The Pharma Industry in Japan is torn between traditional and new worlds. Historic pathways for reaching Doctors and patients is changing, relying on new avenues to make prescription decisions – trusting new influencers and turning to emerging digital sources to fuel choices.
Tighter physician schedules mean it’s more difficult for MR’s to achieve face-to-face time with doctors. New channels need to be examined to build and sustain relationships to get efficacy messaging across.
To add efficiency and reduce reliance on Field Force Marketing, Pharma companies have turned to marketing technologies, including e-detailing, CRM and Webinars etc
The core motivations for Pfizer’s decision to investigate marketing technology solutions were to:
The decision was made to implement Marketo as the Marketing Automation platform to successfully lift and move a suite of brands into an automated environment, contextualized around the needs of both the legal and regulatory requirements of the category and Pfizer Japan compliance standards.
The approach was also to leverage this technology transfer as an opportunity to lean into Digital Transformation initiatives within the organization while meeting the stated objectives of reducing reliance on MR’s, reducing program costs, and reducing dependencies on Pharma Marketing Platforms that hold the industry captive.
The initiative included: