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| Josh Schafer, a speaker at the marcus evans PharmaMarketing Summit 2012, on more effective pharmaceutical marketing. |
NEW YORK, Mar 28, 2012 - (ACN Newswire) - "Pharmaceutical marketeers need to find a balance between science and commercialization," says Josh Schafer, Vice President, Global Oncology Strategy, Astellas Pharma. It is the innovative science that drives our business, so marketeers must have a fundamental understanding of the science and how it can be translated into commercial and patient value, he adds.
A speaker at the upcoming marcus evans PharmaMarketing Summit 2012 in Wheeling, Illinois, April 30 - May 2, Schafer talks about pharmaceutical marketing and why science should be driving marketing decisions.
- How is the pharmaceutical marketplace changing?
The industry is undergoing a transformation. The days of blockbuster drugs are behind us. Pharmaceutical companies need to find opportunities in smaller drug categories and patient segments. The ability to understand those and having a more intimate relationship with patients and other customers is the way of the future.
- Would you say that the traditional methods for marketing pharmaceutical products are no longer effective?
They have worked up to this point, in a marketplace that was receptive to that. Now the marketplace and customer expectations are shifting, and the industry needs to shift with it. We need to be much more dynamic, flexible and creative in how we market in the future.
Marketing executives need to find a balance between science and commercialization. They must have a fundamental understanding of the science and how it can be translated into commercial and patient value. Science should be driving marketing decisions.
In the future, we need to ensure that innovative new products with clinical benefits reach patients. And as marketeers we need to do this in a way that goes beyond the traditional methods of promotional activity.
- How is Astellas Pharma planning to reach its goal of becoming a global cancer treatment leader by 2015?
There are several elements to reaching our goal of becoming a Global Category Leader in Oncology. First, we are making sure that we are developing the right products to bring to the market and patients, and secondly we have built the infrastructure to bring new therapies to patients around the world.
Finally, it is important to have strong corporate support and commitment to the therapeutic area, as complex and dynamic areas require significant resources to be successful.
We have been able to put all of these pieces in place over the last three years and position ourselves as a category leader in oncology within that timeframe.
- What is the best way of maintaining brand loyalty in this industry?
To maintain brand loyalty, pharmaceutical companies must demonstrate a commitment to patient care and ongoing innovation to bring new therapies that benefit patients. At the same time, companies have to understand the complexities of managing patients in a clinical practice and provide the support their customers need to better engage with patients.
Ultimately it is the commitment to innovation and advancing the science that helps drive loyalty.
About the PharmaMarketing Summit 2012
This unique forum will take place at the Westin Chicago North Shore, Wheeling, Illinois, April 30 - May 2, 2012. Offering much more than any conference, exhibition or trade show, this exclusive meeting will bring together esteemed industry thought leaders and solution providers to a highly focused and interactive networking event. The Summit includes presentations on social media, healthcare reform and how to approach emerging markets.
For more information please send an email to info@marcusevanscy.com or visit the event website at www.pharmamarketingsummit.com/JoshSchaferInterview
The Marketing Network - marcus evans Summits group delivers peer-to-peer information on strategic matters, professional trends and breakthrough innovations.
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Please note that the Summit is a closed business event and the number of participants strictly limited.
Contact:
Sarin Kouyoumdjian-Gurunlian
Press Manager,
marcus evans Summits
Tel: +357-22-849313
Email: press@marcusevanscy.com
Topic: Press release summary
Source: marcus evans Summits
Sectors: Science & Research, BioTech
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