Pharma S&M Analytics - Tata Consultancy Services

Possible Strategies
Some possible strategies to comply with current prevailing regulatory environment from an Sales & Marketing
perspective are listed in this section. An unbiased approach in terms of communication, education to physicians to
improve prescribing habits and in turn patient outcomes are based on:
• Appropriate and right communication to right customers.
• Evaluating type, ways and means of communication.
• Validation of communication.
Promotional activities with focus on providing optimal cost effective treatments are based on:
• Physician-patient interests
• Meaningful and effective communication that can balance the business and customer benefits.
• Third-party financial arrangements should incentivize compliance all along the supply chain.
Focus on pharmacovigilaince and drug safety activities that have tremendous impact on entire product life cycle
(PLC) are based on:
• Tracking adverse effects and untoward side effects for the marketed product in a proper form or method.
• Post market surveillance studies
Changing Customer - Market Dynamics
Pharmaceutical industry is witnessing one of the greatest transformations in terms of customer–market dynamics.
Not only the key changes like emergence of specialty and super specialty segments, increased regulatory
constraints, focus on sub groups in various therapy areas and information explosion in recent times have made the
situation complex, but also complicated for the pharmaceutical companies to have a right and meaningful market
strategy that can address customers in an appropriate way.
Past Scenario in Customer-Market Dynamics
• Majority of doctors were general practitioners and physicians
• Specialty medicine and super specialty were at the verge of emergence
• Needs, wants and expectations were not given importance in company’s expectations
• Products had clear cut benefits over predecessors
• Scientific data was simple, understandable and easily interpretable
• Manageable R&D costs and less burden on Sales & Marketing teams
• Congenial and flexible regulatory environment with very less specifications and norms
• Less legal and insurance hassles
Current and Emerging Scenario in Customer-Market Dynamics
• Emergence of sub-groups as important areas of focus
• Specialty and super specialty segments
• Emergence of physicians as ‘valued partners’
• Patient as a focal point
• Direct to consumer marketing
• Healthcare network
• Personalized medicine
• Rising R&D costs
• Increased medical and regulatory constraints
• More legal and insurance hassles
Changing Scenario in Sales and Marketing of Pharmaceutical Industry: Role of IT
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