Commercial Business Practice

Written By: morunda | Posted in: Commercial Business Practice,

In the Academy Award-winning movie “The Graduate”, a businessman offers one word of career advice to Dustin Hoffman’s confused character Benjamin Braddock. “Plastics,” he says.   Read More >>

Written By: morunda | Posted in: Active Advising, Commercial Business Practice, Human Resources, We care, Your career

Demand for internationally minded Japanese marketing experts is booming as foreign companies continue to dominate the pharmaceutical industry. People with 10+ years work experience who have strong contacts among key opinion leaders, who are experienced in launching new products and are specialists in a specific therapeutic area are in high demand.   Read More >>

Written By: morunda | Posted in: Commercial Business Practice, Hiring Authorities, Human Resources, We care

Over the last 10 years, there has been one constant challenge for recruiting in Japan’s pharmaceutical industry, and that is the increase in demand from Multinational Companies (MNCs) to hire top marketing managers and directors. There are five main drivers:   Read More >>

Written By: morunda | Posted in: Commercial Business Practice, Hiring Authorities, We care

In interviewing over 500 marketers in the past 10 years the most common response to the question, “How to build a product brand?” is that the marketing and sales teams should build a stronger and closer connection with the KOL’s. On the client side I have heard “We need to think about doing things differently”. Read More However, the recent changes in how companies spend their money in terms of promotion mean that companies need a different approach to marketing their products. These changes are forcing companies to think differently. Other changes in the market have been that patients are taking more ownership of their disease and treatment. Patients are getting connected through social media and patients groups are becoming more active. I met an old friend who is a Marketing Director at a global EU company who has faced some compliance issues in the past 12 months. I asked if his company was still in the “sin bin”. He looked at me squarely in the eye and said, “Philip at the end on the day that was just the wakeup call that our company needed. We had become a little lax and complacent”. He explained that many marketers at his company were in the business of MR promotion with a focus on share of voice and KOL management. Marketing Philip is more than a pen with the product name on it and tissue box” The marketing director’s attitude reminded me of a quote from Howard Schultz in his book Onward: How Starbucks Fought for Its Life without Losing Its Soul “In times of adversity and change, we really discover who we are and what we’re made of.” [embed width="640" height="360"] https://www.youtube.com/watch?v=83yInyY1KLs [/embed] The changes within the market have been the stimulus for marketing department to adopt a more patient centric approach. Marketers are now empathizing and looking to walk in their patients’ slippers. What is the real world situation, and cost-effectiveness of the therapies? Qualitative research shaping the marketing plans for the future. The best marketers are interviewing patients in their homes and observing real life situations. What are the habits of the patients? The marketing director explained that it is hoped that patient-centric cost-benefit analyses be intertwined into clinical research and that the results of these studies contribute to the evidence gained from the research as a whole. It is hope that such studies bridge the gap between the clinical study and the conditions of daily life. Perhaps we need a crisis to awake us from our slumber and implement real change. The acclaimed American economist said it best, “Only a crisis – actual or perceived – produces real change. When that crisis occurs, the actions that are taken depend on the ideas that are lying around”

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