Industry

Will pharma be left behind?

Companies are not exploiting all the available technologies.

Pharma must engage with its customers online as its current initiatives are largely ineffective, according to a report from Datamonitor. The internet has altered the landscape in many sectors, but pharmaceutical companies have been slow to take advantage of the marketing opportunities available online. Meanwhile, customers are increasingly using the web for information.

Pharmaceutical companies are facing difficult times, with traditional sales and marketing media being affected by tighter pricing and reimbursement controls. Dr Sandra Reynolds, Datamonitor Senior Pharmaceutical Analyst, says: "The onus is on pharma companies to get up to speed with existing and emerging technology, and to use the web in conjunction with existing marketing procedures to bolster their share of voice."

Previously, sales and marketing strategies were large-scale forces, direct-to-consumer (DTC) advertising, targeting disease awareness and setting up patient advocacy groups to establish brand awareness. Companies also employed large sales teams who built up relationships with physicians. However, the increasing numbers of sales representatives calling (sometimes two from the same company per day) and aggressive tactics changed attitudes towards this sales approach. It is now difficult for pharma to gain access to primary care physicians, who have little time and are under increasing pressure to prescribe generic drugs. The internet is a way to reach physicians, but, according to Reynolds, pharma company websites are met with mistrust and scepticism. "Understanding the needs of physicians when designing online strategies is vital," she says. "For instance, websites geared towards physicians should be more clinical in content and appearance with less marketing language."

Although the main target customer for pharma has traditionally been the primary care physician, the industry needs to reach out to new customers, such as patients, pharmacists and payers. In the EU, the ban on DTC advertising has made it difficult to communicate with patients, but a proposal published in February 2008 by the European Commission could allow pharma companies to disseminate nonpromotional information via television and radio. If it goes ahead it will create an opportunity to communicate with patients who presently feel that pharma's lack of communication infers that they have something to hide. Although improved communication will offer benefits, Reynolds remains concerned by the approaches pharma could take. "If they cannot achieve effective online communication with physicians, then how will this happen with patients?"

http://www.datamonitor.com/

Company

Almirall expands with new affiliates

A new affiliate in Poland will serve as a major platform for Almirall (Spain) to expand in to the Eastern European market. The facility in Warsaw (Poland) will start business with 23 staff, but this number is expected to rise by 30% during the next 3 months. Sales income for the affiliate in 2008 is estimated to reach more than €5 million.

In addition to the Polish office, Almirall has also consolidated a business unit in Switzerland that the company hopes, along with existing affiliates in Austria, Belgium, France, Germany, Portugal and the UK, will strengthen the company's presence in the European market. Luciano Conde, Chief Operating Officer of Almirall, says: "The company is working to consolidate its international expansion and presence in certain markets, with a particular focus on Europe. The start-up of these affiliates in Poland and Switzerland is a clear example of our progress. Besides, it will also help us to provide more European patients with our products."

During the next 5 years, the Polish affiliate's core product portfolio will contain dermatological proprietary Almirall medicines, including Solaraze (keratosis actinica), Vaniqa (facial hirutism and Balneum (eczema and skin infections). In the future, the company is also intending to market a new long-lasting antimuscarinic drug for sufferers of chronic obstructive pulmonary disease, which is currently undergoing Phase III clinical trials.

http://www.almirall.com/