Pharmaceutical Value Chain Case Study
Analyzing Sales and Marketing Practice in Pharmaceutical Value Chain – Overview of Indonesia Market
INDUSTRY OVERVIEW AND COMPETITIVE ENVIRONMENT
Pharmaceutical industry delivers innovative treatments to address unmet medical needs and contribute to the imperative of universal health coverage. They currently create value by developing new, high-quality, affordable and accessible medicines.
The future of the pharmaceutical industry is no longer as promising as before, and experts have predicted a dark future for Big Pharma because of market competition, scientific, socio-economic and political changes (Cepton, 2015). Some challenges faced by the pharmaceutical industry in Indonesia are the new social security program, competition from generic,
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The pharmaceutical and healthcare value chains will become much more intertwined and heavily interdependent because the value pharmaceutical companies and hospitals/doctors generate will depend on each other, as well as the revenue from the customers (Price Waterhouse Cooper, 2011). Hence, pharmaceutical marketing alone cannot create superior customer value, and pharmaceutical company has to revisit its value chain when facing the harsh marketing …show more content…
They spend huge money on advertising campaigns, mainly for television and print advertising, to create brand preference and pull customers into drugstores. At the same time, it uses the pharmacist to push its brands. The push strategy is supported by their extensive sales representatives that build a relationship and promote the products to doctors who will prescribe and educate consumers. To enable the push strategy, pharmaceutical companies provide educational sponsorship for doctors and bonus for pharmacist and drugstore, who will perform as their first-line brand ambassador and influence patients’ choice (Kotler, 2015; Doole, 2008; Hess,
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H & M Value Chain Analysis Model
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