行销分析（全英文）

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1、PharmaMarketing&SalesBeyond2005CapGeminiErnst&YoungEyeforPharma,Amsterdam22October2001天马行空官方博客：http://t.qq.com/tmxk_docin；QQ:1318241189；QQ群：175569632TheindustryiscurrentlyfacingachanginglandscapethreateningitshistoricalprofitabilityMorecomplexsetofinfluencersUnsustainablesalesforcearmsraceIncreasin

2、gavailabilityofconnectingtechnologyRelianceonblockbustersMarginserosionEmpoweredpatientMostcompaniesarerespondingtothesechallengesbyinvestingintheirmarketingandsalesactivitiesMajorinvestmentinenablingtechnologies“RochePharmaceuticals(Italy)isdeployingSiebelePharmaamongits700medicalrepsandsupportsta

3、ff.Thegoalistodevelopasinglecomprehensiveunderstandingofitscustomerbasebyenablingtheseprofessionalstocompileandsharecustomerinformation.”Siebel.comCaseStudy-2000MarketingandsalesisbecomingthecriticalbattlegroundforPhamacompanies“Wecannotcontinuetogrowaswehaveinthepastbyrelyingonsciencealone…weareex

4、pandingoursalesforceby30%overthenext18months”.RGilmartin,CEOMerckDec2000Dramaticsalesforcerecruitment“In2000,theglobalmarketingbudgetofClaritinexceededthatofCoca-cola”.TheEconomist,April2001MassivemarketingexpenditureLastmonth,GSKconducteditsbiggest-everUSlaunchwithAdvair,anewasthmamedicine.Thelaun

5、chinvolved2,300salesrepscontacting70,000doctorswhowrite80%ofasthmaprescriptionsinthefirstweek,backedbyamassivetelevisionadvertisingcampaign.FT.comApril2001Highimpactproductlaunches"Traditionaldetailingisstillimportantbutwillneedaugmenting.Lillyhasbeenrunninganumberofpilotschemes…oneforremotee-detai

6、linginvolvesthousandsofdoctorsintheUSandScandinavia.”NewtCrenshaw,e-Lilly,FTApril2001Innovationsine-BusinessLookingbeyondthecurrentwaveofinvestment,whatdoesthefuturehold?PharmaBeyond2005?BlockbusterLaunchesIndustryConsolidationCRMe-detailingSalesforceExpansionToday’sworkshopisaboutpreparingforthefu

7、ture-beyond2005WorkshopObjectivesToexplorethedrivingforcesshapingtheindustryToreviewtheimplicationsforthekeyplayerswhatitwilltaketowininthepharmamarketplacein2005andbeyondToidentifytheactionsneededtoprepare