CAN PHARMA BREAK THE SHACKLES OF THE SHORT TERM SUGAR HIT?
Innovation, disruption and new paradigm have become marketing buzz words; social media offers more meaningful customer engagement than traditional advertising; and hyperconnected communities are skilfully leveraging the internet to wield new found power. Of all the industries adapting their business models to the changing dynamics of marketing and communications, the pharma industry in Australia seems slow to react. It need not be so.
The secret to successful medical communications
This 4-part series provides a framework for the development and delivery of a successful medical communications campaign. Part 1 focuses on identifying a genuine need. Part 2 provides a systematic approach to the strategic planning process and Part 3 focuses on the importance of, and difference between, the objectives and the purpose. The series culminates with a real-life case study that successfully pulled all these elements together.
HOSPITAL TENDERS AND THE ‘VALUE PURCHASING’ PARADIGM
Over the past 10 years the pharma industry has undergone significant change, much of which was predicted by industry pundits. An analysis we conducted back in 2013 identified ‘future trends’ that are now percolating to the surface, not least is the shift from ‘unit pricing’ to ‘value purchasing’. Needless to say, ‘value’ will be a feature of the upcoming series of Australian hospital pharmaceutical tender negotiations.