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Five Steps to Find your ‘Beyond the Pill’ Strategy

by Aleksandar Ruzicic | Aug 19, 2024 | Business Optimization

Outcommes data are the holy grail of drug development and market access. Everyone involved in healthcare – physicians, patients, governments and in particular payers – wants to see incontestable proof that the introduction of a new drug will result in meaningful and...

New shores: The shift from just selling pills to developing value-added services has only just begun

by Aleksandar Ruzicic | Jul 24, 2024 | Business Optimization

The case for ‘beyond the pill’ services is becoming well established. Most new drugs coming to market are perceived by some to have relatively limited value in their own right (eg incremental benefits over existing options). Some of the most urgent unmet needs in...

Making the Switch: Loyalty strategies are much easier to implement in the OTC segment making switching an attractive option for pharma

by Aleksandar Ruzicic | Jul 18, 2024 | Business Optimization

The pharmaceutical business model has been in transition for several years. Previously, unique positioning was achieved through clinical differentiation protected by a patent. Payers guaranteed reimbursement even if clinical profiles did not substantially differ from...

Valuable collection: What are the prospects for grouping complementary services around a product?

by Aleksandar Ruzicic | Jul 4, 2024 | Business Optimization

In the PME article, ‘If the Shoe Fits’, four emerging pharmaceutical market strategies were identified, based on uniqueness of positioning and type of competition (www. pmlive.com/ shoefits). This next article in the series concentrates on the bottom right quadrant of...

Potential to grow: A true understanding of the challenges of niche markets is needed for companies to achieve worthwile returns

by Aleksandar Ruzicic | Jun 11, 2024 | Business Optimization

For a long time, the pharmaceutical industry was not required to prove superior outcomes to generate large surpluses: companies were paid above the amount required to sustain the economic viability of their product portfolio. Today, severe pressure on healthcare...

If the shoe fits: Pharma needs to put its best foot forward and use the range of tactical responses at its disposal to meet payers’ demands

by Aleksandar Ruzicic | May 27, 2024 | Business Optimization

Despite what we are asked to believe, pharmaceutical marketers used to have it easy. Marketing predominantly to doctors, companies positioned their patent protected drug against competitive products, seeking any meaningful differentiation to drive market share (or...
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