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Showing posts from 2012

Yeni Yıla Doğru

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Her yaşta değil ama etrafın farkındalığına erdiğinde insan bir değişim içinde olduğunu hem kendisinin,hemde etrafın  değiştiğini anlamaya başlıyor.Nice yazılarda da söz edildiği gibi önce hızla geçmesini istediği  yaşlar ile günlük amaçlara ulaşma çabasıyla okulları,ergenliği gençliği eritip  yılları hızla geride bırakıyor.Sonrada başka amaçlara yöneliyor özünde bir materyalist değişimin çarkında ve onunda çok  farkında olmadan oradan oraya savruluyor. Pek azımız çok güçlü kararlarla hayattan istediği şeylerin peşine düşerken bir çoğumuzda bize yaşam boyu dikte edilen kalıplar içinde olmak için hayatının yıllarını veriyor.
Felsefe sabahlara kadar üzerinde tartışabileceğimiz bu konuyu bize hediye edilmiş hayatın değeri ve yaptıklarımızın doğru olup olmadığına dair içeriği didikleyebilir ama ben bunu istemiyorum.
Yeni bir yıla doğru kimilerimiz yıldız fallarına bakıp rahatlayabilir veya kaygılanabilir tabii.
Ancak hayatın size ne yapacağı değilde sizin hayata ne yapacağınız ,yolunuzu n…

WHY?

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An ambition for sharing everything via internet, social media channels has become  daily routine. Therefore many business sector have  adapted recent social media &marketing tools for implementing  it for  sake of profitable business and engagement with customers.
However there is one single business sector which has surrounded with millions of  barrier  and the challenges of  its own. Yet there is no clear pathway and clear purpose for  pharmaceutical sector. One may say that there is but  I think its controversial
Pharmaceutical Corp's used to have well defined buying process and they had a well working CRM systems cause its stakeholders were just a few until the millennium.
All the other business sectors including governments have initiated and established a network in the cloud. The new business conduct have enabled them  to increase pace of change internally and externally  in terms of interacting with stakeholders and governments. As a consequence of fast information e…

CHANGE YOUR LIFE FOR HAPPINESS

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A new beginning of life maybe described with changes of routine pattern of ongoing living condition or job change. Mine is comprised both and I decided to make such changes for my future life.
I 've moved from the city where I used to live for eighteen years. Not only relocation of my living place I 've also changed the business sector which I've dedicated all my effort almost twenty years.
Change is a verb even maybe perceived as a stress factor for any living creature.
Although the condition it may have  negative impact on our happiness we usually find out reasons and justification for not to change or leave it for our comfort zone for unknown.
There should be determination and a route plan thus an awareness regarding meaning of life through enjoying the life.
One may say that is not easy cause there are quite a lot  rational for keeping the condition which we do not want to be in. No absolutely not I am not agree with that idea cause the justifications, reasons we count…

To be a Marketing Manager of Today's Enviroment

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Its a dilemma to find out a solid marketing strategy for pharma business.The business has surrounded with variety of challenges and each an every other day a new one has taken place to stop  implementing current strategic processes.Referring the discussion groups  on Linkedin  such questions regarding to future  of the business usually have lack of answers.
Road blocks of accesing the primary customers and stakeholders have established via government bodies. Price cut have become a sharp sword which hanging on pharmaceuticl products.Physicians and Rx's have tracked down by soft ware  systems thus physicians have enforced to select treatments only from the list which governments established.
Patients have now wisdom to reach healthcare system and medicine with reasonable cost for them.Therefore most important group,patients has positive point of view for their healthcare authorities.
However the industry has no altrenative platform to express what course of difficulties do they hav…

Güzel Rastlantı

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Güzel rastlantı nedir önce o'nu tanımlamak lazım; benlikte bir hoşluk,sevinç,kıpır kıpır heyecanlı bir ruh haline olanak sağlayan, odaklanılan düşünceleri bir anda unutturan  karşılaşmanın adıdır demek umarım yeterlidir.
İş yoğunluğunun tavanı deldiği,oradan oraya koşuşturma halinde Viyana'daki bir toplantı öncesinde çalıştığım şirketin dünya pazarlama takımında yer alan ülke temsilcileri ve şirketin üst düzey yöneticilerine öğleden sonra  yapacağım sunumun heyecanını bastırmak için Viyana Hilton otelden kendimi sokaklara attığım bir gündü.
 Türkiye'de analog medyanın en dominant olduğu,misafirliklerin,arkadaş gidip gelmelerinin yavaş yavaş karşılıklı iletişimin arasına girdiği, TV'nin girdabına kapıldığı zamanlarda Dallas dizisinin ilişkileri,özellikle JR'ın komploları ve entrikalarının gündeme oturduğu zamanları hepimiz anımsarız.
Viyana'nın Ekim ayının soğukları başlamıştı ama güneşli gün sokak arası cafe ve restaurantlarının müşterilerini dışarıya doğru taş…

DIPLUSSARGUS HAS REACHED TO 10.000 VIEWERS THANK YOU ENCOURAGING ME TO WRITE

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ISKALADIKLARIMIZ ?

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Yaşamın süratli temposunda günlük kaygılar,telaşlar,ilişkiler yönetimi,finansal endişeler,yarına ait belirsizlikler ile bir koşuşmadır giderken neleri feda ediyoruz acaba ? Aklıma İnka uygarlığını araştırmaya giden Avrupalı bilim adamları ile onlara bu yolculukları sırasında rehberlik eden yerlilerin hikayesi geldi. Avrupalı bilim adamları Güney Amerika'daki bu uygarlığın keşfedilmesi heyecanı ile bir grup arkeolog,sosyolog,jeolog ,antropolog yola çıkmışlar. Vardıkları yörede atalarının yaşam çevresine bilim adamlarını götürecek bir grup yerli ile yola, rakım'ı, ikibinbeşyüz ve üzeri dağlara doğru hemen haraket etmişler.Heyecan içindeki bilim adamları zor yol koşullarına,yıpratıcı derecedeki dağ çıkışına bile aldırmayarak bir an evvel harabelerin olduğu yere varmak,keşiflerini gerçekleştirmek  arzusuyla ilerlemekte hatta yerlileri de zorlamaktayken ;yerliler bir anda ellerindeki bilim adamlarına ait tüm eşyaları yere bırakarak bir arada hiç konuşmadan oturmaya başlamışlar. Bil…

Top Priority of Our Life

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Hope is to most important feeling for overcoming challenges of life.Today' regular  economic fluctuations have put hell of a lot pressure on both employers and employees.News regarding unemployment rate has become a natural occurance of business enviroment.People have also been affected  negatively by those consequences.
However some individuals have an ability to overcome such challenges without scratch and big traumas.
Does it because of their insensivity or their resistance and hope for tomorrow ? I guess the second part is playing an important role for recovery.There are many external factor which have an impact on moral condition of the people.
Continous stress producing resources are all around us ;big city problems,traffic jam,pollution,lack of time for almost everything. But one and most important one is losing social contacts and private life due to great concern about tomorrow.Therefore people pretend not to see other harmfull effect of the business focus living.
Referri…

How Dare ?

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Austerity has become a main purpose of  today's pharmaceutical industry. There of course economic downturn has  been negative impact on each an every industry. In the last two decade along with development of communication network governments has had more information regarding healthcare cost measures of the other nations.
Healthcare spending has been great concern due to its  big share in the budget with  an increasing  burden on following years budget planning.
Therefore governments have followed best cost cutting practices which they have been applied & contributed a saving for the  nations. However in this period of time a very few pharmaceutical company have shown a reaction to such rigid government regulations.
Although pharmaceuticals had a claim regarding their low profit margin on prices due to their investment costs. All of them have fulfilled required cost cutting measures for their products.
Where those cost measures have applied which governments have had a strong…

Teşekkür Ederim

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Bugün birine olan duyguları,sevgiyi takdiri,beğenmeyi,saygıyı söylemekten niye uzak durduğumuzu anlamaya dönük bir yazı yazmak istedim.
Gizli hesaplar olmaksızın,sadece ve sadece, bir insanı takdir etmenin ona sağlayacağı hazzı yaşamaktan mutlu olmayacak insanlar varmı diye düşünerek yazmak isteği duydum.
Hayatımızın çeşitli kaygılar içinde akıp geçen zamanlarında, bir alış veriş düzeneğine kurulmuş ,değiş tokuş mantığının duygularımıza  niçin gem vurduğunu sorguladım. Neden hep içe atılan, egoyu besleyen, onunla tatmin olan, duygusuz ve katı davranış patternini  dinleme arzusunu, baskın hale getiriyoruz hep merak ettim.

Yıllar geçtikçe, daha fazla yalnızlaştıran bir duyguya daha çokmu sahip çıkıyoruz acaba ?                              

Birininin hakkındaki muhasebe sayfasını  açıp; onun, benim,senin, için ne yapıp yapmadıklarıyla değerlendirip, ama en cokta senin için yaptıklarıyla mı iyi,kötü yapıyoruz kişiyi ?
Aman nede duygusal bir yazı hangi ruh haliyle yazdıysa bunalımda her…

AŞIRI GÜZEL

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Pazarlama bir mal veya servise değer katan,onu çekici kılan ve ihtiyacı yaratan,alıcılarını çekmeye yönelik  en önemli noktaları belirleyen bir süreç.İzmir Karşıyaka'da, bir manav da kendince bir yöntem bulmuş ve sattığı ürünlerden birine bu dikkat çekici etiketi yerleştirmiş.
Yıllar önce bir araba markasının ''The car sells itself'' -''Araba kendi kendini satar'' ilanını bu manav görmüşmüdür bilmiyorum ama galiba bu üründe etikete gerek olmadan kendini satar.
Çoğu zaman baktığımız ama göremediğimiz öyle güzel ayrıntılar varki bir pazarlamacı gözüyle yaşanılan heyecanı tarif etmek güç.

A VIRUS MAY BE THE CAUSE OF LAGGARD THINKING IN THE PHARMACEUTICAL INDUSTRY

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There are very talented ,well educated,trained professionals in pharmaceutical industry.Although the high level of  intellectual capacity employees are being enforced to leave all their learnings,experiences,creative skills to become a soldier of SOPs which are thought they are unchangeable turths.
As we dive through deep inside of that matters we can realize the problem.Given the fact of having flat or declining stock prices has well detailed in the article of Forbes ;IBM's Reinvention Should Inspire Flat Pharma Businesses by Dave Chase ( www.forbes.com/sites/davechase/2012/07/28/ibms-reinvention-should-inspire-flat-pharma-businesses/ )
I'd rather prefer to enhance that discussion by providing more insight about the cause of Marketing Myopia and lack of strategy executions.
Question is to be ask for that failure ought to be ;Why do those of high level professionals become laggard industry employees?
There may be a unknown very contagious virus which has  effect on  brain'…

X Kuşağı Y Kuşağı Meselesine Başka Türlü Bakmak

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İnsanları X kuşağı ,Y kuşağı ,diye sınıflandırıp bir başka türden başkalaştırma ve ayrışım düzeni yaratılmak isteniyor olabilirmi acaba ? Yaşanılan yıllar içiresinde bilim ve teknolojinin ileriye doğru gidişi ile onu kullanan,uygulayan olabilmenin öğretim sürecini de düşünürsek, bir fark olmamasının mümkün olmadığı da ortadadır.
Sadece bilim ve teknolojinin, hızla değişen çevreyi etkilemesi yanında ,bir başka unsurda, her yeni kuşağının bir öncekinin yaşam şekli ve alışkanlıklarından, istesede ,istemesede az ya da çok etkilenmesi de doğaldır.
Ancak, yoğun, standardize edilmiş ve kendisinin kabulü dışındaki davranış patternlerini,yaşama alışkanlıklarını onaylamayan bir kuşağı takip eden X kuşağı ;''Bana yapılanı, ben daha sonraki kuşaklara yapmayacağım'' bilinci çok üst noktada gelişmiştir.
İşte X, kuşağının bu acı çekmesinin, onu takip eden Y, kuşağına fevkalade olumlu,insan gelişimini daha da üst seviyeye taşıyan katkıları göz ardı edilmemelidir. Oysa X ,ve Y,arasında…

La Fontaine'den Masallar

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La Fontaine'in fabl'larında hayvan dünyasının IQ'su yüzaltmış hale gelir vede dile gelir.İnsanlara bu tip allegorilerle verilen mesajların bir amacı vardır elbette ;insan, insanın söylediğinden bir yere varmak istemez,ders almaz olur her ne hikmetse !?
Bir tavşanın,bir karganın veya eşşeciğin,bakın bende yumuşattım ,sözleriyle verir mesajını..
Hesapta IQ'su yüksek ,beyni daha büyük olan canlıya  yine bir insan mesajını ,diğer canlının ağzından konuşarak iletir.Garip ama en akıllı canlı insanın bu türlü mesajlara ''haa ha ha ha hi hi,hiii ''derken, masala, hikayeye gülerken anlama becerisi yüksektir.
Zaman içinde yazma ve okuma gittikçe öğretideki yerini,iletişimdeki önemini ve hatta ''insan gibi ''olmak sıfatındaki yerini  kaybetmeye meyletmiştir. Bilerek yapılmış olabilirmi? Akıllı insanlardan biraz daha akıllı  bir kesimi; o zaman için gücü elinde bulunduranlar, yaşamın gelecek günlerine dair bir takım komplo teorileri üretmişmişmidir …

AN EXERCISE ;KEY PERFORMANCE INDICATORS OF PHARMA REPS

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Digital Health Summit Turkey and Lessons Learned From an Event

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First Digital Health Summit of Turkey was great event for listening from all stakehodlers regarding recent  developments and their progression in the digital & mobile world.
Variety of different stakeholders;patients,physicians,digital agencies,advertising agencies,pharmaceutical company representatives,third party service provider firm,research companies,etc. have expressed their point of view regarding new communication and marketing era.
I must say that I've not expected  that much progression among stakeholders of pharmaceutical industry.
Hereby I've confirmed a fact  that one never have to say something very assertive about any subject without gathering sufficient amount of information and evidence or without listening related sources accordingly.
First surprise of me was lack of awareness among attendees, including me  about reaching health care related  valuable  data  which has been available for years  by Google Trends.
Lesson learned; Ask ownself as if reached to…

Yaşamımız ve Bebeklerimiz

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Ana babanın heyecanına diyecek yoktur ilk adımlarını atan bebek için.Bebek oysa bu heyecanın ne kadar farkındadır bilinmez.Bilimsel olarak '' aaa tabii ki farkındadır.'' diyen varsa bana bunu dile getiren bebeği bir göstersin.Heyecanların başladığı yaşlar aslında büyümekte olan bebeğin gaza getirilmiş halinde belki mevcuttur. Diyeceğim o ki bebek bu anlarda sanırım etrafın verdiği gaza gelip heyecanı yaşamıştır; '' Bravo !! nasılda atladı babasına..!!'' Bravo ne güzelde çisini yaparmış benim güzel bebeğim'' tadındadır.
Gerçek heyecanları yaşamaya bisikletin pedalını çevirip düşmekle üstünde kalmak arasındaki adrenalinde belki daha çok yaşar.Veyahut komşunun bahçesindeki eriklere arkadaş zoruyla dalıp ev sahibinden yiyeceği azar ile sopayı düşündüğünde salınan adrenalin etkisiyle... Birden kendime gelip bugün ki çocuk bunu nasıl yaşar diye düşünmeye çalıştığımda biraz durup düşünmek gereği hissetmedim desem çok şişirmiş olurum kendimi.
Ya evet b…

Are You Creative Dreamer ?

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During a marketing conference in 1997 at İstanbul, Philiph Cotler has told  to the audience that soon a digital world -marketing would be  in the center of people's life.He had described a household supply chain which would be digitaly tracked by supermarket which near to the house.The refrigrator would be placed an accessible area of the kitchen  for salesman by a code where the service boy of the supermarket would be able to replace the items has been consumed by the residents.
The audience had not seem to me very excited and rush.I assume they had thought that the mentioned concept was quite far to them at that time.However years past by so quick but development of digital contagion pace was faster than the past years.
Today each an every minute we face there are too many  striking amazing digital developments which are taking place in our daily life.Now we have become depended, obsessive people for digital technology and majority of us have never ever  imagine living without t…

Respect Ownself First

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There are million dolars question in the mind of marketing managers,CEOs,COOs,;How will digital world evolve and where will we intervene  for optimal contribution? Yes I know but who believes to me  cause my assumptions yet to be progressed and they will be real until than no body will accept the things I've told was right. But along my ideas there are a few genius have just initiated smart business strategies such as games for public in order to have an engagement within the rules and regulation.Yes Boehringer Ingelheim company has launched a new game  named as Syrum.Referring to company's official announcement description of the game is ''Syrum is a social game. The health of the world is in your hands, and you’re the only one who can save it. In each chapter, you have to solve a particular problem, which could be a disease or a pandemic that is sweeping the world. The player’s goal is to discover cures, create a stable drug, and then create a clinical trial so …

Quality Control Reps

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Majority of businees executives are sharing same opinions and concerns about  re-shaping the sales force and its utilization  methodology.
 Market place has affected by worldwide financial crisis  where cost containment efforts of  payers have issued  (government and private healthcare authorities)
The  negative effect of economic fluctuation have collaborated with fast developed  information technologies which have helped dissemination of an action.Big pharma has started  implementing new cost cutting measures.
Simple buying process scheme of pharmaceutical products have dramatically changed due to decision maker profile ;new stakeholders. Price issue has become one of the  key issue for the market access where also strong health economic evidences required  by healthcare authorities.
No surprise the pharma sales reps and sales force management have failed  to achieve their goals with well known sales strategies and they have stayed out of the game
Immediate cost cutting measures  …

Talking by yourself is not crazyness anymore !!Happy Social Media Day

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We 've used to see some people on the streets whom were talking by themselves.It is weird though but we never pay too much attention or we think that those poor people have had some problems or something caused them to get crazy.Talking with another person about anything either important or not is a need for healthy life.
However couple of factors have had a negative  impact on human's life style and relationships.
Mass media particularly analog media have been so successfull for being a cause of mindful and behavioral change.Cause the dissemminated message had a warning content which is still widely used even at some of well known metropol cities in train stations,bus stops or at the airports .
People are dangerous and do not talk with them  if you don't know !
 Just take a moment and remember what have you  done first  after arriving to home from an  intensive working day . You 've most probably  switched  on the  TV  to get rid of your loneliness and to get relax.



T…

KAM and Transformation How to start ?

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Couple of days ago a connection from Linkedin has sent me an e-mail in order to have my opinion regarding KAM concept and its establishment.
Economic fluctuations and crisis for developed nations unfortunately continouing and growing.Therefore their investments are being hit by both financial/economic constraints and new business conduct.
Although variety of challenges in pharmaceutical industry financial investment corps have great interest on acquiring pharmaceutical companies that means there is an expectation for profitable return.However new business conduct has anticipated that would need wise business professionals for to ensure foresighted return.
KAM has become a parrot fashion business title but its coverage and ability has to be well understood.
Any of small or big corporation would like to have human resource with following  skills such are  brilliant,dedicated,expert,team player,creative,customer centric,business oriented etc. people.
Robotic perfectionist work force is …

Enviroment and Culture Relation

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Thanks God we've been able to meet with hot summer days so far.As stated by many scientists that we are ,human beings  have caused  /achieved thinning of atmosphere layers due to only our silly justifications and rationals such as  need for development of industries for sake of human's better living !!!???
Of course I can hear your  vocabulary rich comments about that rationals but I usualy try to avoid using fckn wrds in my texts.Anyway although having hot summer days is joy on the other hand knowing seasonal abnormalities are because of human's greedy aggresiveness makes me anxious.
Yesterday on my way to home from the city center I've preffered an alternative way which passes  from a middle of  forest name called Belgrad forest.I have thought it would be great idea picking that option which would enabled me to breath clean air along with its beatiful  green scene.
Education regarding enviromental protection and respect to nature world is absolute issue has to be co…

Don't get caught out again

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In the pharmaceutical corporations and in the healthcare enviroment anyone who is aware of recent development accept the fact that patients or we are ordinary people have the power of decision about almost anything.Consuming a product was used to a pre-determined standart behavioral pattern which had been designed by conglomerates.
Cause the communication network of people  has also been driven via  analog media tools which never enbaled us to interact each other for sharing our ideas and thoughts accordingly.
Initiation of social media platforms have never been thought it would be that much harmfull for the  markets and companies.
People have started sharing about their feelings regarding the goods or services which they 'had been left without the options available until recently.I think we can call this new social media platform, the cloud  as ''to poke'' for realizing the power of wisdom.
Buying processes has now changed for marketers and corporations where the…

MY SCIENCE TEACHER AND TODAY'S HUMAN

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I've been so lucky during high school years cause we had a very good teacher of science and biology. Instead of following the school's strict schedule and science books,he used to let us understand really what those lessons were  for.In one of those days we had a very nice discussion regarding human's future anatomy.
Our dear science teacher had announced a very attractive subject and waken up the class from our day dreamings . The subject was  future of human's body  transformation by explaining the probable causes of  such anatomical changes.
This talk had been long ago it was year 1974 and most of his scientific explanation was on foresee change of human life along with scientific and technological developments.The teacher of science was great person both teaching a lesson and attracting our attention for  our health issues. He used to address even  today's hot topic ;natural food consumption ,eating fruits and veggies thirtyeight years ago.
So considering peopl…

To Shape Patient Perspective Saving For All

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Healthcare budget's burden on economy has always been problem for the governments Therefore budget constraint announcement has become periodical subject which it has followed with price cuts for   pharmaceutical industry.
As a citizen paying less for a treatment seems very good for me.However I still do not realy care about government's budget cause my concern  is only the money out of my pocket.
So as if I go nearest healthcare center for just to get a pain killer I get it .I pay the lowest co-pay cause physician and pharmacist have to take care of that issue.I take the pill or tablet for my pain but if it doesn't work than I put that  aside  which may contain ten tablets and it may be a ten days treatment for another individual.
So as if we analyize that process from economic point of view;there is vasted financial resource and it is  stagnant thus it probably never be active anymore.
Adherence problem is not only problem for patient and physician but it ha…

Marketing Challenges of Yesterday & Opportunities of Today

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Today's marketing professionals of the  pharmaceutical industry have become problem solver rather than creating and implementing strategies.They have put aside their routine job rituals and having brain storming meetings for to overcome everyday road blocks; Payers cost constrains,narrowed marketing activities of MOH,trying to avoid sanctions while preparing a material  tracking the cloud in case of unexpected aggresion of unknown,having long meetings in order to find out a way for keeping customer contact,Seeking every alternative for establishing communication with patients without having conflict with rules & regulations360 degree relationship management concernBudget cuts and the goals to be achievedSocial media and CLM reality but its scary wild world for pharma industry However although these well acquinted challenges of pharmaceutical business there are also many opportunities to be unveiled or to be  discovered for shaping new business enviroment. Only matter is now to…