Too Many Tech Solutions? Six Ways to Really Integrate Sales and Marketing

Posted by Namita Kalyan on Fri, May 02, 2014

We’ve all heard the statistics. It sometimes feels like every presentation starts the same: “The traditional pharma sales rep is becoming outdated as changes in the marketplace drive a shift in customer behavior. Access restrictions are increasing, with digital interactions replacing one in every four reps. Technology adoption is spreading, with customers spending 11 hours a week online for work purposes. Channel preferences are changing, with 67% of MDs rating digital media as their preferred information source. And finally, the locus of control is shifting away from physicians as the sole decision maker.”


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Blockbuster Drug Boycott? What ESI’s Sovaldi Threat Means to Big Pharma

Posted by Bill Coyle on Wed, Apr 23, 2014

Pharmacy benefit manager Express Scripts (ESI) recently threatened to form a coalition of customers and network members that would drop coverage of Gilead’s much-heralded, yet costly hepatitis C drug Sovaldi once viable competition arises. ESI’s announcement sparked conversations throughout the U.S. pharma industry, especially among companies coming to market with specialty drugs in the next one to two years, namely:


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Surprising Truths About Customer-Centric Marketing

Posted by Pratap Khedkar on Tue, Apr 08, 2014

I’m often asked to define customer-centric marketing (CCM) in pharma. The best way to answer that question begins by saying what CCM is not—it’s not customer focus, because we already have plenty of that in the industry, and, more important, it’s not just multichannel marketing, which has become more about adding channels to your mix. And it’s not just about inventing wonderful new products and value-add services, though that always helps. We still have to interact and communicate with the customer about our portfolio.


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Bringing Marketing and Technology Together for Digital Impact

Posted by Pete Mehr on Tue, Mar 11, 2014

The digital age has produced countless new ways for marketers to reach and engage customers. While digital media provides a significant opportunity for marketers to personalize and customize their promotion campaigns, it can put significant stress on the company itself. In fact, many companies are currently not able to fully leverage the opportunities that digital media provide due to organizational constraints. In essence, the new marketing capabilities are outstripping most companies’ ability to fully leverage those capabilities. 


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