trends reshaping the pharmaceutical marketplace).1 All these challenges have major ramifications for the way in which Pharma markets and sells the medicines it develops – the subject on which we shall focus here. The industry has traditionally relied on aggressive marketing to promote its products. One recent study estimates that, between 1996 and 2005, total real spending on pharmaceutical promotions rose from US$11.4 billion to US$29.9 billion in the US (the only country for which expenditure on all major marketing and sales activities is available).2 Another study suggests that the true figure (including meetings and e-promotions) is closer to US$57.5 billion in real terms.

Spotlight

Everest Medicines

Everest Medicines is dedicated to its mission of developing and commercializing novel transformative pharmaceutical therapies for patients in mainland China and other Asian territories. We strive to be the partner of choice for innovative companies around the world with products that address critical unmet medical needs for patients in Greater China and have a high probability of market approval.

OTHER WHITEPAPERS
news image

The Key to Commercializing Revolutionary Gene Therapiesand Other Orphan Drugs

whitePaper | October 27, 2022

In today’s evolving, value-based environment for specialty drugs, hightouch services that enhance patient outcomes are playing an increasingly important role in market access and patient care delivery

Read More
news image

10 Tips on Selecting Cartridge Dust Collection Equipment for Tablet Presses

whitePaper | December 28, 2022

Though tablet compression does not generate large volumes of fugitive dust, safe and efficient collection of whatever dust is created by this process is critical.

Read More
news image

Overcoming The Challenges of Pediatric Formulation

whitePaper | February 15, 2023

Pediatric populations represent the most diverse patient groups in all of medicine. Factors such as individual preferences, physiology, and dosage considerations all serve to complicate drug formulation aimed at pediatric care.

Read More
news image

Determine the right dust collection equipment for tablet press applications

whitePaper | October 13, 2022

Though tablet compression does not generate large volumes of fugitive dust, safe and efficient collection of whatever dust is created by this process is critical. The dust collector linked to the press can contribute to reliable, consistent performance

Read More
news image

MOLECULAR GLUES LANDSCAPE IN DRUG DISCOVERY

whitePaper | June 21, 2022

nduced-proximity targeted protein degradation (TPD) is a ground-breaking strategy in drug discovery that has emerged during the last decade.

Read More
news image

Shifting to an Audience-Focused Product Marketing Strategy

whitePaper | February 24, 2023

The WBR Insights research team surveyed 100 leaders from pharmaceutical companies to generate the results featured in this report. The respondents occupy roles in marketing, sales, commercial strategy, and product development.

Read More

Spotlight

Everest Medicines

Everest Medicines is dedicated to its mission of developing and commercializing novel transformative pharmaceutical therapies for patients in mainland China and other Asian territories. We strive to be the partner of choice for innovative companies around the world with products that address critical unmet medical needs for patients in Greater China and have a high probability of market approval.

Events