Pharmaceutical industry to rethink marketing strategies in Asia, Pacific Conferences
Release Date: 2011-12-30
New parameters demand for pharma-marketers’ innovation to maximise commercial performanceSINGAPORE, Dec 30 – Evolving healthcare reforms and burgeoning digital platforms in Asia have pitched Pharmaceutical Marketing into a new realm of challenges. Traditional methods of detailing and brand management will not suffice in the complex landscape – pharma-marketers need to harness greater flexibility and respond rapidly to new challenges: strategise entrance into new geographical markets and segments, formulate customer-centric marketing strategies to distinguish their brands, yet comply with a strict regulatory framework & ethical environment.
To further amplify difficulties presented to pharma-marketers, the explosion of information on the Internet demands for more attention as marketers need to manage online information and ensure accuracy in representation of their brands and products. The advent of social media also brings to question the effectiveness of conventional marketing methods. Evidently, pharma-marketers must create novel customised communications to expand their message to mulitple audiences, without compromising regulatory compliance.
As the various markets in Asia mature at different rates, one key challenge for pharma-marketers is the effective management of a myriad of marketing and communications channels to various stakeholders within the region. “Nowadays there are more options than ever before to get the information that we need. The key in managing all communication channels, including our salesforces, is to tailor our approach to the needs of each customer and to provide them with information in the way that they want it”, says Stephen Potts, Manading Director – Asia Pacific, Middle East & Africa from Kantar Health.
In order to steer customers towards accurate product information, pharma-marketers are compelled to monitor every detail and action of e-customers. Andreas Amrein, General Manager, Head Asia Pacific of Abbott Diabetes Care Singapore higlights, “Dynamic markets combined with increased size and complexity require modern processes, systems, tools and mindset to even allow tapping into the huge opportunities. As data becomes more granular and accurate, one needs improved quantitative skills to analyze, interpret and act.” The game has changed for pharma-marketers, who now hold extended responsibilities beyond previous marketing affairs to one that translates challenges to opportunities. Change must be embraced, and as Thomas Runkel, Regional Head, Asia Pacific at Actavis says, “Digital technologies will continue to drive change and innovation in branding and sales force models. However, generic markets differ from each other and the right dosage of change and innovation needs to be administered.”
More than ever, pharma marketers must arm themselves with tools, tips and tricks to adequately market their brand and product without infrining regulations. Reflecting on concerns of pharma-marketers in Asia, Andreas comments, “Asian Markets have gained importance in size and even more so as global growth drivers. Making mistakes becomes more and more costly.” This is resonated by Darren Magick, Managing Director – SEA of McCann HealthCare WorldWide, “The rate of change in the macro healthcare environment is far outpacing the rate of change within the pharmaceutical industry – those that can evolve and innovate will dominate, those that cannot will slip further behind.” It is apparent henceforth that pharma-markerters are tasked to adapt quickly and keep abreast with mushrooming marketing techniques in order to maintain a sustainable competitive advantage.
To counter the raft of problems, a 2-day conference on “Pharma Product & Brand Marketing in Asia 2012” will be held on 20 – 21 February in Singapore, during which real-world practitioners will share case-studies and insights on marketing in emerging markets, measuring and benchmarking of sales force, strategic branding and integrating digital options in a multi-channel marketing mix.
This conference aims to elucidate issues beyond conventional marketing techniques, unravel consumer insights and expound fresh marketing and branding strategies in a digital age, also touching on sensitive issues such as the use of social media in marketing efforts. Experts sharing include professionals from Abbott Laboratories, Allergan, Merck Sharp & Dohme, Sanofi-Aventis, McCann Healthcare, Ogilvy Health and many others.
Conference details
| Type: | NORMAL |
| Company: | Pacific Conferences |
| Country: | Singapore |