About this paper
Up until recently, pharmaceutical companies largely followed a product-centric marketing model. However, growing threats to profitability -- such as increasing generic competition, weak new product pipelines, leaner margins, new regulatory and payer pressures, and less access to physicians -- are compelling the industry to change to a more customer-centric business model. In a recent webcast co-sponsored by Pharmaceutical Executive and SAS, experts discussed nuances and best practices around the idea of a customer-focused marketing environment, starting with a data infrastructure that provides deeper customer insights, then analyzing the data to deliver more relevant information and messaging, which in turn drives customer engagement and deeper relationships. This paper summarizes the highlights of that webcast.