加盖双子星座对 Pharma的销售的分析.ppt

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1、PharmaMarketing&SalesBeyond2005CapGeminiErnst&YoungEyeforPharma,Amsterdam22October2001TheindustryiscurrentlyfacingachanginglandscapethreateningitshistoricalprofitabilityMorecomplexsetofinfluencersUnsustainablesalesforcearmsraceIncreasingavailabilityofconnectingtechnolo

2、gyRelianceonblockbustersMarginserosionEmpoweredpatientMostcompaniesarerespondingtothesechallengesbyinvestingintheirmarketingandsalesactivitiesMajorinvestmentinenablingtechnologies“RochePharmaceuticals(Italy)isdeployingSiebelePharmaamongits700medicalrepsandsupportstaff.

3、Thegoalistodevelopasinglecomprehensiveunderstandingofitscustomerbasebyenablingtheseprofessionalstocompileandsharecustomerinformation.”Siebel.comCaseStudy-2000MarketingandsalesisbecomingthecriticalbattlegroundforPhamacompanies“Wecannotcontinuetogrowaswehaveinthepastbyre

4、lyingonsciencealone…weareexpandingoursalesforceby30%overthenext18months”.RGilmartin,CEOMerckDec2000Dramaticsalesforcerecruitment“In2000,theglobalmarketingbudgetofClaritinexceededthatofCoca-cola”.TheEconomist,April2001MassivemarketingexpenditureLastmonth,GSKconductedits

5、biggest-everUSlaunchwithAdvair,anewasthmamedicine.Thelaunchinvolved2,300salesrepscontacting70,000doctorswhowrite80%ofasthmaprescriptionsinthefirstweek,backedbyamassivetelevisionadvertisingcampaign.FT.comApril2001Highimpactproductlaunches"Traditionaldetailingisstillimpo

6、rtantbutwillneedaugmenting.Lillyhasbeenrunninganumberofpilotschemes…oneforremotee-detailinginvolvesthousandsofdoctorsintheUSandScandinavia.”NewtCrenshaw,e-Lilly,FTApril2001Innovationsine-BusinessLookingbeyondthecurrentwaveofinvestment,whatdoesthefuturehold?PharmaBeyond

7、2005?BlockbusterLaunchesIndustryConsolidationCRMe-detailingSalesforceExpansionToday’sworkshopisaboutpreparingforthefuture-beyond2005WorkshopObjectivesToexplorethedrivingforcesshapingtheindustryToreviewtheimplicationsforthekeyplayerswhatitwilltaketowininthepharmamarketp

8、lacein2005andbeyondToidentifytheactionsneededtoprepareforthefutureOurapproachiscentredontheidentificationofthe‘Megatr