The need for a new go-to-market strategy in Europe: How to survive and thrive in the new more complex healthcare marketplace

Abstract

is a research analyst at Peppers & Rogers Group, Europe. Since joining the firm, Rodrigo has specialised in the Life Sciences Industry and has conducted extensive research on the value and relevance of CRM in the Life Sciences sector. Rodrigo holds a Bachelor's degree in Marketing and Psychology and a Master's degree in Marketing Management from Cranfield University. Keywords customer relationship management, European Pharmaceuticals, go-to-market model, key influencers, prescription drugs Abstract The European branded pharmaceutical industry is experiencing the most challenging business environment in years. As in other pharma markets in the world, the marketplace is increasingly difficult for the leading players. Generic attacks, parallel imports, meagre pipelines and patent challenges all affect the traditional business model. This paper focuses on the European pharmaceutical market in particular and explores the most recent changes within the regulatory environment that affect pharmaceutical companies. The paper depicts the increasing complexity of the network of influencers and concludes by looking at how pharmaceuticals companies can adapt to the changing conditions through the application of customer-centric interaction strategies. Sales and marketing will no longer be focused on a relatively small (and sceptical) group of customers, but will have to learn how to interact with other stakeholders such as payers, patients, nurses and pharmacists.