LET’S TALK ABOUT MEDICINE COMMERCIALISATION*
Medically speaking, differences among innovators, generics and biosimilars have been discussed for many years. My purpose, however, is to elaborate on the different go-to-market models that Pharma companies adopt to extract as much value. You will find below some commercial information, not medical information. Analysing…
IT’S THE BUSINESS, STUPID* (LAUNCHING A NEW MEDICINE WITHOUT A FIELD FORCE – FINAL PART)
I hope you had read my two previous blog posts: Launching a new medicine without a field force – Part 1 & Part 2. If you haven’t yet, I encourage you to have a look at them, but after having read this one. The last…
CASE STUDY: LAUNCHING A NEW MEDICINE WITHOUT A FIELD FORCE (PART 2)
Part 1: Launching a new medicine without a field force … Mr Khatri and his steering committee had been analysing the proposal brought to the table by the European Business Development team, but they haven´t reached a conclusion yet. It was obvious that were it…
CASE STUDY: LAUNCHING A NEW MEDICINE WITHOUT A FIELD FORCE (PART 1)
It was four years ago when I had a hard time combining my MBA classes and my full-time job. However, it was an enjoyable experience, and it made me love reflecting on case studies. I learnt a great deal throughout all those semi-real business challenges…
2019 SPANISH GENERAL ELECTION AND DIGITALISATION IN PHARMA: 3 LESSONS TO LEARN
Dear reader, be aware that this blog post is, once again, about digitalisation and Pharma. To my mind, there are some valuable lessons to learn from the last Spanish general election; however, I’m not by any means dissecting what happened in Spain from a political…
NO ALGORITHM, NO GAIN: ENGAGING PRESCRIBERS & DELIVERING BEST-IN-CLASS CUSTOMER EXPERIENCE
Could an algorithm improve the commercial model in Pharma? Launching a new medicine carries much effort and preparation. And yet the moment of truth comes when doctors may prescribe the product. Why is he/she picking out this new medicine instead of any other available option?…
THE PRODUCT MANAGER IS DEAD, LONG LIVE TO THE PRODUCT & CUSTOMER MANAGER!
My colleague in this blog, Javier Télez, wrote an interesting post about the role of medical sales reps. He described their job accurately and emphasised their relevance. Honestly, I can´t disagree with him but, on the other hand, I think sales teams have been covering…
Why is Pharma innovating so little in terms of the go-to-market model?
Undoubtedly, the world has changed dramatically for the last 30 years. The digital revolution has brought two main consequences. The first one is the foundation of new companies providing value to consumers due to the internet: namely Google, Apple or Amazon. The second one is…
Pharma and blockchain: meaningful innovation or a lot of hype?
Arguably, the Pharma industry is one of the most innovative areas of our economy. In average, between 10-20% of companies’ turnover is ploughed back in R&D with the hope of bringing to life a blockbuster to refuel this cycle. On the other hand, if there…
You’re fired! Show or reality?
Shark Tank, Dragon’s Den, The Apprentice. Have you ever watched one of these TV shows? After moving out Spain, my TV screen time rocketed. With the purpose of improving my English listening skills, I indulged in watching TV, and I discovered some fantastic programmes. I…
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