By Leonard Lerer, Mike Piper
This ebook is a accomplished evaluation of the present nation of electronic innovation, net task, and e-business within the existence sciences enviornment and a realistic consultant for managers making plans, constructing, and imposing e-strategies within the pharmaceutical undefined. The authors supply a number of examples of cutting edge, top perform and lay the strategic beginning for utilizing e-business around the pharmaceutical price chain from drug discovery to health care professional promoting to direct-to-consumer advertising and marketing.
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Extra info for Digital Strategies in the Pharmaceutical Industry
Services. Hosting and application provision services for decoding genomes and analysing their functions. ■ Software. Knowledge management, database systems, and applications for informatics, sequencing, proteomics, computational chemistr y, visualization and much more. DIGITAL STRATEGIES IN RESEARCH AND DEVELOPMENT (R&D) 39 continued from previous page Celera Genomics, the private company that sequenced the genome in competition with the publicly funded Human Genome Project, utilized the following: ■ ■ ■ ■ ■ $1 million of electric power annually.
While these websites may offer slick graphics and leading-edge web design, they are often not more helpful than the stacks of brochures littering every doctor’s waiting room. Pharmaceutical executives, always aware of regulatory boundaries, are constrained when exploring e-health’s potential to improve patient outcomes. A DECADE OF DIGITAL STRATEGY IN THE PHARMACEUTICAL INDUSTRY 27 Large pharmaceutical companies are devoting a very small proportion of their overall marketing budget to the Internet.
Also, medical advertising, both to physicians and consumers, is severely restricted, minimizing one potential revenue stream. In fact, with the exception of some chronic diseases, it seems that DTC advertising of prescription drugs will, for the A DECADE OF DIGITAL STRATEGY IN THE PHARMACEUTICAL INDUSTRY 29 TA B L E 3 . 1 Hurdles to e-health, pan-European expansion Content Cultural differences EU restrictions on commercial drug advertising E-commerce EU restrictions on commercial drug advertising Differences in reimbursement protocols Paper-bound national health systems Connecting payers, providers and consumers Cultural differences Paper-bound national health systems Source:  foreseeable future at least, not be permitted in Europe.