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Week-in-Review Editorial: blogging for healthy marketing

This edition of Pharmaceutical Marketing's Week-in-Review features the start of a regular Marketing Blog, written by the founder of Onyx Health, Karen Winterhalter

This edition of Pharmaceutical Marketing's Week-in-Review features the start of a regular Marketing Blog, written by the founder of Onyx Health, Karen Winterhalter.

It is a time of transition: the industry must now move out of its comfort zone. Learning new skills and adopting new marketing techniques to influence prescribing of brands must be the way forward, says Winterhalter.

The NHS was recently rated as 'mediocre' in the annual survey of EU healthcare, the Euro Health Consumer Index (ECHI) for 2007, ranking 17th out of 29 countries.

According to the ECHUU, the UK showed a mixed performance, winning the healthcare information section, but falling down on other major key indicators of quality, including waiting times and uneven performance quality. In the same survey last year, the UK came 15th.

In five categories, covering 27 performance indicators, the UK scored 581 points out of a potential 1,000, compared with 806 for the winner, Austria. The rating puts the UK on a similar level to the healthcare systems of Hungary, Italy and Slovenia.

The UK was also found to have poor access to new treatments, especially for cancer, and longer than necessary patient waiting times. MRSA infections also remain a problem.

The finding reveals a huge opportunity for the pharmaceutical industry, which can leverage its expertise and help the NHS achieve its goals and improve the international reputations of both entities at the same time.

For example, offering a PCB manager a package which could include a compliance programme for patients with a particular drug to help reduce waste and improve local health outcomes could be looked upon favourably in the commissioning process.

Many companies are still sitting back and continuing to use the traditional sales and marketing model that has served them well in the past, however. The traditional one-size-fits all approach to the NHS no longer works, concludes Winterhalter.

To register with the Marketing Blog, just scroll down the newsletter and click on the Onyx logo. Once you have received your password, you can log in and join in the discussion.

Alternatively, you can reach the Marketing Blog here.

30th September 2008

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