As the commercial environment becomes increasingly competitive, with success driven predominantly by specialty product launches in the largest developed markets, companies are faced with the challenge of improving launch performance while controlling costs. To address this, companies must arm themselves with a best in class commercial model, a key component of which is a fully integrated multichannel approach. Multichannel implies a choice between a range of channels, and therefore digital channels must be an effective option among these.
在这份白皮书中，我们将数字渠道的使用在过去五年中最大程度地在国际商业上成功推出的参数，这些参数既测量数字参与的数量和质量。
最成功的品牌推出：- Execute sustained activities across a rich set of channels
- Treat digital as a key component of the overall channel mix investment
- 优化预算回报以实现班级表现最好，而无需花费更多
THE CHALLENGE
Now more than ever, delivering strong and consistent launch is critically important for pharmaceutical companies. Portfolio renewal is challenging: less than half of the world’s top 20 pharmaceutical companies generated over 15% of their 2017 sales from products launched in the last five years. As R&D costs continue to rise, companies must sustain returns by launching commercially successful innovative products into an environment where competition is increasingly focused. The market is not only becoming more concentrated geographically, with 87% of the first fiveyear sales of new active substances coming from just 7 countries (US, EU5, and Japan), but the number of launches is also increasing, with FDA approvals of new active substances reaching a 10 year high in 2017.
由于主要价值增长驱动力对发射环境产生了重大影响，因此向专业产品的决定性转变。虽然现在特色产品以价值术语占全球销售额的三分之一以上，但实际上占全球五年价值增长的55％（2017年，传统产品价值首次下降，这意味着市场的专业领域驱动了所有网络生长）。新的特色产品通常很昂贵，并且治疗复杂而严重的疾病最常见，最常见的是患者人群。挤压医疗保健预算导lol买外围用什么软件致了付款人的推翻，进一步挑战收入和收益。专业产品通常还由专业医生发起和处方，提出促销挑战：一方面，专家代表的目标受众范围比GPS小得多，这意味着每个医生的相对价值都高得多，因此每个促销接触必须像尽可能影响；另一方面，治疗途径通常涉及不同类型的医疗保健专业人员的复杂网络，从而增加了对针对和与不同决策者进行策划方法的需求。lol买外围用什么软件
在这种高风险背景下，公司面临三方面的问题：- 增加发布的数量，同时始终如一地最大化其商业成功
- Do so without significant increase to SG&A spending due to squeezed budgets
- 将产品推向复杂且竞争日益激烈的，通常是专业的环境
To succeed in this market environment, companies must arm themselves with a best in class specialty commercial model, two key pillars of which are a full-spectrum multichannel approach and an integrated customer facing team. Field forces are shrinking1 and the roles within them are changing. While traditional sales reps remain an essential element, other more specialised functions are becoming increasingly important and necessary to navigate the complex and interwoven networks of physicians and other stakeholders (eg payers, patients) of the specialty world.
这个客户面对面的团队必须与之一起工作，并且确实完全集成了多通道的方法，其中数字渠道是与医疗保健专业人员（HCP）沟通的可行和有效选择。lol买外围用什么软件数字渠道不仅提供了成本管理的机会，而且还提供了通过增加的交互频率和丰富的相关内容的交互频率和交付的交流来加强与HCP的关系的可能性。在FaceTo-Face接触医生的环境中，这是必不可少的。
为了确保有效与HCPS互动，制药必须数字化。我们从IQVIA发表的先前作品中知道，HCPS对数字通信的需求很大，因为它使他们可以根据自己的喜好管理与制药的互动。这显然是互惠互利的，因为它允许医生获得必要的信息，并为药物提供机会与医生在最有可能接受的情况下与医生进行有关其产品的沟通。但是，我们的研究还表明，在许多顶级发达市场中，制药仍未满足这种需求。
With digitisation of commercial engagement at launch at the centre of this change, we evidence digital’s impact and effectiveness investigating the correlation between launch success and use of digital channels around launch.
方法
由于这些市场中新活跃物质的第一年销售的地理集中度，我们将这种分析重点放在了美国，日本和前5名欧洲。在这些市场中，我们确定了从2012年1月至2016年9月开始的5年新活性物质的最成功推出（后来的发布并不是该分析发布后的全年数据）。
在每个国家 /地区，在每个国家 /地区定义了商业上成功的推出，这些产品是根据发布后前四个季度中每个季度的绝对价值销售在顶级四分位数中始终排名的产品。“国际高级卖家”是那些在考虑此分析的7个国家中两个或多个国家中满足这些标准的发射。然后，我们使用Channeldynamics®促销审计数据来研究发布后的前四个季度如何使用数字渠道。用卷术语测量的五个数字渠道是电子邮件，电子尾尾（实时，远程），电子尾尾（自动化），电子结论（live）和e-eeletings（自动化）。
