New (DNA-based) ways of drugs discovery render more (potential) medications for ever more personalized medicines – It impacts their organizational and marketing substantially.

How is the pharmaceutical industry going to support patients effectively, when numbers of targeted patients appear to fall because of (the need of) individualization by personalized medicine?

The global markets challenge the position of the pharmaceutical human businesses with different demands, like ways of pricing, patient orientation and ESG (environment, sustainability, and governance) to name a few. Some of these are kind of developments to which the industry has the competence to adapt easily, as history has witnessed.

What is new is the fact that the industry finds itself in an accumulation of characteristics acquired in its development since its origine. It has brought the industry in the current beneficial shape, its volume and routines of doing business. But that is up to now.

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.