An interconnected landscape

The Pharmaceutical World: Then... and ...Now

Dramatic changes have been seen in healthcare over the last decade.

• General Practitioners were the dominant decision-makers and influencers in prescribing choices;
• Product approvals were straightforward - with efficacy, safety and quality as the key criteria for approval and reimbursement;
• Margins in the pharmaceutical industry were high - enabling more investments in new research and development (R&D) activities;
• Traditional sales force structures and roles were effective as 'share of voice' was a successful strategy within the market place.

• Many more decision makers and influencers are involved in shaping prescribing choices such as public health authorities, health insurers and medical specialists;
• Patient Advocacy groups, which represent patients across a broad spectrum of diseases and countries, are increasingly participating and influencing decision-making debates with the patients’ voice becoming ever more important;
• Product approvals are no longer straightforward with products now also having to demonstrate differentiated and incremental medical value as well as economic value;
• Margins are therefore lower and R&D costs for more complex products are higher;
• New roles and approaches are developing within customer-facing teams to allow different competitive strategies within the market place.

In addition to the above, advances in technology are also changing how healthcare companies, doctors/care-givers and patients are communicating with each other.

Watch the stakeholder videos below to understand more.