Drivers Affecting the Pharmaceutical Industry: How Much is Changing?

Abstract

The changing healthcare environment has presented new challenges to the pharmaceutical industry. Businesses have had to adapt to contend with new demands from their buyers while still striving to meet financial targets. Strategic plans need to take account of future developments as reorganised health systems evolve. This paper examines the results of research carried out among senior staff in commercial functions in the global pharmaceutical industry with jobs based in the UK. Drivers are compared for their significance from the point of view of Chief Executives/Country Managers, Directors and their direct reports. A wide range of driving forces, from external market factors to internal workforce factors, is examined. A discussion of the implications is included. The findings are relevant to personnel involved with strategic development and marketing planning in the pharmaceutical industry.

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References

Booz Allen Hamilton (2004) European Pharmaceutical Industry — State of the Industry. (2003 End-of-Year Overview), January, www.boozallen.com/bahng (Accessed March 2005).

Cap Gemini Ernst & Young (2002) Beyond 2005: The Future of Pharmaceutical Marketing and Sales, www.capgemini/life/pdf/PerspectivesSpecial2005.pdf/publications/index.shtml (Accessed March 2005).

PricewaterhouseCoopers (2002) HealthCast Tactics: A Blueprint for the Future, www.pwc.com/healthcare (Accessed March 2004).

Wadman

Hütt

(2004) ‘The need for a new go-to-market strategy in Europe: How to survive and thrive in the new more complex healthcare marketplace’, International Journal of Medical Marketing, 4(2), 154–162.