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In a rapidly evolving and competitive landscape, the pharmaceutical industry faces unique challenges when it comes to marketing its products and services. With stringent regulations, complex target audiences, and a need for trust and credibility, pharma companies need to employ effective marketing strategies to stand out in the crowd. In this blog article, we will explore some key marketing strategies for the pharma industry that can help boost their visibility, engage their target audience, and drive business growth. UNDERSTANDING THE UNIQUE LANDSCAPE The pharma industry operates in a highly regulated environment, where compliance and ethical considerations play a crucial role. Before diving into marketing strategies, it is essential to have a deep understanding of the industry's dynamics and the target audience. Researching the market, identifying patient needs, and studying the competitive landscape are vital steps in developing an effective marketing plan. EMBRACING DIGITAL TRANSFORMATION Digital transformation has revolutionized marketing across industries, and the pharma sector is no exception. Embracing digital channels and technologies can significantly enhance the reach and impact of marketing efforts. Pharma companies can leverage social media platforms, create engaging content, and build online communities to connect with patients, healthcare professionals, and other stakeholders. Implementing robust digital marketing strategies allows for personalized messaging, real-time communication, and targeted campaigns that resonate with the target audience.

Today, pharmaceutical companies can't simply make an effective drug and count on healthcare providers (HCPs) to come to them - they have to find innovative ways to attract them. Statista shows that in 2015 there were only 3,286 pharma companies with active research and development pipelines. In 2023, this number jumped to more than 5,500. As an earth-shattering number of new drugs are flooding the market each year, HCPs are having a hard time determining the best medicine for their patients. Meanwhile, pharma companies invest more in marketing to help HCPs get rid of choice paralysis and make them choose their solution over that of competitors. In this article, we will share the tried-and-true tactics to build a strong pharma brand. Get creative with interactive email marketing One…two…three…No, we're not counting to run a marathon. Three seconds is what you've got to pull your reader in with your email. Fail to quickly grab the audience's attention? We've got some bad news for you. Nobody's going to bother reading about how amazing your pharmaceutical product is if you're churning out generic emails with artificial intelligence tools.

Advanz Pharma, alongside London-based private equity firms Cinven and HgCapital, is collectively confronted with an £84 million penalty for inflating the price of the thyroid drug by over 1,000 per cent, soaring from £20 to £248 per package over an eight-year period. The Competition Appeal Tribunal endorsed 'all key aspects' of the Competition and Markets Authority's verdict on the companies' culpability in the case, the CMA has said. Advanz stood as the sole supplier of liothyronine tablets, essential for treating thyroid hormone deficiency, with the cost of a packet of these tablets surging over 12-fold between 2009 and 2017. Although Advanz Pharma currently possesses ownership of the company, its former owners, PE firms Cinven and HgCapital, also bear responsibility for the imposed fine, the CMA said. "NHS annual spending on the tablets in 2006, the year before the implementation of the strategy, was £600,000, but by 2009 had increased to more than £2.3 million and jumped to more than £30 million by 2016," Britain's competition watchdog said.

Boehringer Ingelheim UK & Ireland has appointed Vani Manja as its new Country Managing Director and Head of Human Pharma. Manja has been associated with Boehringer Ingelheim for over 11 years, in successful leadership roles in Germany, the United States and most recently as General Manager, India. Her career started as a commissioned officer in the Indian Army Ordnance Corps which preceded leadership roles at Becton Dickinson and McKinsey. She brings extensive experience of strategy, marketing, sales, business development, people management, and cultural transformation and is passionate about tackling healthcare inequalities and advancing sustainable healthcare. Commenting on her new role, Manja said: "It is with great heart that I bring the spirit of conscious leadership to my new role. I look forward to being fully present and partnering with key stakeholders in the healthcare ecosystem in our collective quest to improve health for humans and animals in the UK and Ireland."

Perrigo, one of the world's largest providers of self-care products has appointed Ronald van Workum as Sales Director Germany, Customer Strategy & Implementation DACH Cluster. van Workum will continue to drive the successful integration of HRA Pharma into the Perrigo network, with a focus on well-known brands such as Abtei, Compeed and Granu Fink. He most recently held the position of Head of Key Account Management for Perrigo in Europe, based in the Netherlands. Prior to joining Perrigo he worked for Procter & Gamble in several countries, including Singapore, and in various functions, including: Market Strategy Planning Manager for the Gillette brand; and in Europe as multifunctional Team Leader Emerging Channels. The company also announced Tobias Geiger has been promoted from his role as Finance Director of the Perrigo DACH Cluster, which he held since April 2020, to General Manager of the Perrigo DACH Cluster. During this time, he successfully supported the implementation and stabilisation of the DACH cluster. He also led several business optimisations with his teams, such as the implementation of SAP in Switzerland, process digitalisation and the creation of a DACH Finance Business Partner Model. Before joining Perrigo, Geiger worked for Sanofi for more than 10 years in various leadership positions in DACH and in Latin America.

Drugmaker Viatris said on Sunday (October 1) it had reached agreements to divest some of its businesses for a total of about £2.9 billion. Viatris said its move to divest some of its businesses is part of its long-term strategy to streamline focus on three core therapeutic areas - ophthalmology, gastroenterology and dermatology. The company has received an offer of about $2.17 billion (£1.78 billion) for almost all of its over-the-counter drug business from France-based Cooper Consumer Health. Viatris will retain rights for erectile dysfunction drug Viagra, nasal spray Dymista and select OTC drugs within certain markets. Separately, the drugmaker said it has agreed to sell its women's healthcare business to Spanish pharmaceutical company Insud Pharma, while its active pharmaceutical ingredients business in India will be sold to Iquest Enterprises. Both divestitures would result in about $1.2 billion (£987 million) in proceeds.