Pharmaceutical Executive Digest Europe - March 11, 2009 - (Page 9) Bridging the Talent Gap in Generics Boryslaw Czyzak and Karena Strella examine the skills that an executive needs in order to manage a global generics business and how they may differ from the skills needed in traditional Big Pharma O nly a few years ago generic drug companies were largely regional players that excelled at rapid R&D and agile supply chain management. But rapid globalisation, consolidation, and increasing complexity require new management capabilities that many generics companies lack. Now, they must not only find executives with the requisite capabilities for managing a global yet highly local business, but also maintain the entrepreneurial culture on which their competitive advantage depends. Two decades ago, as branded pharmaceutical companies globalised, grew, and consolidated, they faced a similar talent gap. But the nature of the generics business won’t allow generics companies to simply follow big pharma’s precedent. While markets for branded drugs operate in largely similar fashion in all markets around the world, generics markets often operate differently. For example, in the United States, generics companies operate in a substance market, where the drug is named for the chemical compound and success lies in qualifying it for market and launching it quickly. In Europe, however, branded generics have played a far larger role, with many companies developing a sales force and medical marketing teams. To manage these and other diverse markets simultaneously, global generics companies will need new talent and new capabilities, primarily in three critical areas: • Strategic marketing: Global executives will need to be able to manage marketing in markets that differ in patent cycles, barriers to entry, and successful business models (such as developing a sales force and medical marketing versus distributor-driven business). The ability to develop and manage different models of presence in different 40260/Getty Images 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 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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