29-05-2012, 05:56 PM
Marketing, Sales and Supply Chain Management in the Pharmaceutical Industry
Marketing, Sales and Supply Chain.ppt (Size: 1.81 MB / Downloads: 116)
Course description
The course focuses on the organizational, management and information technology issues and considerations related to the sales, marketing and supply chain functions of the pharmaceutical industry as key components of its business and competitive success and as key boundary-spanning functions.
This course will use extensive research and current literature on pharmaceutical sales, marketing and supply chain management to explore the real and potential information, technology and knowledge linkages between the sales and marketing that drive or support sales and marketing plans and knowledge management considerations that drive competitive distinctiveness. The course will also explore the real and potential information and knowledge linkages between the sales and marketing function and the discovery, product development and the supply chain functions of the pharmaceutical industry.
This course will also examine the regulatory and ethical considerations that impact these functions and examine current issues in these domains which impact pharmaceutical industry sales and marketing and supply chain management.
INTRODUCTION
Today's Challenges – Sales
Globalization
Increased demand to understand lessons learned across different product lines and geographies
Increased requirement to understand local needs to sell more effectively, but to act across the enterprise
Customer saturation with sales literature
Need for continuously updated information about drug efficacy, interactions, contraindications and adverse effects
Greater emphasis on economic and health care aspects of specific drugs and therapies by customers with high bargaining power
Increased demand for sharing information and knowledge gained regarding comparative drug efficacy for clinical targets
Today's Challenges – Standards & Regulations
Need to accelerate the process of moving from drug discovery through clinical trials and then through approval by FDA and other (trans)national agencies
Inconsistent organizational responses to Part 11 – some slow to start serious assessment and remediation while others are “setting the pace”
Increased pressure by FDA on non-compliant organizations
Multiple sources of regulatory references
Multiple sources (or non-explicated sources) regarding advice process “shortcuts” and lessons learned
Replicable approaches for opportunity teams for preparing data and cases to national advisory boards