An increased level of competition characterizes the pharmaceutical market. Therefore, it is almost impossible to stay on it without marketing knowledge.
Marketing as a philosophy of activity of a pharmaceutical enterprise and pharmaceutical consulting contributes to a successful response to changes in the external environment and the requirements and demands of consumers.
This ensures the adoption of managerial decisions based on marketing research and analysis of the organization’s capabilities. Knowledge and use of marketing provide the company with success in the competitive struggle, penetration into new markets, and attraction of consumers. Ultimately, this leads to achieving goals aimed at making a profit.
Today, software development is an effective marketing tool in the pharmaceutical market. It allows document flow automation, pharmaceutical production technology management, and wholesale and retail trade operations.
Learn more about the pharmaceutical industry and the role of pharma sales and marketing software development role below.
The pharmaceutical industry is a branch related to the research, development, mass production, market research, and distribution of medicinal products, mainly intended to prevent, relieve, and treat diseases.
According to experts, the pharmaceutical industry is significantly different from other industries. It requires a high level of government and business responsibility for the quality of manufactured products and their availability at a price for the broad population to preserve the nation’s health, increase labor productivity, andthe quality and length of people’s lives.
The pharmaceutical market is one of the fastest-growing industries in the global economy today. This is explained by the growth of the capacity of the drug market in the world and the rapid expansion of the range of medicines. Among the factors that most significantly influence the development of the pharmaceutical industry, the following should be highlighted:
- Demographic (population growth rates, birth rate, mortality and life expectancy, migration, etc.);
- Social (level of education and health care development);
- Economic (level of socio-economic development of countries and incomes of the population, level of development of science and technology, transport and communication systems, etc.);
The spread of the COVID-19 pandemic, as a dominant factor of influence, led to a sharp fluctuation in demand for certain assortment groups and complicated the market situation of pharmaceutical products, the logistics of export-import operations, the implementation of investment projects, and the competitive situation in the target markets of the pharma industry.
Despite the outlined problems, manufacturers of pharmaceutical products are increasing production volumes and trying to find development opportunities. For example, the shortage of raw materials was overcome at the supply stage thanks to stocks in production warehouses and pharmacies.
As for adapting to the sharp increase in demand for pharmaceuticals during the pandemic, companies are reorienting to the production of medicines for intensive therapy. Contract production is introduced. It combines the ability to use innovative technologies, accelerate the drug’s entry into the market, and obtain an additional funding source.
In recent years, software development has found wide application in the pharmaceutical sector. For example, an electronic healthcare system has been implemented in the industry by introducing electronic document management and electronic prescriptions. In addition, there has been an expansion of retail Internet trade in pharmaceuticals, etc. Read more about this below.
Competent, practical application of software development in pharmaceutical companies is a requirement determined by the level of competence of the subjects of the informatization process. This, in turn, requires constant improvement in training specialists who use the software in their professional activities.
The complex of these conditions reflects the specialist’s social order and dictates the requirements for theirinformation culture. The effectiveness of the functioning of the pharmaceutical enterprise ultimately depends on how well the specialist knows and applies modern software.
Software development contributes to ensuring high speed and efficiency of work and, especially importantly, increasing profits, allowing pharmaceutical enterprises to survive in conditions of constant competition.
The main areas of application of modern pharma software development include:
- Automation of document flow;
- Management of pharmaceutical production technology;
- Automation of accounting and planning;
- Development of decision-making systems;
- Automation of banking operations;
- Creation of automated jobs.
Today, the choice of software is quite wide. For this reason, a pharmacy, pharmacy chain, or wholesale pharmaceutical warehouse manager must independently make an informed decision regarding a particular software product. As a result, there is a significant number of solutions on the market. The most popular aresystems that automate a separate area of work (for example, accounting), as well as professionally oriented databases of medicinal products.
It is also appropriate to mention the software that allows pharmaceutical companies to provide new services, conduct promotions, and analyze the results of their marketing activities. Here is a complete list of the possibilities of using pharma software in this direction:
- Interaction with reference systems;
- Opportunities for conducting marketing campaigns (setting goals, recording, and monitoring the results of marketing campaigns);
- Implementation of discount programs of various types;
- Implementation of various non-core services;
- Work with bank cards;
- Implementation of modern technologies of business management of the organization (customer relationship management, personnel management, business analytics, etc.).
The main problems of introducing software into the pharmaceutical business are as follows:
- The problem of staff awareness, difficulties in adapting to individual business characteristics;
- A small number of automation departments, which is partially compensated by the high qualification of leading IT managers;
- Insufficient funding for the training of companies’ IT specialists.
On the one hand, the modern pharmaceutical business is a healthcare institution. On the other hand, a wholesale or retail trade enterprise has a number of features. The main features are a considerable assortment and complex pricing regulated by special regulatory acts.
Pharma software development is relevant and vital today. For example, it is used in the automation of document flow, including electronic accounting, management of pharmaceutical production technology; automation of wholesale and retail trade in medicines; creation of automated workplaces at all stages of production, preservation and sale of medical products, etc.