The Top 10 Trends for Pharma Marketers in 2016

Πηγή: Intouch Team

Another end-of-the-year top-ten list? Another article about trends? Who cares?

Well … you should.

Trendspotting is much more than being trendy or sounding cool. Done right, it’s far more important. It’s about seeing what’s turning from hot topics into long-term movements and what’s influencing the evolution of our industry. It’s not only about finding new ideas, but seeing which ones are truly driving change.

And while there are many trends in marketing, tech, and healthcare, only a select group of key issues will realistically intersect to affect pharma marketers’ work in the year ahead.

We believe these are those issues — the macro-trends that will directly affect pharma in 2016. Here, we describe them, we dissect them, and we break them down into what they mean to you, the pharma marketer.

1. Mobile use drives the need for simplicity

Desktop computer Internet use remains steady, but mobile use continues to skyrocket and has officially surpassed the desktop. Mobile messaging is the killer app for devices, and mobile-messaging commerce may prove to be the killer app’s killer app as consumers pay for more and more using phones. As it moves from a coffee, to a yoga session, to a prescription co-pay, to a specialist visit, we’ll see mobile payments affecting healthcare more and more.

That same mobile activity carries a new paradigm of consumer expectation. We want what we want, whenever we want it, wherever we are — and it has to be easy. This also goes for everything from healthcare answers to, perhaps, healthcare itself.

Effective apps bring simplicity. Users are on the go and overwhelmed by choice and information, so concise function and flawless responsive design are mandatory. We want clever austerity — calm tech that patiently performs in the background.

Pharma isn’t quite there yet when it comes to delivering mobile commerce or even simple, useful apps that customers download and use again and again. Will 2016 be the year?

Experts predict that Pfizer will overtake Novartis in 2016

Pharmafile | Joel Levy

The year 2016 is set to see continued growth in research and development productivity, with significant new drug launches and a limited impact of patent expiries, according to a new report. The report claims blockbuster drug launches will continue to set the tone in 2016, with a dozen therapies seeking FDA approval next year. Roche is set to cement its position as one of the most efficient drug developers by having some of the biggest launches in 2016 – including the multiple sclerosis drug, ocrelizumab, developed by subsidiary Genentech.

Unlike past years, patent expiries will have minimal impact on some companies, thanks to the remaining difficulties of bringing biosimilars to the market in the US. AbbVie’s best-selling drug, Humira (adalimumab), will lose exclusivity in the US in 2016, but is not forecast to lose much of its $16 billion sales, and will remain the industry’s top seller. Despite this, investor confidence in the sector may be affected by increased scrutiny by policymakers around drug pricing and tax avoidance strategies, as seen with Pfizer’s recent takeover of Allergan and tax inversion plan.

Sanofi-Boehringer talks may flag more swaps ahead for 'merger lunacy' in 2016

Is the swap bound to be pharma's next M&A pattern? At the point when dealmakers tot up the upsides of Sanofi and Boehringer Ingelheim's benefit exchange talks- - and add them to the huge GlaxoSmithKline-Novartis swap-out prior this year- - they may catch up with deal game plans of their own, M&A specialists say.

In spite of the fact that advantage swaps are more confused than your normal money buyout, they can likewise help drugmakers hit more than one objective without a moment's delay. By exchanging its creature wellbeing endeavor, Merial, for Boehringer's customer wellbeing unit, Sanofi not just says farewell to a unit it had stamped for transfer, additionally picks up a main spot in the buyer business.

Pharma companies ‘among happiest places to work’

Five pharmaceutical companies have placed in a top 50 of the happiest companies in America listing, based on reviews by employees, with two leading drugmakers making the top three. 

 

Amgen, Novartis, Johnson & Johnson, MSD and Pfizer all ranked in online career community CareerBliss’ sixth annual 50 Happiest Companies in America awards list. The survey is compiled using thousands of independent company reviews submitted to the CareerBliss site by employees between 2014 and 2015. 

The survey takes into account eight weighted factors relating to a happy working environment, including: work-life balance, an employee’s relationship with his or her boss and colleagues, the office environment, job resources, compensation, opportunities for professional development, and company culture.

Ο Γενικός Διευθυντής της Ευρωπαϊκής Ομοσπονδίας Ενώσεων Φαρμακευτικών Βιομηχανιών στο Υπουργείο Υγείας

Περίπου μιάμιση ώρα παρέμειναν στο Υπουργείο Υγείας ο  Ο Γενικός Διευθυντής της  EFPIA Richard Bergström και οι επικεφαλής του Συνδέσμου Φαρμακευτικών Επιχειρήσεων Ελλάδας (ΣΦΕΕ), καταδεικνύοντας μια πιθανή αλλαγή κλίματος στη σχέση Αριστοτέλους – Φαρμακοβιομηχανίας. Η συνάντηση ήταν ιδιαιτέρως παραγωγική, με όλα τα ζητήματα που απασχολούν το Φάρμακο να τίθενται στο τραπέζι.

Ήταν, μάλιστα, η παρουσία του κ. Bergström που φέρεται να έδωσε ώθηση στην κουβέντα και στη διάθεση να βρεθούν τρόποι να ξεπεραστούν τα εμπόδια που έχουν προκύψει στη φαρμακευτική πολιτική, με τις δραστικές μειώσεις στις τιμές και το claw back και στην ενδονοσοκομειακή δαπάνη φαρμάκων.

Εκτιμάται, λοιπόν, ότι η EFPIA θα διαδραματίσει ουσιαστικό ρόλο στη διαμόρφωση του πλαισίου στο οποίο θα εφαρμοστούν τα νέα δεδομένα, προσφέροντας πολύτιμες πληροφορίες για τα βιώσιμα μοντέλα και πρακτικές εξοικονόμησης που ισχύουν στις υπόλοιπες Ευρωπαϊκές χώρες, πρακτικές που δεν θα στηρίζονται μόνο στο claw back.

Takeda – Νέες Επενδύσεις στην Ελλάδα

Η ιαπωνική εταιρεία, δηµιούργησε στην Ελλάδα hub µέσω του οποίου ελέγχονται όλες οι αγορές των Βαλκανίων στις οποίες έχει παρουσία.

Όπως εξηγεί ο CFO της Takeda Hellas, Ευθύµης Γιαννούλης, η ελληνική αγορά παραµένει εξαιρετικά σηµαντική για τον ιαπωνικό όµιλο και η επένδυση που πραγµατοποιήθηκε για τη δηµιουργία του hub εντάσσεται σε αυτήν τη στρατηγική. Η συγκυρία στο εγχώριο real estate ήταν ευνοϊκή για την επιλογή γραφείων στο Μαρούσι, ενώ όλο το πλάνο µετεγκατάστασης στους νέους χώρους πραγµατοποιήθηκε µε Έλληνες συνεργάτες. Στο πλαίσιο αυτό, η Takeda Hellas ενισχύθηκε  σε ανθρώπινο δυναµικό, επενδύοντας σταθερά στην εκπαίδευσή του, µε έµφαση στην ανθρωποκεντρική φιλοσοφία του οµίλου.