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This is proving to be a very difficult time for the pharmaceutical industry, as it is approaching a crossroads. Multiple forces are at work and significant changes are on the horizon. Comprehensive changes in the United States market are yet to fully unfold, but will undoubtedly have some effect on healthcare markets worldwide. The economic slowdown is in the process of creating a new trading marketplace, where values are being redefined. We live in the era of communication revolution and the patient is now going to be far more educated as he or she has access to information that would otherwise previously have been unavailable. In the healthcare industry, new opportunities will evolve and it is expected that niche products will garner a larger proportion of the market, at the same time as previous product patents begin to expire.

For the pharmaceutical consultant, as we approach this major crossroads, their contribution to the success of the typical pharmaceutical sales company will be greater than ever. This is the time to step up to the plate for the consultant, helping the company’s management to really understand what is ahead and to participate in this modern-day marketing revolution.

Pharmaceutical marketing training will be front and centre in this new and very dynamic industry. Not only are budgets under considerable scrutiny and the real value of any product in question, but unless a company is willing to be on the cutting-edge of exploration, truly innovative in what it brings to the market, it is likely to be caught up in a “sea” of sameness.

Even though regulation is likely to play a much larger role in the industry going forward, the end-user will be far more educated within this environment, as well. We only need to witness the number of people who are discovering access to the Internet on a daily basis and how the advent of the smart phone has truly introduced information to the fingertips of the average person. Patients are turning to social media for their research and are thus listening to the input of a variety of external parties, in addition to the traditional healthcare professional. This in itself is redefining the way that the pharmaceutical consultant should steer the company, as traditional methods of communication must take into account social media.

In this evolving arena, pharmaceutical marketing training should include a brand-new module and should ensure that all key personnel are trained in the values of communicating this way. We are already seeing a process known as “e-detailing,” as companies reach healthcare professionals in a way far different from the traditional, formulated marketing styles of old.

A pharmaceutical consultancy can begin to determine who the real stakeholders are in this market and advise the company accordingly. It is certain that there are far more individuals and companies outside of the traditional marketing environment, all making their voices heard and it’s important to determine the relative importance. In short, we may be moving towards more of a “pull” marketplace and the pharmaceutical consultant should help educate the company to make a hard turn at the crossroads quickly approaching.

Alan Gillies is the Director of L2L Consulting, an elite pharmaceutical consultancy firm which specialises in Strategy Development and Implementation Excellence for prestigious multi-national organisations.