《波士顿咨询：更好的测量，更好的生物制药营销（英文版）（12页）.pdf》由会员分享，可在线阅读，更多相关《波士顿咨询：更好的测量，更好的生物制药营销（英文版）（12页）.pdf（12页珍藏版）》请在三个皮匠报告上搜索。

1、Better Measurement,Better Biopharma Marketing March 2023By Dan Saacks,Peter Dewey,Thomas Recchione,Stephen Sheron,and Neeraj Jayaraman1 BETTER MEASUREMENT,BETTER BIOPHARMA MARKETINGBetter Measurement,Better Biopharma MarketingDespite this increased urgency,many biopharma firms are stuck.They continu

2、e to rely on siloed measurement approaches that only partially capture the business impact of marketing and sales(or commercial)strategies and that,more often than not,result in unprofitable investments.The biggest shift in biopharma product marketing is the increase in the number and the evolution

3、of the type of customer and patient touch points.These touch points have seeded new but fragmented pathways to reach subsets of patients seeking information about diagnoses,treatments,pharmaceuticals,and health care providers.And the existence of these new pathways has only exacerbated the already c

4、omplex challenge of driving revenues from marketing across the first three stages of the product life cycle,from product launch through maturity.To respond to this changing environment,companies should adopt a holistic marketing and sales measurement approachone that can effectively align a top-down

5、 busi-ness strategy with deep bottom-up analytics.The strategy should allocate marketing investments to the opportunities with the highest returns.The analytics should measure the impact of these investments on business outcomes.To implement this approach and achieve this optimal state,biopharma com

6、panies need to use multiple dovetailed measurement methods and shift their organizational oper-ating models spanning governance,talent,and processes.Standing in the WaySome of the commercial obstacles that biopharma companies face are tied directly to the nature of product development.Biopharma prod