Articles

Pharmaceutical Marketing Operations is in transition. As brand teams shrink and demands grow, particularly in such areas as Medical/Regulatory/Legal (M/R/L) Review and Speaker Management, pharmaceutical executives are increasingly turning to Marketing Operations for help.

Biopharmaceutical marketing’s traditional one-way presentation format continues to evolve into a more interactive model, integrating social media and other digital forums to give patients and physicians access to deeper levels of information tailored to meet their specific need

Belief that today’s commercial model is “broken” elicits a wide range of responses from industry.

In a rapidly evolving commercial environment, training departments need to go back to the drawing board.

There is a jump in demand for data on specialty sales areas. As primary care recedes in relative importance in many — though not all — companies, large-tier companies are focusing more on high-performance specialty brands. The change is not just in scale but in kind, requiring significant operation shifts with serious implications for training.

As the pharmaceutical industry transitions to new customer-centric models a complex payor environment, and higher-level of technology, the traditional sales representative role is shifting to that of a key account manager, and training models are evolving accordingly.

Managed markets is a major focus as pharmaceutical companies—fueled in part by healthcare reform legislation—prepare for the changing commercial landscape. The Annual State of Commercial Operations Benchmark conducted by TGaS Advisors, identified managed markets as one of the most important areas of focus for the industry in 2010. It is likely to remain so in 2011.

By running Commercial Operations like a stand-alone business, executives can sharpen their focus on strategy, tactics and overall performance.

TGaS Advisors brought together digital marketing executives at GlaxoSmithKline, Novo Nordisk, Ortho-McNeil Janssen, Sanofi-Aventis, Shire, Takeda, and other companies to develop consensus on key aspects of FDA Guidelines on social media. Their conclusions, together with benchmark information gathered from 62 brands across 18 companies, are being presented at the DDMAC hearings on, Friday, Nov. 13, by Donna Wray, who heads the Internet and Relationship Marketing Practice at TGaS Advisors.

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The arms race is over, and it’s time to reinvent pharma sales. Here’s what forward-looking companies are experimenting with—and how it’s working.

Companies are exploring new business opportunities and models to better manage operations located around the world.

Experts anticipate that mobile marketing is going to contribute significantly to the pharmaceutical marketing mix in the future.

TGaS Advisors’ vice president Gary McWalters believes the drug industry must rethink its approach to regulatory compliance and how it works with healthcare professionals.

In these tough times, how does pharma see its future? How confident are top executives in the future of the industry and their own company? Does size make a difference? These were among the questions TGaS Advisors asked 20 operations executives from a cross-section of large, mid-tier, and specialty companies for its annual State of Commercial Operations benchmark conducted late last year.

Posted with permission from HBA.

Jim Mercante, Partner, provides insights on the automation of the promotional review/approval process, closed-loop marketing, and the development of organizational groups focusing on innovation in sales and marketing.

Stephen Gerard, Managing Partner and Founder comments on ways in which industry execs will be digging deeper into the 2008 balance sheet.

Donna Wray, Director, Management Advisor provides insights on the tightening restrictions on physician honoraria.