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This year's speakers
Several key themes and debates about change and customer-centricity emerged at this year’s eyeforpharma 9th annual Pharma Marketing Summit 2009 conference in Berlin, October 22-23rd.
Making the customer the center of gravity
“The customer is the ‘center of gravity’ Armin Pearn, business innovation director at Pfizer AH and a speaker at the event stated. Jane Griffiths of Janssen-Cilag agrees. “Trustful, intelligent communications will help build partnerships and open new dialogs,” she says. But Jo Jarvis, head of advocacy at Wyeth, stresses that marketers must know who they want to build relationships with and do their homework before they meet.
Market access – the fourth hurdle
Nowhere is responding to change more critical than when it comes to market access strategies. Getting regulatory agency approval for a new drug was once the end goal of drug development but in today’s healthcare environment, where governments increasingly determine price and availability of drugs, market access has become the ‘fourth hurdle’ in successfully bringing a drug to market.
“There’s an opportunity, I believe, to engage earlier with organizations like NICE in the UK to see what kind of endpoints would be useful to develop in phase III to allow them to appraise new drugs a bit more easily,” Rajesh Gupta, Former VP Merck Serona says.
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