Predictions

Multi-channel marketing in pharma industry in Japan

Keys to deploy successful MCM models and guidelines adopted by best-in-class MCM organizations

MCM is progressing in Japan, albeit at a slower pace than in other countries. Making MCM work in Japan requires channel mix adjustments. Life science firms in Japan that have been early adopters and adjusted their approach to local market conditions are reaping the rewards.

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Multi-channel marketing in Japan

In the US and Europe, we have seen a drastic decline in the number of MRs and a rapid shift towards “non-traditional” multi-channel marketing (MCM) efforts. While the MR will continue to be the driving force in Japan, it is anticipated that Japan will follow the same trend as in the US and Europe, albeit at a slower pace. This article discusses keys to deploy successful MCM models and guidelines adopted by best-in-class MCM organizations.


※This report issued in July 2013.

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