Going from Sixty to Zero is Not a Good Look
To the world that lies beyond the pharmaceutical industry, I know that as a motivational pharmaceutical speaker, the projected 2022 revenues of $8.7 trillion seems proof positive that the industry has it made. In fact, the headlines, are trying to convince the world that maybe the industry has it too easy.
Speaking to industry experts throughout the nation, I have learned the outlook is far from certain. In fact, being a pharmaceutical keynote and breakout speaker, I know that many pharmaceutical sales, marketing, R&D and manufacturing people are cautious about the years ahead.
The reasons are many
Cautions cited by industry professionals that may affect growth include evolving healthcare policies, inventory management problems, the avalanche of sheer data across all platforms, the challenges of digital marketing post-pandemic in tandem with overall provider brand cognizance, constantly changing payment models, system-wide inefficiencies and the overall customer – pharmaceutical industry interface.
Any one of the challenges cited above can sink product, promotion, sales, revenue streams, compensation, marketing efforts, product development and ultimately, innovation.
The pharmaceutical industry is as subject to inflation and supply-chain issues as any other industry. Given what the industry does, given the importance of the mission, the delicate balance of development, manufacturing, approval, payment and a myriad of other factors can derail the best of products and ultimately bring down the valued customer experience.
In my role as a motivational pharmaceutical industry speaker, I don’t know of any other industry with the same set of challenges and mountains to climb. This is doubly true with those in any phase of sales, marketing and closely aligned corporate efforts.Inspirational Pharmaceutical Speaker
Interesting enough industry research as well as discussions I have had with industry executive leaders all point to the fact that the overall experience between the “buyer” at all levels, and the pharmaceutical companies needs to be fixed and vastly improved.
Isn’t this communication basic?
Healthcare providers and their patients are demanding that the most basic construct of all, the overall experience of customer and patient toward the pharmaceutical company needs to improve. The experience needs to be modernized and the information generated by the company needs to be clear, understandable and useful.
Who is responsible for this flow of communication, this commitment to communicate product benefits? The answer may be surprising, but logical. The responsibility is up to everyone in the organization. In this age of AI, evolving policies, insurance challenges, rising costs, manufacturing, inventory and supply issues, communication and the determination to answer provider and patient concerns remains high on the list of priorities.
“How will this drug help my life?”
It is a question much more relevant than price apprehensions or social and passing political issues. When the industry fails to communicate and to offer clear answers to questions – internally or externally – everything else is affected.
Communications is everyone’s obligation. It is the company face that says, “We are here to help and we are committed to your health.”
Scott Burrows, Motivational Pharmaceutical Speaker. For more information, please contact Scott today or through this website or for more immediate attention at: 520 – 548 – 1169.
