Pharma 3D: Rewriting the Script for Marketing in the Digital Age

Author Speaker Series

Every pharma company is looking for growth, but recently it has become more challenging. In 2015, 56% of pharmacos saw declines in net revenues and the industry as a whole grew at just 1%. Declining R&D productivity and narrow pipelines are often cited as the culprit, but many companies have refreshed their pipelines and 2015 saw a historic number of new product approvals by the FDA. To fuel growth, pharmacos need to similarly revitalize their commercial strategies. Our book, Pharma 3D: Rewriting the script for marketing in the digital age provides a pragmatic approach.

Patients and their healthcare providers (HCPs) now communicate, access and share information fundamentally differently than they did a short time ago. Today, 70% of people search online when experiencing a symptom and an equal number of HCPs do the same when making a diagnosis.  As a result, 1 in 20 Google searches are now health-related – a number that has increased more than 15% each year since 2011. Despite these dramatic shifts, most pharma commercial models remain unchanged.

Many pharma leaders recognize the enormity and importance of evolving, but either don’t know where to start or can’t envision a viable pathway to make the necessary changes. Pharma 3D presents this pathway, based on the successes of companies in other industries and the experiences of the authors at the Wharton School, Google and McKinsey & Company.

“Thinking in 3D” represents a big change for pharma companies, but it’s worth it. McKinsey research finds that companies with advanced digital capabilities grow revenues twice as fast as peers and deliver 25% greater total returns to shareholders annually.

For more on how digitization is revolutionizing the relationship between patients and pharma, and how companies can respond, see

Panelists Include: 
Thursday, June 2, 2016
6:00 PM - 8:00 PM


Midtown location (Note: Address will be sent via email to all registered guests 24-48 hours prior to the event to the "Primary Email" address listed in your profile. Please review your profile to confirm that the email address listed is correct.)

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Gold & Benefactor Members - $0
Other Wharton Alumni/Guests - $40.00

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