PharmaForce 2017

September 18 - 20, 2017

Hilton Austin, TX

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Discovering Effective Strategies for Sales and Marketing in the Face of Reduced Access to Oncologists

Discovering Effective Strategies for Sales and Marketing in the Face of Reduced Access to OncologistsDiscovering Effective Strategies for Sales and Marketing in the Face of Reduced Access to Oncologists

Oncology breakthroughs are currently fueling significant growth in the market, as well as the competition between pharmaceutical brands for market share. This paper examines the challenges facing pharmaceutical brands today, as well as the strategies for non-personal promotion and boosting the informative value of their messaging that will allow them to continue to break through the competition.

Key topics include:

  • How constricted access to Oncologists is characterizing the market
  • Causes and symptoms of market change
  • Adapting to restrictions in Oncologist access
  • Crafting promotional strategies incorporating non-personal promotion
  • Perceptions of multichannel effectiveness

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Executive Summary

Oncology breakthroughs are currently fueling significant growth in the market, as well as the competition between pharmaceutical brands for market share. As increasingly individualized cancer treatments become available, communicating their value and addressing questions around pricing are essential tasks that sales and marketing have before them. However, even as new opportunities are created and new products are cleared, the ability of traditional sales teams to access Oncologists has steadily eroded. Some respondents have noticed restrictions in HCP access occurring over five years ago, a trend that has now become difficult to ignore as integrated healthcare networks become more common, and with them, face time with key healthcare decision makers grows more limited.

In 2016, it’s not enough to rely on a traditional approach to sales. Marketing across industries has been fundamentally transformed by the advent of digital,and the evolution of coordinated multichannel strategies. In the context of cancer care, consumers and Oncologists alike are being exposed to more sources of information at a faster pace than ever before, and in order for pharma companies to properly inform the market and engage with them around new products, they must adapt. This paper examines the challenges facing pharmaceutical brands today, as well as the strategies for non-personal promotion and boosting the informative value of their messaging that will allow them to continue to break through the competition.










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