Prima Pagina has always worked with a wide range of companies, but over the years have developed clearly-defined specialist areas.
Pharmaceutical Communications is one sector in which the agency has shown itself capable of attaining concrete results, assisting corporations as they confront the current transformations in the market.

What are the challenges facing Marketing Communications in the Pharmaceuticals sector? Against a background of increasing competition, many primary care patents are coming to an end, new technologies are scarce on the ground, marketing is increasingly key in enabling a company’s to realise its aims.
How? By helping clients to handle the changing relations between Pharmaceutical companies and the market. Such changes relate to the ever-more careful customers as well as the means (internet), and also the methodology (passing to relational-marketing which involves interaction and dialogue).

New growth areas – for example, lifestyle drugs and generic drugs – and new sales channels, particularly for OTC and SOP, call for an update in the means of communication.
Also, the emergence of critical public opinion toward Pharmaceutical companies needs to be contrasted by highlighting how such negative perceptions are groundless, given the fundamental social role of Pharmaceutical medicines.

Institutional communications needs to be strengthened, benefitting the brand which could help both a company’s image, as well as help to resist branded and, above all, non-branded alternatives.
Last, but certainly not least, is the issue of the New Media. The majority of Pharmaceutical firms have not developed a strategy for utilising the Net.
When one takes into account the importance of the OnLine community, the USA example, or the use of sites as information tools, it is obvious that the future cannot ignore investment in this field. The word ‘medicine’ is the second most-researched item on Google.
Also, email is supplanting paper communications. Staying within ethical limits and regulations and avoiding the excesses of liberalisation seen in the USA, it is today possible for Marketing to profitably exploit the Internet, and to lay the basis of the future evolution of the Web.