El futuro del Marketing Farmacéutico según PricewaterhouseCoopers...

Según un reporte elaborado por 

PricewaterhouseCoopers el desmesurado numero de visitadores médicos, los billiones de dolares en muestras médicas y los millones gastados en TV será un modelo que no podrá sostenerse por la industria.

Todo esto deberá ser sustituido por un "nuevo modelo", un cambio de rumbo que se reoriente del "mass-market" al "target-market approach":

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The focus will move from “pushing pills to demonstrating through products and services that it can promote health, improve quality of life and reduce healthcare costs”, PwC claims.

PwC concludes that the current blockbuster model was designed to promote mass-market treatment of common diseases such as hypertension, diabetes and high cholesterol. However, 65% of these drugs are now sold generically in the USA (70% in central and eastern Europe) and in the next ten years, “only drugs considered truly innovative will be financially rewarded with a premium price”.

This in turn will lead to more specialised drugs, the global market for which accounted for 44% of worldwide prescription drug spending in 2008. It could be twice the size of the current market for all ethical pharmaceuticals by 2020, according to PwC.

Mas...