marketing farmaceutico

Con seguridad las compañías de la industria farmacéutica han comenzado a reinventar el rol de sus profesionales de marketing farmacéutico, evolucionando y adaptándose al mercado con el uso de palancas no tradicionales y digitales.

Marketing farmacéutico: Un Ecosistema en constante evolución que requiere profesionales en constante evolución

En el ámbito del marketing farmacéutico, hasta ahora muchos se han mantenido haciendo lo que siempre ha funcionado y de manera simple, aunque no fácil. Gestionando la investigación de mercado, segmentando a sus clientes, definiendo sus propuestas de valor y su marketing mix, además de diseñar y gestionar las campañas y materiales promocionales que llevaban las redes de ventas.

Pero en la actualidad, el trabajo del profesional de marketing farmacéutico tiene actividades que son tanto retos como palancas para el crecimiento y que debe gestionar con perfección:  Consumerización del paciente, uso de los canales de marketing digital, control de los datos mediante la analítica avanzada, gestión de diferentes tipos de clientes tradicionales como no tradicionales, conocimiento de las soluciones digitales que sirven para dar valor añadido a los productos más allá de estos, generación de evidencias medibles basada en datos para vender por valor y por resultados.

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Deberá gestionar lo que llamamos el “Living Marketing” o marketing vivo. Donde la única constante entre tanto cambio es el “valor”.

Los profesionales del marketing deberían comenzar a ver su trabajo como proveedores de valor y no como comercializadores o gerentes de productos.  Entendiéndose el valor desde diferentes puntos de vista:

Marketing farmacéutico y la necesidad del cambio

Un marketing vivo requiere de cambios clave en el modelo:

Los equipos de Marketing farmacéutico deberán transformarse para ser una organización viva teniendo en cuenta:

La industria farmacéutica debe considerar a los equipos como “Equipos de Valor”, y no solo como “equipos de marketing”.

¿Quieres aprender a aprovechar las oportunidades que proporcionan los cambios en el entorno de tu empresa? Fórmate con el Programa Superior Online en Healthcare Digital Marketing de ICEMD. Encuentra toda la información e inscripciones, aquí.


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