Pharmaceutical Commerce - July/August 2013 - (Page 1)

JULy/AUGUST 2013 Brand Marketing & Communications Information Technology Moving up the marketing maturity curve Given the profound changes in the pharmaceutical commercial model, sales and marketing must deliver integrated customer experiences across channels and adapt through real-time insights By Bob Harrell, IMS-Appature Limited physician access through personal promotion, together with more empowered and informed audiences, continues to pressure the industry to engage customers more effectively. The advent of IDNs (Integrated Delivery Networks) and ACOs (Accountable Care Organizations) is also making commercial teams rethink how best to deliver value beyond traditional personal selling. As a result, marketing is undergoing a wide-scale transformation to enable individual customer-driven interactions, automated cross-channel campaign management, and rapid feedback loops. The current transformation also affects how sales is incorporated into overall marketing delivery. Systems and processes that treat non-personal and personal promotion plans as loosely connected, parallel activities are no longer workable. Healthcare marketers are challenged to bridge that gap with what technology now makes possible, converging to deliver comprehensive management of campaigns, customer experience and optimization. Key capabilities are necessary to make this shift happen: • Data for all personal and non-personal activities integrated by customer • Campaign management serving as “air traffic control” to direct all tactics, including sales calls • Real-time insights/analytics. Many companies are leveraging cloud-based tools that provide flexibility to integrate new vendors, data, and features quickly into the marketing process. This, combined with digital tools such as iPads in the hands of the reps, is enabling a new kind of flexibility in the commercial model. Making the leap: three-step process to change Appature developed a Marketing Maturity Curve to help organizations make sense of the new environment, evaluate what’s appropriate for a particular product given the market situation, and understand the decisions necessary to advance up the Curve. PDMA Sh aring Conferen ce, p. 28 IQPC Cold Chain Forum, p . 20 Preparing for a serialized supply chain Upcoming California regulatory mandates, and the prospect of a national compliance requirement, are focusing industry attention. Here’s what some industry leaders have to say By Margot Drees, GHX The advent of product serialization and enhanced supply chain visibility is imminent as the 2015 California drug pedigree requirement deadline quickly approaches. With less than two years to go, manufacturers are at various stages of preparation. To find out more about the current state of serialization and data sharing efforts, we spoke with some progressive manufacturers about their perspectives and next steps the industry must take to move forward with this process. Product serialization: the business benefits In addition to the widely recognized benefits of enhancing patient safety and helping to ensure regulatory compliance, manufacturers anticipate additional benefits to emerge from product serialization. Some foresee a more granular level of visibility into product movement within the supply chain. According to Mike Rose, VP of supply chain visibility at Johnson & Johnson Health Care Systems Inc., this finer level of detail will allow his company to innovate by making better business decisions around supply chain integrity, inventory management, returns and rebates. This sentiment is echoed by Peggy Staver, director, product integrity at Pfizer, continued on page 22 Manufacturing & Packaging Drug labels acquire more functionality to improve health outcomes STEP 1: Take stock of your current approach to marketing The Marketing Maturity Diagnostic helps marketers see quickly where they are in terms of needs, capabilities, and gaps, and bolsters the case for taking action. The diagnostic helps marketers analyze each brand across four categories: customer data & segmentation; customer experience; marketing analytics; and marketing technology. continued on page 15 Besides the ongoing debate over serialization, drug labels are playing a greater role in anticounterfeiting, preventing medication errors and improving patient adherence By F.J. Quinn, Contributing Editor Depending on your perspective, the pharmaceutical package label is either practically the last thing done on a packaging line, or the first thing a patient sees upon opening a carton. In either case, the label is a workhorse element of pharma packaging: providing basic identification of the drug bottle or carton contents (and, in the near future, unique identification of that package); critical usage instructions for the patient; anti-counterfeiting features (when used); and a linkage for patient education, medication adherence and other desirable tasks for therapy value. As such, the label is of concern not just to the packaging engineer concerned with its placement, but also to brand managers, compliance personnel, distribution workers, pharmacists and, in some cases, prescribing physicians. Hospital systems, now under the gun under healthcare reform to raise their level of patient outcomes, are seeking functional changes in all their suppliers to that aim, including the drugs they purchase. Getting the labeling right is a critical element of successful drug marketing and distribution. continued on page 24 July | August Visit our website at 1 PONTIAC, IL PERMIT 268 PAID PRSRT STD US POSTAGE

Table of Contents for the Digital Edition of Pharmaceutical Commerce - July/August 2013

Pharmaceutical Commerce - July/August 2013
Top News
Brand Marketing & Communications
Supply Chain/Logistics
Information Technology
Manufacturing & Packaging
Legal & Regulatoryv
Meetings and Editorial Index

Pharmaceutical Commerce - July/August 2013