Table of Contents
Marketing Collection - Report Bundle consists of all 13 reports from our Marketing Report Series.
1. Pharma and Gamification: motivating positive outcomes – a primer (August 2013)
2. The Impact of Mobile Health on Patient-Centric Disease Management (August 2013)
3. Innovations in Multichannel Marketing (August 2013)
4. Inside China’s Pharma Sales Force – insights from the frontline (July 2013)
5. Patient-Centricity: Solving the latest pharma puzzle (July 2013)
6. Effective sales and marketing strategies for drugs with companion diagnostics (May 2013)
7. Branded Generics: Strategies and Tactics for Winning in Latin America (April 2013)
8. Digital Doctors: Marketing to Online Networks (2nd Edition) (March 2013)
9. The Top 10 Pharma Companies in 2017 - leading drivers and resistors to growth (March 2013)
10. Pharma and the mHealth Revolution - engaging with mobile-enabled physicians and HCPs (February 2013)
11. Closing the Loop: delivering real-world commercial benefit from closed-loop marketing (January 2013)
12. Driving Brand Value in Emerging Markets -- winning strategies and tactics (January 2013)
13. Big Data in Pharma Marketing (January 2013)
Pharma and Gamification: motivating positive outcomes – a primer (August 2013)
When is a game not a game? When its gamification. Gamification is not about creating games. It is about taking people in directions you want them to go by engaging them and offering them rewards in points, badges or bonuses that signify achievements that are sufficiently meaningful for people to want to compete for them. At its heart gamification is about stakeholder engagement, influencing behaviour and improving outcomes– key goals for Pharma.
Gamification is growing rapidly across many business sectors. All the more surprising, Pharma has been slow to include it as a weapon in its marketing and sales arsenal. Anxieties about regulatory compliance play a role but, more widespread, is an underlying scepticism that gamification is essentially trivial and has no role to play in the serious business of pharmaceuticals and healthcare. Are many in the industry missing a trick?
Gamification is being applied across the healthcare spectrum: simulation training, patient adherence, clinician information, research and medical education. It is being applied by charities, health services and by some of the industries major players such as Boehringer Ingelheim, GSK and Janssen.
A key driver to the adoption and spread of gamification is the widespread use of mobile technology. Games need to be available at the point of need, and multi-channel availability including direct response as well as social media is key to ensuring high levels of usage and measurable feedback.
Which games work, and why? How do you go about developing a game? What is the experience of those already experienced in the field? The answers to these and many other questions can be found in this concise and comprehensive First Word report Pharma and Gamification: motivating positive outcomes – a primer.
The Impact of Mobile Health on Patient-Centric Disease Management (August 2013)
Banks use them. So does the travel industry. And tastemakers are harnessing their power every day. Now, it’s pharma’s turn to explore mobile and digital apps.
In an age where patients are well-informed and thus have a stronger-than-ever sense of ownership over their disease, there is mounting evidence that mobile health apps are affecting outcomes. Well-designed and intuitive, health apps can helping clinicians and healthcare providers better manage treatments, even after they leave the consulting rooms. As a result, patient adherence can improve.
So what’s in it for the pharmaceutical industry? Better health outcomes mean improved market access and greater brand loyalty. What’s more, as pharma taps into the mobile health industry—set to grow to US$30 billion in three years, according to some estimates—real world data looped back from platforms will have far-reaching implications for drug development and clinical trials.
Through The Impact of Mobile Health on Patient-Centric Disease Management, FirstWord explores the emerging and exciting world of mobile and digital health apps. Based on interviews from nine industry experts, reviews of clinical and commercial opportunities and case studies, the report offers insight into app development, integration, and how the industry can capture the market now and in the future.
Innovations in Multichannel Marketing (August 2013)
FirstWord goes beyond the multichannel marketing hype to explore what multichannel marketing (MCM) really means for Pharma today, and what it holds for the future.
With Pharma sales forces in steep decline, marketers are faced with the challenge of reaching customers with the right content, at the right time, through multiple traditional and digital channels. They must also change the mind-set of internal stakeholders and convince them to embrace a new way of working.
This crucial report explores the essential ingredients of an effective multichannel marketing model, through the direct experiences of senior marketers at top Pharma companies, including GlaxoSmithKline, AstraZeneca, Pfizer, Sanofi Pasteur MSD and Lundbeck, as well as MCM powerhouse, Google.
These global MCM opinion leaders share their perspectives on key trends such as digital and mobile communications, Big Data, customer centricity, patient empowerment, and closed-loop marketing (CLM).
Innovations in Multichannel Marketing is a must-read for forward-thinking marketing and sales professionals.
Inside China’s Pharma Sales Force – insights from the frontline (July 2013)
In 2011, China’s pharmaceutical sales force exceeded that of the U.S. for the first time. However, very little data is available on China’s sales operations and tactics. FirstWord’s new report sheds light on how Pharma is using its still-expanding Chinese sales force, with exclusive insights from sales managers at multinational and domestic companies.
China’s economy is one of the fastest growing in the world, and its pharmaceutical industry is also experiencing extremely rapid growth. Just as in the U.S., Japan, and Europe, China’s pharma industry is also being transformed – with moves towards universal healthcare coverage, more ethical practices, and greater use of digital channels. However, China’s unique geography, government, and culture mean that local knowledge is essential to bring an understanding of what is happening on the ground.
In creating this much-needed report, FirstWord interviewed seven regional and district sales managers at western pharmaceutical companies operating in China. FirstWord also conducted interviews with regional and national sales managers at two Chinese companies to ascertain the differences in the way local and multinational companies operate their sales teams.
Along with exclusive research, this report is packed with useful information about China’s pharmaceutical industry, including an overview of the key Pharma companies investing in China, a city tiers reference, and a China-specific definition of a Key Opinion Leader.
Whether or not your company has a presence in China, understanding the Chinese sales force gives you a significant competitive edge. Download this illuminating new report today!
Patient-Centricity: Solving the latest pharma puzzle (July 2013)
Patients have voices. And they’re making themselves heard. Better informed and aware than ever before, thanks to online websites, forums and research libraries, the empowered patient has become a formidable force to be reckoned with. The question is: how is pharma responding?
Increasingly, the answer has been patient-centric departments within organisations, who have launched everything from awareness/education campaigns and apps to patient support programmes across multiple platforms. Yet, to date, such programs lack the deep background needed to truly access patient input. What’s more, there is no broad consensus on patient-centric practices, nor are there standard operating procedures. That is, until now.
In Patient-Centricity: Solving the latest pharma puzzle, FirstWord gathers the collected wisdom and shared intelligence of industry experts currently engaged in patient affairs. Over six parts, the report explores the myriad unknowns of patient empowerment and provides a critical overview that aims to establish a broad consensus, best practices and insight into how to integrate patient-centricity into the pharma business model.
Effective sales and marketing strategies for drugs with companion diagnostics (May 2013)
To fully exploit the commercial advantages of companion diagnostics, Pharma companies need to rethink fundamentally their drug development and marketing strategies.
Everyone is a winner with companion diagnostics. The ability to accurately diagnose specific patient subsets is allowing drugs to be targeted only at those patients who will respond to treatment. Patients benefit from effective treatment and reduced side effects. Payers benefit from drugs that are now only used in patients for whom they are effective whilst the pharma industry, cautious about the potential impact of lower prescribing volumes, can benefit in the long term from effectively positioning its product.
Despite these advantages there remain a number of challenges for the sector. Regulation has failed to keep up with the speed of market development, differing cultural preferences - sharply contrasted in the US and Europe - are affecting take up, not all stakeholders are sufficiently informed and onboard while the uncertain reimbursement status in some markets is frustrating the sector’s development. What can Pharma and Diagnostic companies do to effect change?
Branded Generics: Strategies and Tactics for Winning in Latin America (April 2013)
It’s a $66 billion market—and getting bigger every year. The time is ripe for action. Yet for all the appeal and potential returns of investing in Latin America’s burgeoning branded generics market, there are hurdles.
For pharma companies seeking entry into the diverse, complex and emerging Latin American market, challenges exist on all fronts. Consumers have an embedded preference for known brand names or cheap alternatives. The sector is increasingly becoming consolidated. Regulatory reforms continue to favour local manufacturers. And politics across borders are as diverse as official reimbursement policies.
Yet one thing remains constant: The moment to invest in the Latin American branded generics market has arrived.
Like a clear roadmap across complex terrain, Branded Generics: Strategies and Tactics for Winning in Latin America offers critical knowledge into how pharmaceutical companies can leverage their global experience into a region transitioning from sales to marketing models. Filled with on-point information and insights into everything from the importance of long-term commitment to building consumer loyalty amongst the rising middle class, the dossier lays bare the issues—and answers—to making profitable in-roads.
Digital Doctors: Marketing to Online Networks (2nd Edition) (March 2013)
As smartphones and tablets become ubiquitous among physicians, there are more ways than ever for doctors to stay connected with each other and collaborate meaningfully. Established online communities are becoming more sophisticated, and new professional networks for healthcare professionals are springing up the world over, and reporting extremely rapid growth. The landscape of physician networking and online communities is evolving fast, with a recent trend towards global consolidation.
For anyone with an interest in engaging with physicians, the explosion of physician networking is exciting, but can also be overwhelming.
FirstWord’s up-to-the-minute report on physician communities – Digital Doctors: Marketing to Online Networks (2nd Edition) – is your definitive guide to the leading online physician networks in both developed and emerging markets: What are they? How are doctors using them? And how can you bring real value to prescribers through these new media channels?
The Top 10 Pharma Companies in 2017 - leading drivers and resistors to growth (March 2013)
With many of the world's largest pharmaceutical companies continuing to face the loss of patent protection for key drugs, and with the threat of biosimilar competition looming large, news of breakups, spinoffs and acquisitions fill the headlines.
Which companies will ride these turbulent waters and stay on top? What new and existing products will drive their success, and which drugs are going to see the greatest declines?
No single organisation has all the answers. That’s why FirstWord has combined and distilled extensive analysis from experts in many fields to predict the top 10 Pharma companies in 2017.
To stay ahead of your competition, you need to have the best intelligence at your fingertips. Download this powerful report today.
Each of the top 10 pharma companies for 2017 has its own report, providing an overall sales forecast, individual sales forecasts for the top 5 drivers and resistors, and a detailed account of the key catalysts that will have an impact on those products, such as forthcoming trial results, new competition, and generic incursion.
• The top 10 (sorted alphabetically)...
Johnson and Johnson
Merck and Co
Unlike other pharma reports on the market, FirstWord has drawn on a wide range of respected sources – including investment bank and equity research, analyst briefings, news sources, and company publications – to bring you consensus forecasts, insightful, in-depth analysis, and unbiased predictions for the future leaders of the industry.
Pharma and the mHealth Revolution - engaging with mobile-enabled physicians and HCPs (February 2013)
The media’s dubbed them ‘a doctor in your pocket’ and ‘health care helpers’. Yet despite the explosion of mobile apps in other industries, pharma has generally been slow to exploit the possibilities they represent. What are the hurdles facing the industry and who are the leaders overcoming them? How can companies develop a mHealth approach that both addresses end-user needs and key messaging? What does pharma need to know about regulatory and legal hurdles?
Concisely written and expertly researched, this FirstWord Dossier report succinctly addresses the issues surrounding the emerging mHealth industry—and finds the answers.
Closing the Loop: delivering real-world commercial benefit from closed-loop marketing (January 2013)
Over the past decade, closed loop marketing (CLM) has been a buzzword in pharma marketing. Yet few companies employing it exploit its full potential, stymied by regulatory bottlenecks, cost, delays to implementation and data overload. What can be done to move firms away from basic data collection and into sophisticated and effective CLM? How can companies overcome and better manage the existing problems surrounding CLM? Can CLM be incorporated smoothly into a multichannel environment?
Setting a new benchmark in CLM knowledge, FirstWord’s report offers comprehensive insights not only into the benefits of CLM, but how to obtain them.
Driving Brand Value in Emerging Markets -- winning strategies and tactics (January 2013)
Your key to breaking new ground in emerging markets.
It’s a case of old versus new: established markets with stagnant, single-digit growth in sales versus double-digit performance in emerging markets. Yet much as the BRIC (Brazil, Russia, India, China) countries and others hold enormous potential, success has not always been assured. What defence mechanisms exist for brands to tackle the threat of cheap and poorly manufactured generics? How must pharma adapt to domestic business practices to ensure pro-active relationships with local distributors? How do in-country partnerships, networks, and the positioning of established brands work in these markets?
Insightful, pertinent and dynamically presented, FirstWord’s newest report is designed to share critical knowledge and experience to those challenged with establishing brand presence in emerging markets.
Big Data in Pharma Marketing (January 2013)
Big data - the huge volume of digital data generated worldwide - continues to grow exponentially, opening up new opportunities and creating new challenges for the healthcare, pharmaceutical and biotech industries.
As society adapts to new activities and technologies that generate ever-greater quantities of data relevant to pharma, it is fast becoming a marketing tool that cannot be overlooked. Exactly how best to use big data has yet to be established, but recent research indicates its potential worth in market research, product pricing, patient support and education, and more. The very scale of big data and the difficulty of working with it pose difficult questions about data capture standards and the protection of privacy while accessing invaluable information. Who, for example, provides the expertise?
This comprehensive study will prove an essential companion for anyone hoping to understand big data and its role in pharma marketing.
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