Will pharma thrive on FMCG talent?
Posted 9th March 2010 in Articles, General | 1 comment
Pharma has traditionally been quite insular when it comes to recruiting, but John Hosken looks at whether new challenges require new skills from outside the industry.
Skills requirements in the pharma industry never stand still for long, but the pressures of patent expiries and revenues from blockbusters starting to dry up means…
Read the full articleWhat Are IDEAs Made Of: Segmentation
Posted 5th March 2010 in Articles, General | 2 comments
It’s time for more WAIMO logic and this week Mike Rea is exploring whether pharma marketing really understands the concept of segmentation.
Most of us understand segmentation at a gut level. We’re Coke people or Pepsi people, Huggies or Pampers, supermarket own-brand or branded…
Read the full articleWhat Are IDEAs Made Of: Emotions
Posted 19th February 2010 in Articles, General | 3 comments
In this week’s WAIMO Mike Rea is getting all emotional and questioning the value of how drugs make customers “feel” in the world of pharma.
To the annoyance of many, no pharmaceutical product has ever had an ‘emotional’ positioning*. They may have had, indeed should have had, some emotional component…
Read the full articleWhat Are IDEAs Made Of: Research
Posted 8th February 2010 in Articles, General | 5 comments
This week Mike Rea is asking about the purpose of research and how it should be directed to deliver truly great insight that is of real value.
It has been said that the definition of madness is to keep doing the same thing again and expect a different outcome. This doesn’t seem to apply to market research. There is a thought in play that if you ask doctors what they want…
Read the full articleJoint working with the NHS: sleeping with the enemy?
Posted 26th January 2010 in Articles, General | 4 comments
Dr. Paul Stuart-Kregor discusses the topic of joint working in the UK and takes a look at some of the challenges the commercial industry must overcome to embrace it.
Much has been made of the changing nature of pharma’s customer base. No longer is the GP king or queen in the UK. Rather their medical practice is…
Read the full articleWhat Are IDEAs Made Of: Benefits
Posted 22nd January 2010 in Articles, General | 1 comment
Mike Rea is back with the WAIMO view on the world. This week he is asking what the word ‘benefit’ really means when it comes to pharma products.
What does ‘Benefit’ mean? One of the most used and abused words in the world of strategic marketing, but, like so much of the vocabulary traded by its neophytes, it doesn’t often come with a definition…
Read the full articleWhy pharma struggles with social media
Posted 19th January 2010 in Articles, General | 2 comments
As the world of social media continues to explode in 2010, Dr. Andree Bates takes a look at why it has yet to make a major impact in pharma and what to do about it.
Every man and his dog is talking about social media right now. Social media is the biggest revolution to have happened…
Read the full articleWhat Are IDEAs Made Of: Strategy
Posted 8th January 2010 in Articles, General | 1 comment
In the first installment of WAIMO for 2010, Mike Rea notices everyone is talking about their new strategy and asks what this word really means.
What is ‘Strategy’? Seriously. Ask the question of your strategy consultants. If they don’t, at some point in their dissembling, say something about making better decisions, those are some pretty dumb consultants…
Read the full articleBiosimilars
Posted 5th January 2010 in Articles, General | 2 comments
As generics companies ramp up their facilities and a raft of biologics face patent expiry, Capgemini takes a look at the landscape for biosimilars and what the future may hold.
The generics of the biologics world offer potentially sizeable cost benefits to payers – but first some conflicts must be resolved…
Read the full article2009 – the year pharma came of age?
Posted 31st December 2009 in Articles, General | 2 comments
On the eve of a new decade, Paul Tunnah takes a look back over 2009 to the key highlights and asks what could be in store for pharma in 2010.
As 2010 fast approaches, I wanted to reflect on the highlights of 2009. It has certainly been a tough year for pharma like so many other industries as the global recession bit deep…
Read the full article