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Pharmaceutical Market Europe - January 2020

PME January

Can marketing change the world?

Happy New Year! And welcome to a new decade, which promises to deliver more innovation, research breakthroughs and disruption to healthcare than ever before.

Our cover story by Chris Ross this month focuses on the power of marketing and talks about how “the leaders of tomorrow will be those who recognise the power of marketing, and take the best of all the sciences to piece together creative solutions that solve clear and meaningful, customer-centred goals”. Read his story on page 32 to find out why, to prove the power of marketing, you should just ask an elephant!

In this issue we launch a new monthly column by Mike Dixon of the Healthcare Communications Association (HCA). In his first column, Mike looks ahead at what kind of year 2020 may be in terms of healthcare comms and focuses on six key areas, one of which being sustainability. As Mike says: “The need for pharma to address sustainability is important, not just as a show of corporate responsibility, but also for sound business reasons as customers start demanding more sustainable practices within their procurement.”

This month we have two reports that look ahead to 2020. The first report, the 2019 CMR International Pharmaceutical R&D Factbook, focuses on drug costs and trends and shows an increase in activity from smaller pharmaceutical companies, as well as an increased focus on rare diseases.

The second report, Indegene’s Pharma Marketer 2020, predicts a significant shift in channel spend and indicates that one-third of pharma companies will be spending over 50% of their marketing budget on digital channels over the next three years.

And remember, Communiqué Awards 2020 is open for entries from 14 January until 5 March. Visit for more information.

All food for thought as January brings with it a fresh start, and enthusiasm and high hopes for a positive and rewarding year. I hope you enjoy this issue!

View PME January 2020 online

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