Pharma's 40-year Model of Pitching to the HCPs is Over says Hanno Wolfram author of Key Account Management in Pharma... Watch the webinar on Digital Excellence Pharma Academy today at 6 PM to know more - https://lnkd.in/gjZRN6q

2. Industries and their changes
Rx-Business and sales model
• Pharma’s business model:
• Develop and produce drugs / medicine and
sell them at a price
• Pharma’s sales model:
• Hire field forces to promote their drugs and
“sell” to prescribers =
request prescribers to prescribe
• First the sales model will become extinct,
being followed by a business model
around this slogan:
From drugs to healthcare
or
“Going Beyond the Pill”
Earlier industrial metamorphosis
• IBM
• From
International Business Machines
to
Consulting, Cloud Computing, etc.
• Caterpillar
• From
Constructing and Mining machinery
to
telematic data from machines and onboard
technology that helps to grade faster, etc.
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3. Today decisions are less and less
made by individual physicians
•Registration, Reimbursement, Pricing negotiation, decide about market access
National / market access
•Regional governments, Medical guidelines, Hospitals / Clinics decide about availability
Tenders – national / regional
•Decide which of the alternatives they take on their list
Purchasing groups
•Decide which generic / brand they dispense
Pharmacists / Chemists / Stockist
•Decide what they adhere to or if, how long and how often they take their medication
Patients
3