Pharma Selling Model must Adapt (Listen to the audio file (5:03) by clicking on the link)
Worldwide, medical research and health care philosophy is undergoing fundamental shifts. The first is a fundamental and significant shift in healthcare philosophy and medical research – from a world in which we “react” to disease and illness after it has happened, to one in which we will be doing far more in advance to “prevent” specific health care problems. The driver for this massive change is the emergence of extremely specialized and highly personalized medical treatments based upon your own particular DNA.
The second shift (which is because of the first) is that healthcare is now becoming
- Predictive – forewarn people of susceptibility to diseases
- Preventative – empower them with information and resources to take preventive measures and to keep themselves healthy
- Personalized – provide information that is most relevant to them and what they want to know instead of generic and unimaginative information (n=1, R=G)
- Participative – make people a part of decisions made about their health. After all, its their lives. Enable them and trust them to hold themselves accountable
The common underlying cause for these two shifts is the advent of technology
These developments raise some interesting questions. Are these changes heralding in rapid change across the pharma industry and causing companies to re-evaluate their sales and marketing strategies? Are the pharma industry’s sales forces, with their current structure and training, capable of leveraging – to their advantage – the impact that the advent of technology has on the way patients seek treatment and on the way doctors treat them?