The Development of a patient-centric marketing strategy: Case study of Mithra Pharmaceuticals.

Faced with a changing environment, and more particularly with an increasingly complex and sophisticated demand, the pharmaceutical industry has no choice but to adapt to the market and to take into account, throughout all its operations, an actor becoming key: the patient. This thesis is divided into two sections. On the one hand, the literature review discusses the various changes in the pharmaceutical environment, its implications for new strategies, and concludes with a recent strategic positioning that pharmaceutical leaders are gradually developing: patient-centricity. In other words, this concept, born about 5 years ago, consists of building a brand new service model based on patient experience and no longer on the product. On the other hand, in the empirical part, a new marketing strategy is developed for Mithra, a pharmaceutical company located in Liège, concerning new intimate treatments. Prior to that, problems with the commercialization of another similar product must be clarified. Why are sales of a treatment considered scientifically revolutionary not what the company expected? How to address it and how to launch the next range of intimate products while not making the same mistakes than before? That is what this essay will try to demonstrate.