“Gaining market share is always a challenge, even more so in the future… We should be ready for big changes,” says Fabio Oris Piva, VP Global Strategic Marketing Men’s Health – Primary Care, Bayer Schering Pharma. “We have to keep on inventing and initiating new activities to be competitive under these tough circumstances.” A speaker at the marcus evans PharmaBrand Summit 2011, in Montreux, Switzerland, 27 - 29 June, Oris Piva talks about marketing pharmaceuticals, boosting innovation and the role of social media in the industry.

1. 27 - 29 June 2011 | Fairmont Le Montreux Palace | Montreux | Switzerland
Bayer Pharmaceuticals:
Maintaining Market Share in the Pharma Industry
Fabio Oris Piva, a speaker at the marcus evans PharmaBrand Summit 2011, on gaining
and maintaining market share in the pharmaceutical industry.
Interview with: Fabio Oris Piva, VP Global Strategic Marketing Men’s Health – Primary Care,
Bayer Pharmaceuticals
FOR IMMEDIATE RELEASE What role does innovation play?
“Gaining market share is always a challenge, even more so in Fabio Oris Piva: Innovation should provide added value for the
the future… We should be ready for big changes,” says Fabio users. Often innovation ends up with the improvement of
Oris Piva, VP Global Strategic Marketing Men’s Health – clinically marginal product performance characteristics. I think
Primary Care, Bayer Schering Pharma. “We have to keep on we should rather concentrate on the needs and wants of our
inventing and initiating new activities to be competitive under patients and their doctors. In a nutshell, the whole experience
these tough circumstances.” of the product in use - as it is perceived by the target.
A speaker at the marcus evans PharmaBrand Summit 2011, How can pharmaceutical companies utilise social media?
in Montreux, Switzerland, 27 - 29 June, Oris Piva talks about How can they be used effectively by companies producing
marketing pharmaceuticals, boosting innovation and the role drugs for conditions that people want to keep private, such as
of social media in the industry. impotence?
What difficulties are you facing today? Fabio Oris Piva: This is a hot topic nowadays. With all the
industry related limitations, we cannot fully exploit social
Fabio Oris Piva: Erectile dysfunction is the key topic in our unit, media with the necessary degree of flexibility and language
men’s health care. It is a challenge to communicate and reach that the media itself requires to be effective. But certainly
the public with information about the benefits of our social media are a valuable space for listening to our
products. Strict regulations do not allow us to communicate customers and getting in touch with their insights. The huge
directly to the public with branded information. We engage phenomenon of counterfeit erectile dysfunction drugs sold via
with the market through several marketing initiatives, yet we the Internet speaks for a wide appreciation of Internet as
do not get enough return on our efforts. a “privacy” proven media.
What is effective in gaining customer loyalty? Any final thoughts?
Fabio Oris Piva: Bayer has been a research and development Fabio Oris Piva: For many years, the pharmaceutical industry
focused company for more than 100 years, our products are has been in a sort of comfort zone. The whole setting is now
effective and safe. We see a high degree of loyalty in the field evolving, new views and perspectives are required. We have
of men’s health, so loyalty is not a big issue for us. to find ways to leverage our limitations to create more value
for the customers. Increase our capability to read the market
But gaining market share is a challenge, even more so in the to get more insights on the whole experience of the product
future. Generic drugs will play a more prominent role than in use.
they do now, and we should be ready for big changes. The
players have been the same for many years now, and the We have to become better in driving their preferences
molecules are similar. showing the benefits for them, become the champions
of their interests, in the short and in the longer term. As an
We are creative in our activities and constantly innovate in industry, we need to be ethical, trustworthy and honest; these
order to grow our relevance in the marketplace, but the have to form the basis of all our initiatives and communication
communication to position our offer is a challenge. with patients. Communication and transparency are more
important today than ever before.
www.pharmabrandeurope.com

2. 27 - 29 June 2011 | Fairmont Le Montreux Palace | Montreux | Switzerland
Contact: Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division
Tel: + 357 22 849 313
Email: press@marcusevanscy.com
About the PharmaBrand Summit 2011
This unique forum will take place at the Fairmont Le Montreux Palace, Montreux, Switzerland, 27 - 29 June 2011.
Offering much more than any conference, exhibition or trade show, this exclusive meeting will bring together esteemed
industry thought leaders and solution providers to a highly focused and interactive networking event. The Summit
includes presentations on maintaining market share in the wake of generic invasions, conquering the new rules for
reimbursement and getting inside the patient’s mind.
For more information please send an email to info@marcusevanscy.com or visit the event website at
www.pharmabrandeurope.com
marcus evans group - marketing/sales sector portal
Please note that the summit is a closed business event and the number of participants strictly limited.
About marcus evans Summits
marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and
discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a
unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-to-one
business meetings. For more information, please visit www.marcusevans.com
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