Articles
Shifting the operational model in pharmaceutical sales and marketing: An entrepreneurial approach

Shifting the operational model in pharmaceutical sales and m...

In the first piece of a two week pharmaphorum series looking at new sales and marketing approaches, Martin Hogan and Christopher Williams ask whether pharma is being entrepreneurial enough in response to the changing customer environment. The problems facing the industry, both from external forces and internal operational challenges are many and manifest. The industry is wrestling with portfolio changes across the board - a distinct shift for most from a GP, primary care led portfolio to specialist, secondary care based, and the rate and pace of these shifts is being felt everywhere...

Articles
Social software - Reconstructing the market boundaries of pharmaceutical sales

Social software - Reconstructing the market boundaries of ph...

As social media flourishes and new technologies emerge to support the trend, Danny Lieberman challenges pharma to take a fresh look at the sales approach and embrace these new media to better engage with customers. Pharmaceuticals and Kirby vacuums: The last bastions of door-to-door sales? A medical representative operates in the center of a “cluster” of doctors that they personally know and meet with face-to-face...

Articles
Unifying the prescriber influence network (part II)

Unifying the prescriber influence network (part II)

In the second of this two part series, Cisco and Exploria follow on from their review of the challenges to pharma promotion across influence networks with some potential solutions. So, if these are the challenges, what is the solution? We believe the way forward lies in greater personalization, enabled through the seamless integration of intelligent content management systems with unified communications...

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