Reframing The Value Proposition Of Pharmaceutical Sales
NEW YORK, (BUSINESS WIRE) -- Blue Spoon Consulting Group, LLC, recently published a framework for pharmaceutical companies to develop a new value proposition for sales into medical group practices. Available for download through the Blue Spoon Consulting website ( www.bluespoonconsulting.com), the approach positions a pharmaceutical component as the keystone to an entire ecosystem of businesses marketing to physicians, creating a value-added network to improve the service of health.(1)
There is an enduring "way of marketing" in the pharmaceutical industry centered on promoting the features and benefits of drug brands. Commercial models are designed and in turn "optimized" to promotional response curves. A disconnect in pharmaceutical brand management occurs when many pharmaceuticals, particularly those for primary care or chronic conditions, are perceived by the marketplace as commodity inputs. In this kind of operating environment, promotional push of features and benefits has reached its productivity frontier. The traditional calculus becomes obsolete.
Without strategy there is only drift. Opportunity space for value innovation comes from: (i) understanding drug sales as but one component to a whole system of components marketing into physician group practices; and (ii) designing a value-added network that links interactions between components, establishing a new standard of care from a more sophisticated form of marketplace integration. It is the intimacy of interactions in the business ecosystem that creates a new market opportunity, and a qualitative jump in system performance, for stakeholders collaborating in this wider combination on health outcomes.
Blue Spoon is a strategy and marketing consultancy for the pharmaceutical industry. We are unique with a framework to help clients innovate, differentiate their strategies, and shape new ideas at a system level. Simply put, Blue Spoon is different. We deliver an evolutionary leap in solutions for growth and competitive advantage for an advanced economy. Visit: www.bluespoonconsulting.com. (1)Companies linked in New Value-Added Network: Allscrpipts Healthcare Solutions, Cerner Corporation, McKesson Corporation, Merck & Company, Microsoft Corporation, Oracle Corporation, Sage Software, Trizetto Group.
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