The healthcare decision-making landscape is changing, with insurers, governments, hospitals, and multi-specialists now having more influence in addition to doctors. Pharmaceutical companies must develop new skillsets and strategies like key account management, health economics, and real-world evidence generation in order to effectively engage and build relationships with these diverse set of players. Additionally, the rise of chronic diseases requires a shift from treatment to disease management, utilizing integrated approaches and uncommon partnerships with more patient-centricity.

4. Decision-makers for pharmaOld Vs.
New
Decision-
makers
Insurers Govt.Hospitals
Old New
Multi-
specialists
Does pharma have
the necessary
skillsets and
strategies to build
relationships with
these players?
Doctors
Key Account
Management
Health Economics
Outcomes
Research (HEOR)
and Real World
Evidence (RWE)
The Changing Dynamics of Decision Making in Healthcare

5. The
Chronic
Illness
Outbreak
Life-time value of customer
Mindset Change
Acute
Chronic
Treatment to management
Integrated Approach
Uncommon partnerships
Greater patient centricity

6. If the rate of change on the outside exceeds the rate of
change on the inside, the end is near- Jack Welch
Ability to
Respond to
Change
Change
Complexity
Decline

9. New Segmentation of Doctors and Imperatives for Pharma Marketing