Russian Conditions to the health care market – How could the industry adapt?
This spring, I was as lucky to be invited to the Russian Pharmaceutical Phorum, May 23rd, in St. Petersburg.
As there is a lot to develop in the Russian health care system, there are lots of opportunities how the health industry might help out. However, they need to change their view on approach of the market from sales to partner in care. Russian markets, however still growing, will be careful in spending money. And, when you only sell medicine, your business coincides with the price of your product. But when you work together with stakeholders to care for patients you might be a collaborator and your value will go beyond your product’s price.

John Mack, better known as @Pharmaguy from Pharma Marketing news asked me to have an interview with me about this new commercial model for pharma, working customer centric.
Here’s the interview. Having no transcript, I added my pre-interview notes.

Following up the presentation of our project with a pharma company in the Netherlands on How Pharma can enhance its impact and reduce costs of marketing, we present our chalkboard sketch to construe a new commercial model for a pharmaceutical market approach: an approach that would guide the decision makers in the company to construe the right set of activities to focus on accounts with the best chances of success, engage with its decision makers on drug prescription effectively and provide added value to their medicines so as to help care providers to help their patients better.

It is not an easy task to change pharma’s market approach. Ever since 2002, product oriented detaling has been grown into a firmly standardized routine for all pharma companies. But markets have changed in the meantime and have become different by structure, reimbursement and price. Avoiding the commodity trap is challenging. Here is a short review of how we changed in the Netherlands and put customer first.

The pharmaceutical industry is adopting all kinds of programs to innovate their promotion, like closed loop marketing, key account management, customer excellence etc. Here we focus on edetailing as a core aspect for triggering the road map to create more effect and collaboration with customers.

Pharma’s promotion is ever more built on edetailing. Often it is a digital transcription of what has been done in paper brochures. Much more benefits can be gained when one really transfers to digital detailing. See here an excerpt of our training done in Moscow for the Russian situation.