The healthcare system represents an extremely complex dynamic and due to its size can be a primary driver of a country’s economic engine. Within this industry, a new product must face complex restrictions and the attention of a variety of different parties. Before a pharmaceutical products can be brought to the market, it faces a difficult road from the desk of a scientist to the hand of the consumer. Invariably, pharmaceutical consultants are critical to this journey, as they help all those involved to understand the situation, disseminate the information and make decisions.

A pharmaceutical company is far more than just a manufacturer of health products and solutions. The pharmaceutical consulting firm helps the company understand how it needs to educate the consumer. Most often, the pharmaceutical companies are at the cutting-edge of science and help to uncover solutions or possibilities previously unheard-of. If they have not paid sufficient attention to marketing, all the exploratory work may fail as the path through the regulators to the professionals may seem unclear. Those with a financial interest, especially the all important insurers, will also benefit from a good marketing approach, as they will be made aware of the positive features and benefits associated.

While regulators will ultimately determine if a pharmaceutical product may be made available and will confirm the associated claims, the pharmaceutical company must be able to market itself, its reputation and its products within the ultra-competitive and distracted healthcare industry. There are a lot of vested interests to take into account and some of these interests may promote older or generic medications, sometimes to the general detriment of the patient. Pharmaceutical companies must create a position within such a difficult marketplace, in order to push science and discovery and their own significant position forward.

Sometimes, the vested interests are very powerful and do not serve the ultimate client best. In popular opinion, healthcare reform is always controversial and the pharmaceutical company would do well to accurately and forcefully communicate its position. The harried physician must listen to many different interested parties before a decision can be made about the patient, including the views of other professionals, training and education, patient restrictions, formularies, best practices and traditions. Statistics tell us that 90% of the most frequently prescribed drugs are generics and thus it is difficult for pharmaceutical companies to ensure that they are being heard in the right place at the right time. Generally, pharma consulting firms play their part in helping to establish channels and best practices.

Pharmaceutical companies have been responsible for many of the most amazing discoveries in the world of medicine. Previous generations would surely marvel at some of the cures available today. To enable healthcare to continue to get better, much emphasis must be placed on marketing.

Alan Gillies is the CEO of L2L Consulting, a cutting-edge pharma consultancy firm which specialises in optimising productivity and performance within international companies by applying tailored organisational strategies.