Pharmaceutical Industry In Hungary And The Challenges Of 2012

The Hungarian pharmaceutical industry had a rather hectic year, and 2012 seems to promise some new challenges as well. The different steps of healthcare reform have been summarized by the Semmelweis- and Széll Kálmán Plans. These proposals introduced and initiated numerous arrangements, that change the basis of healthcare, as well as the internal operation and marketing strategy of pharmaceutical companies. Not only have the target groups of communication changed, but even the nature of communication channels directed and applied to them are new.

The previous one-way communication directed only towards physicians is being replaced by a new strategy with more performers, including pharmacists, patients and customers, who all have an important role in the communication process.

Observing the different channels of communication, the significant growth of the role that the internet plays is obvious. In our experience the members of the market are interested, more or less open to online solutions, but at the same time uncertainty is prominent mainly because of the lack of experience in Hungary.

The new legislative regulations in Hungary are essentially strengthening the digital trends. Because of the forced axes on the number of representatives finding other, alternative sales activities to substitute the work of reps is crucial.

There are numerous tools for companies when it comes to sales and communication, but it is also very important to find the right toolkit – with the appropriate form and content – to meet the needs of the target audience. The opinions and attitudes of physicians about alternative channels are typically known, majority of them are open, or can be convinced about the advantages and possibilities provided by these new tools. In the meantime in-depth research to segment, and to observe the special needs of the target groups is going to be even more valuable.

Are you open to getting information through the following, new channels?

Multimedia presentation showed on tablet/iPad during personal visits

Source: Szinapszis MediJournalTrack 2011 (n=909)

Pharmaceutical decision makers also realize the necessity of online communication with physicians and patients, but their high level of mistrust toward this area is obvious which is typically caused by the lack of experience in Hungary. In the future agencies providing online solutions will have to try to ease the anxiety and to answer the emerging questions of decision makers.

(Katalin Kiss)

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