Our healthcare system is extremely complicated, with a lot of moving parts, but is nevertheless one of our most important economic drivers. Within this industry, a new product must face complex restrictions and the attention of a variety of different parties. Before a solution to the patient’s problem may be presented, it has to face a complex path from the scientist at one end to the sufferer at the other. In the dissemination of information, pharmaceutical consultants help to ensure that all those who have an input into the decision-making process are fully aware of all the repercussions.
A pharmaceutical company faces many challenges, quite apart from the manufacture of its products. The pharmaceutical consulting firm helps the company understand how it needs to educate the consumer. Most often, the pharmaceutical companies are at the cutting-edge of science and help to uncover solutions or possibilities previously unheard-of. Without an adequate marketing channel, these findings might never make their way via the regulators to the front-line professionals. Those with a financial interest, especially the all important insurers, will also benefit from a good marketing approach, as they will be made aware of the positive features and benefits associated.
Before a new product may arrive on the desk of the regulators, who determine its future, the company must have marketed both its products and its history within a very competitive and busy environment. There are a lot of vested interests to take into account and some of these interests may promote older or generic medications, sometimes to the general detriment of the patient. Pharmaceutical companies have a clear incentive to trumpet the benefits of their wares in such a noisy marketplace and help to create a dynamic and forward thinking mindset.
It is unfortunate that the ultimate care of the patient is very often not the ultimate goal of certain vested interests. In popular opinion, healthcare reform is always controversial and the pharmaceutical company would do well to accurately and forcefully communicate its position. The harried physician must listen to many different interested parties before a decision can be made about the patient, including the views of other professionals, training and education, patient restrictions, formularies, best practices and traditions. Statistics tell us that 90% of the most frequently prescribed drugs are generics and thus it is difficult for pharmaceutical companies to ensure that they are being heard in the right place at the right time. Generally, pharma consulting firms play their part in helping to establish channels and best practices.
Pharmaceutical companies have been responsible for many of the most amazing discoveries in the world of medicine. Previous generations would surely marvel at some of the cures available today. To enable healthcare to continue to get better, much emphasis must be placed on marketing.
Alan Gillies is the Managing Director of L2L Consulting, specialising in enabling pharmaceutical companies to achieve new heights of productivity and performance, throughout all levels of management and revenue generating activities.