行销分析(ppt 20)全英文.ppt

Pharma Marketing Sales Beyond 2005 The industry is currently facing a changing landscape threatening its historical profitability Most companies are responding to these challenges by investing in their marketing and sales activities Looking beyond the current wave of investment, what does the future hold? Pharma Beyond 2005 ? Today’s workshop is about preparing for the future - beyond 2005 Workshop Objectives To explore the driving forces shaping the industry To review the implications for the key players what it will take to win in the pharma marketplace in 2005 and beyond To identify the actions needed to prepare for the future Our approach is centred on the identification of the ‘Megatrends’ which will shift the industry Agenda Examples of Megatrends from previous workshops Imperatives for action What does a pharma company need to do today to prepare for the future beyond 2005? Imperatives Where will your company sit once consolidation is complete? Ensure you have a clear definition of your focus, proposition and positioning for 2005 and beyond Your may need a ruthless cull of your portfolio to align it with your strategy How are you sizing your future sales force? If you are using historic benchmarks, stop! You need to develop a new model which takes into account the impact of e-detailing and other channels to market Are you implementing CRM fast enough? (…and not just installing the software) A revolution is underway. The winners will be the companies which learn first how to exploit the richness of their customer data. Deploy ‘accelerators’ to become customer-centric. Is your company culture focused on science...or on customers? The winning companies are learning to love (or at least value) their marketers. How many FMCG experts have you hired lately? Hire more. Is e-Business now established as a mainstream channel? It is time to make bold moves in redefining your channel strategy to adjust for DTC and e-Business opportunities. Additional