Pharmaceutical Trends: Digital Transformation of Product Launches

The environment for pharmaceutical products has been through a sustained period of change since the industry's 1990 blockbuster heyday, and the market continues to evolve to meet the needs of patients, payers and prescribers.

At the same time, digital technology means pharmaceutical product launches can use multi-channel marketing to produce communications which can be rapidly deployed as well as tailored to the needs of diverse target audience groups. Whilst multi-channel marketing makes launches faster, more integrated and targeted, it also makes them much more complex.

The great depth and breadth of data the industry can now monitor creates a huge challenge for pharmaceutical marketing teams. As new marketing data supplements traditional sales data, understanding how to combine them is also a challenge for marketers today.

They need to identify the key factors that can help differentiate messages from competitors and ensure they meet payers’ and prescribers’ needs effectively.

Finally, traditional pharmaceutical business models are fragmenting as more companies diversify into areas like consumer health and nutrition, adding new layers of complexity to what is already a challenging industry landscape.

Williams Lea Tag's whitepaper in association with pharmaphorum, examines the changing face of product launches for pharmaceutical companies and looks at:

• Industry trends
• Digital health
• Patient empowerment
• Insights from TEVA and Boeringer Ingleheim
• Latest approaches to staying ahead

Download our eBook: Digital Transformation of Product Launches