Study calls for pharma industry changes

The global pharmaceutical industry must become service driven, focused on the needs of doctors and patients and more adept at...

The global pharmaceutical industry must become service driven, focused on the needs of doctors and patients and more adept at using technology to integrate information, says a study from Cap Gemini Ernst & Young and the business school INSEAD.

More than 1,400 doctors in five countries; more than 4,000 consumers; representatives of health-insurance companies; and 72 senior executives at 31 pharmaceutical companies in 15 countries were surveyed in the study, Prescriptions for the Smart & Lean Pharmaceutical Company.

The study recommends that technology and analytics be used to integrate information regarding customer needs from call centres, web channels and other sources.

"Success depends on having the flexibility to react rapidly in a constantly evolving market and putting the networked customer community at the heart of everything they do," the study says.

Technology is driving the change in interactions between pharmaceutical companies and customers, making those interactions "faster and more unpredictable." Communication via the web and call centres is happening "almost in real time", and competitive forces mean that companies have to respond to customers and market changes.

Nancy Weil writes for IDG News Service

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