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The Future of customer focus and customer value in the pharmaceutical industry

Author: Lerer, Leonard ; Piper, Mike ; Wandschneider, UlrichINSEAD Area: Organisational BehaviourIn: Andersen report : Pharmaceutical, Biomedical and Health Services, March 2002 Language: EnglishDescription: p. 1-55.Type of document: INSEAD ArticleNote: Please ask us for this itemAbstract: Faced with unspectacular pipelines, critical media coverage, social and political pressures, patent expiries, new therapeutic technologies, changes in the economics of health and health care; pharmaceutical companies are being forced to ask themselves whether the traditional, business model will satisfy either their customers (including consumers, physicians, governments, insurers and payers) in the future. The authors describe a scenarios study that aimed to explore the future of customer-focus in the pharmaceutical industry. The research was conducted over six months and included a number of workshops with a range of stakeholders including health care providers, financial analysts, payers and pharmaceutical industry executives.
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Faced with unspectacular pipelines, critical media coverage, social and political pressures, patent expiries, new therapeutic technologies, changes in the economics of health and health care; pharmaceutical companies are being forced to ask themselves whether the traditional, business model will satisfy either their customers (including consumers, physicians, governments, insurers and payers) in the future. The authors describe a scenarios study that aimed to explore the future of customer-focus in the pharmaceutical industry. The research was conducted over six months and included a number of workshops with a range of stakeholders including health care providers, financial analysts, payers and pharmaceutical industry executives.

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