Top Three Trends in Pharma Marketing for 2012

As part of PharmaVOICE Magazine’s year-end issue, they asked a selection of industry experts to provide their predictions of the Top Three Trends in Pharma Marketing for 2012. We are pleased to report that Drug Market Info principal Mary Beth Cicero was one of the experts they quoted in their “Year in Preview”.

It shouldn’t come as a surprise that the trends Mary Beth sees as being important for 2012 include a healthy dose of patients’ perspectives, since as a company Drug Market Info believes that listening to patients is critically important to the development and marketing of successful drugs and therapy regimens.

What were Mary Beth’s predictions?

1. Getting new patients will become harder with many therapies and therefore keeping patients on treatment will be more important than ever. Adherence to therapy will be the key to growing prescriptions over time. Learning more about why patients don’t stay on therapy and why they don’t adhere to drug regimens should be a part of every marketing strategy.
2. More doctors are not seeing sales representatives and this is primarily where physicians get information on new products/therapies. How to inform doctors about new products will become increasingly important as sales forces are cut.
3. Patients will have access to the same information as doctors and are becoming more knowledgeable and educated about therapies than ever before. Companies will need to better understand how patients are responding – or not – to treatments and realize that therapies cannot be marketed as one-size-fits-all anymore.

You can read all the PharmaVOICE Magazine trends by clicking on the image below: