Digital strategies in marketing and sales

The pharmaceutical industry has, until fairly recently, operated in a ‘walled garden’ of patent protection, growing demand for high-value prescription drugs and an easily manageable global market. Creating the demand for a new drug remains a relatively straightforward, although increasingly difficult, process of marketing to physicians (and more and more to consumers) through a range of channels, but has mainly been driven by a sales force that maintains close physical contact with key prescribers. Over the past 20 years, the role of regulatory agencies, government and payers (especially managed care) has become pivotal in drug sales. Today, account management teams ensure that the drug is on the healthcare provider’s formulary (a list of drugs approved for use in that particular institution) and providers and payers may reach a contractual agreement with the manufacturer to allow a drug (sold at a discount) to be prescribed and reimbursed.