Monthly Archives: April 2016

Understanding Centricity Antonio Pesqueira

Making the Multichannel Marketing (MCM) Strategy Relevant in Life Sciences: 2016 perspectives (Part IV)

Online and digital are no longer meaningless concepts to most of the patients, where a large percentage of them across most of the EU countries are using already apps to compare drug prices, learn more about diseases, search for new physicians (2nd opinions) or treatments. In this growing environment are the current pharma companies being able and flexible to support the necessary knowledge development on their products and with that leverage not only the patient’s awareness around the product, but as well the doctor’s knowledge and engagement? How important is the word-of-mouth for Pharma in 2016?

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How Multichannel Marketing (MCM) Can Lead to Real Customer Centricity Growth: Key Success Factors in Pharma (Part III)

As more information and knowledge shifts to physicians and customers, companies will need to dedicate more time to customers listening, targeting, profiling, reflecting and building deeper and sustainable relationships.
In this digital age, new channels and tools to engage physician’s surface on a daily basis, however of most marketing and sales structures of pharmaceutical companies remains the same as 10 years ago and hasn’t changed much in those 10 years.

Understanding Centricity Antonio Pesqueira

The rise of Multichannel Marketing and Digital in Pharma: A Business Necessity (Part II)

Although pharma continues to struggle in this new complex terms, the access to physicians, markets and information is getting harder and all the related barriers increased and more difficult to fight with.
Pharmaceutical companies operating in the global marketplace are realizing that in order to derive their revenues should be able to deliver in a more systematic way innovation and critical business value, being also able to find and search new innovative business models that allows the company to have a better perspective in a larger competitive canvas.

Understanding Centricity Antonio Pesqueira

Enabling Multichannel Marketing and Digital in the Pharmaceutical landscape (Part I)

More than ever the Pharmaceutical industry is trying to maintain the business dynamics and past rhythm while is being forced to adapt to a growing competitive market, to found new answers to new problems resulted from expiring patents scenarios, revenue gaps, more rigid access to physicians, strict guidelines from the FDA or EMA and increasing regulatory scrutiny.