Pharmaceutical promotion strategies should only be directed to the final consumer in those drugs that are sold over the counter while they are obliged to relegate prescription drugs to restricted channels by law and directed exclusively to the physician (prescriptive model). In addition, the publicity of diseases for commercial purposes should be avoided, selling illnesses aggravating or making them seem more frequent than what is known scientifically, in order to increase the diagnostic limit.
The latter should not be realized, since these marketing and communication strategies turn healthy people into patients and expand the market for the sick, in addition to that it can result in health problems when a person takes medicines that he does not need, that is why both as doctors and dentists in Mexico prescribe their patients strong medications only when it is really necessary and pharmacists must respect that decision. For the prescriptive model, among other factors, and the care with which the information on medicines must be treated, the pharmaceutical industry is among the sectors that have taken the longest to incorporate online marketing and social networks into their strategy.
Using Big Data as a competitive advantage in the pharmaceutical industry is useful for business not only in the area of Marketing, it can also help us to save costs, make more efficient diagnoses, improve planning and interpretation of results, as well as the creation of Disease patterns, the prediction of the safety and efficacy of a drug or the accurate measurement of the efficiency of the visitors.
Business experts say that the application of Big Data strategies to improve decision making in pharmaceuticals could generate millions in annual value in the health system of a country like the United States, optimizing innovation, improving the efficiency of research and clinical trials and building new tools for physicians, consumers, insurers and regulators to fulfill the promise of more individualized approaches.
In the health and pharmaceutical industries, the growth of data is generated from several sources, including retailers, patients, and caregivers. The effective use of these data offers the opportunity for pharmaceutical companies to better identify new potential drug candidates and be able to convert them into effective and approved drugs more quickly.