BY SHANKAR P.
THE BUSINESS ENVIRONMENT for pharma-
ceutical companies has changed in several
fundamental ways, forcing them to replace
their physician-focused, mass-market mar-
keting model with a patient-focused
approach, according to a recent study con-
ducted by consulting firm Pricewaterhouse-
“Health care policymakers, payers and
patients are now assessing the relative eco-
nomic, health and societal value of different
medicines,” said Anthony Farino, PwC’s U.S.
pharmaceutical and life sciences advisory
services leader in New York.
“Customers are driving the marketing
more than the physicians are,” according
to Sandy Becker, marketing professor at
Rutgers Business School in Newark and New
“It is going to be challenging for
the pharmaceutical companies,” she said.
“It is not good enough any more to have
loyal physicians who favor your brand.
Cooper University Hospital in Camden has been at the forefront when it comes to electronic record-keeping, having made its first move away from paper You are dealing with a larger volume of
records a decade ago. Below, Emma Brandon, director of clinical information systems at Cooper, demonstrates its WOW, or Workstations on Wheels, system. customers.”
PwC has classified the socio-economic
changes in the pharmaceutical landscape
Rosy prognosis for electronic records planning and pilot funding, according to the
under seven broad categories:
■ The burden of chronic disease is soar-
ing, even as longevity rises in many countries.
Pharmaceutical companies will have to reduce
N.J. hospitals lead efforts in moving medicine past paper trail state’s Web site about the 2009 Recovery and prices and rely on volume sales, as many
BY SHANKAR P. Reinvestment Plan. countries will otherwise be unable to afford
Steven J. Dundas
THE DRIVE TO create electronic medical records Healthcare Quality Strategies Inc., an their drugs, the report said.
has gotten new energy from President Barack East Brunswick-based nonprofit that is the ■ Policymakers increasingly are mandat-
Obama’s thrust on health information technolo- federally designated “quality improvement ing or influencing what doctors can