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.

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.

In an era of increasing diversification of print, broadcast and online media outlets, how can life sciences companies maximise the efficiency and impact of their communications channels?
What specific strategies should life sciences companies employ to ensure they get the maximum benefit from digital communications channels such as social networking sites and blogs?