Pharmaceutical Industry ? A move towards the Hybrid Approach

In 2001 around 40 percent of blockbuster drugs of the major pharmaceutical companies had lost their patent and companies are beginning to feel the effect of decreasing sales and dry revenue streams through blockbuster channels. Decreasing research and development productivity, flattering profit margins, increasing healthcare reforms and negative market evaluations are impacting investor confidence into the industry ability to carry on the growth wheel running. The industry is at a point where it needs a complete change to their target and reaching out strategies in order to be successful in the future. As of now only few global pharmaceutical companies have made changes to their targeting model (from traditional model to hybrid model) however first mover can create market dominance and investor confidence.