MARKETING MIX PLUS DIGITAL PLATFORM INNOVATION IN PHARMACEUTICAL INDUSTRY: WHERE WE ARE AND HOW TO MOVE FORWARD UNDER COVID-19

Abstract

Today more so than ever, a 'megabrand' is not something that is just discovered in the lab, but something that is taken from a 'promising molecule' to 'blockbuster product' through the coordinated and planned efforts of cross-functional teams, including R&D, medical and marketing and functions. Within global pharmaceutical industries portfolio, there is considerable potential for several products to be taken to megabrand status and make an important contribution to our business in the future. Marketing plays a critical and central role in the creation of a megabrand and, within that, effective communication support is vital in marketing mix innovation. This research thesis was through cases study to find out what are the keys to be responsible for creating and sustaining a megabrand? Why to be successful? And how to success? Maybe it can provide an overview of the key communication activities used to support a brand, from the perspective of launching a megabrand, through examples drawn from previous campaigns, many from within global pharmaceutical industry in Taiwan. In the same time, hope to offer the guidance and advice on the critical communication areas for megabrands: Issues preparedness, competitor strategies, opinion leader support, working with third-party organisations, working with the media, internal communications, working with agencies, and the use of digital/internet marketing. After COVID-19 situation impact, the new digital marketing platform will be more active to discuss and implement in the pharmaceutical companies and create new open innovation for science communication and business impact. Based on marketing-mix modelling 12 P's theories (product, price, place, promotion, power, public relations, probing, partitioning, prioritizing, positioning, people, and packaging), add on new “platform” of digital/internet marketing to analysis the business effect in the global pharmaceutical companies through product life cycle and marketing mix modelling. Finaly, the cases pharmaceutical companies (AstraZeneca/Pfizer/Johnson & Johnson) show different business impact in core therapy area products after new innovation platform of digital/internet marketing. Modern marketing relies on digital technology to analyze the comprehensive performance of a marketing campaign, and help guide future strategies and decision-making. The best way to define a digital marketing platform is to break it down into its two parts: digital marketing and digital business platforms. It also seems to provide us the new innovation marketing mix 13P's theories in global pharmaceutical industry. Copyright © 2021 by Naudé Scribante. Permission granted to IAMOT to publish and use.