Increasing financial and regulatory hurdles, declining research productivity, a shift towards secondary care, increased payor interventions and important new stakeholders all require that a more indirect sales model and new marketing strategies are needed in order to maximise product value. Therefore optimising return on investment from drugs that are launched is critical.
Market analysis indicates strongly that sales in the first 9 months post-launch are the basis of long-term brand success and it is the activities undertaken in the pre-launch phase that are critical to ensuring this success.
The HealthCare 21 approach is centred on media-rich programmes that shape products and markets and enhance the value of brands throughout the development process, including
- greater educational emphasis rather than promotional content in product messages.
- more effective targeting and tailoring of messages to audience needs.
- greater transparency and international consistency of product-related communications.
- building of productive, mutually beneficial, long-term relationships with all stakeholders.
