Specialist initiated products driving larger proportion of pharma revenue.
Increasing pressure on the industry to find new routes back to growth has seen a significant shift in the structure of R&D portfolios in recent years, as pipelines yield more and products that are initiated by a specialist in clinics and hospitals, rather than by a primary care physician.
The impact of this trend is seen most clearly in the increasing contribution of specialty products to market growth and the concomitant changes forced onto distribution systems. For the industry it means new and fewer customers for sales and marketing to target, creating a growing need for pharmaceutical manufacturers to adjust their marketing and sales investments appropriately. A complete rethink on existing models and new approach to portfolio and risk management are imperative.
IMS is committed to developing new diagnostic methodologies to help our clients understand the changing dynamics for specialist pharmaceuticals and be positioned to address such critical issues as:-
- measuring overall markets simply and accurately
- understanding usage by indication and specialty
- identifying the potential of the new distribution channels
- determining distribution channels by country
