Pharma forced to adapt their promotional models

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In an era of austerity, governments are focusing on value. Value is being defined by primary and secondary health outcomes for citizens, and medicines are just part of the treatment. This is forcing pharma to adopt a broader context in their promotional models, integrating services into the mix, providing patient support and increasing patient empowerment so that products are used optimally and contribute to the best outcomes possible.

With everybody having access to so much healthcare information, the promotional model also is having to adapt. Who is the real customer: today and tomorrow? This has implications for the services that pharma provides.

In this ebook, pharma industry representatives share their thoughts on what the implications are of the changing healthcare dynamics on promotional models. Is there a shift to provide beyond the pill support and services? They also give their thoughts on the challenges with this shift.

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Download and learn from:


  • Christian Isler, Formerly Global Head of Solution and Product Development, Pfizer Integrated Health
  • Dr Samuel Pygall, MPharm, PhD, Patient Services Manager, MSD UK
  • Allan Bowyer, EMEA Lead for Mobile Health & Patient Support Programs, Janssen Healthcare Innovation
  • Martina Bergmann, Head of Marketing Channel Solutions, Boehringer Ingelheim
  • Pelin Icil, Marketing Manager, Women’s Healthcare, Bayer Healthcare
  • Kenza Seddik, Transplantation Project Manager, Oncology Platform Europe, Sanofi
  • Simon O’Neill, Director of Health Intelligence, Diabetes UK

Download ebook

Learn more about customer engagement at Pharma Engagement Live! 2014, happening this 7-8 October in London at the Business Design Centre.  Find out more about the event


The opinions expressed here are the views of the writer and do not necessarily reflect the views and opinions of News Medical.
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