Pharmaceutical Executive Digest Europe - March 11, 2009 - (Page 11) Does Brussels need a wake-up call on medicines? Reflector ponders the growing gap between the US and Europe’s vision for the future of drug marketing I n the week that President Barack Obama announced his bold plans to bring nearly 50 million US citizens into healthcare coverage, and PriceWaterhouseCoopers delivered a clarion-call to the world’s pharmaceutical industry to plan ambitiously for a very different world in 2020, the best that Brussels could do was to hold a timid twoday meeting on a limited and parochial agenda of minor changes to its regulatory framework. It was hard to escape the notion that Europe risks losing its way in the big debates on medicines. The new US administration wants to make healthcare affordable and accessible to all, eradicating at last the depressing spectacle of nearly a quarter of the population being deprived of treatments. It will not be an easy task, but Obama and his team have struck early and struck hard in a bid to remedy a deficiency that has blotted the face of the US for decades. The same energy and vision is apparent — on a much smaller scale — in the latest PWC report in its Pharma 2020 series: “Marketing the future. Which path will you take?” Deliberately provocative, the report urges profound and strategic shifts in the way that drug firms should plan to survive and prosper in a rapidly-changing context of more specialised therapies and more discriminating customers. One of its key recommendations is for companies to recognise that the traditional view of successful marketing is no longer valid. The evidence of the failure in current strategies is clear, PWC argues. In 2006, it points out, only five Big Pharma companies earned more than 10% of their revenues from major products launched within the previous five years, and there are no immediate signs of improvement. Designing a company’s product portfolio should no longer depend merely on assessing the intrinsic merits of the candidates in the development pipeline. Companies will have to be much more rigorous in their assessment of what payers, providers and patients regard as 1 11 NEWS BRUSSELS REPORT 2 FROM THE EDITOR / NEWS 6 TWITTER 9 GENERICS 13 CALENDAR 14 ON THE MOVE CLICK TO SUBSCRIBE TO PHARM EXEC Creativ Studio Heinemann/Getty Images http://www.pwc.com/Extweb/pwcpublications.nsf/docid/B1221EC9D057309F852575610076732C http://www.pwc.com/Extweb/pwcpublications.nsf/docid/B1221EC9D057309F852575610076732C http://www.pharmexeceurope.com/europharmexec/newsletter/subscribeNewsletter.jsp
Table of Contents Feed for the Digital Edition of Pharmaceutical Executive Digest Europe - March 11, 2009 Pharmaceutical Executive Digest Europe - March 11, 2009 Contents From the Editor Social Media Generics Brussels Report Calendar On the Move Pharmaceutical Executive Digest Europe - March 11, 2009 Pharmaceutical Executive Digest Europe - March 11, 2009 - Contents (Page 1) Pharmaceutical Executive Digest Europe - March 11, 2009 - From the Editor (Page 2) Pharmaceutical Executive Digest Europe - March 11, 2009 - From the Editor (Page 3) Pharmaceutical Executive Digest Europe - March 11, 2009 - From the Editor (Page 4) Pharmaceutical Executive Digest Europe - March 11, 2009 - From the Editor (Page 5) Pharmaceutical Executive Digest Europe - March 11, 2009 - Social Media (Page 6) Pharmaceutical Executive Digest Europe - March 11, 2009 - Social Media (Page 7) Pharmaceutical Executive Digest Europe - March 11, 2009 - Social Media (Page 8) Pharmaceutical Executive Digest Europe - March 11, 2009 - Generics (Page 9) Pharmaceutical Executive Digest Europe - March 11, 2009 - Generics (Page 10) Pharmaceutical Executive Digest Europe - March 11, 2009 - Brussels Report (Page 11) Pharmaceutical Executive Digest Europe - March 11, 2009 - Brussels Report (Page 12) Pharmaceutical Executive Digest Europe - March 11, 2009 - Calendar (Page 13) Pharmaceutical Executive Digest Europe - March 11, 2009 - On the Move (Page 14)
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