Novartis Strategies In The Farmaceutical Sector

Marketing in the pharmaceutical sector – yes, that’s today’s topic I’d like to share with you in the following pages. We all know that the pharmaceutical sector can be associated with huge amounts of money. I am going to write my final master thesis/dissertation about Pharma Marketing, and I’d like to share with you some data about one of the most important pharma companies operating worldwide – Novartis.

Novartis is a global healthcare company based in Basel, Switzerland, with roots dating back more than 150 years. The company wants to provide effectively and efficiently solutions that address the evolving needs of patients and societies worldwide. Novartis products are available in more than 180 countries and they reached nearly 1 billion people globally in 2015. About 123000 employees of 144 nationalities work at Novartis around the world.

  • 4bn Net sales (USD)
  • 9bn Group R&D spending, amounting to 18% of net sales (USD)
  • 41% Novartis Group company managers are women
  • 30% Novartis commitment to cut greenhouse gas emissions Scope 1+2 by 2020 vs. 2010
  • USD 1 Price of one treatment per month in the Novartis Access portfolio
  • 300m Pediatric antimalarials delivered without profit since 2009

We talked in the previous posts about the importance of Corporate Social Responsibility for MNEs and even for SMEs.


Corporate Responsibility is a core part of Novartis business strategy – they take it seriously because millions of patients around the world have significant unmet medical needs. Novartis helps people live longer, healthier lives by discovering and developing innovative medicines. Stakeholders nowadays expect that every corporation acts consistently with its values, in particular with its vision and mission.

Novartis focuses its Corporate Responsibility efforts on two main areas: expanding access to healthcare and doing business responsibly. Building trust and generating value are two main factors that can predict whether a business is going into the right direction.

Novartis listens and responds to its stakeholders. In 2013, the company conducted a materiality analysis by interviewing nearly 100 individuals inside and outside the company – everyone from representatives of patient organizations, non-governmental organizations and health institutions, to customers and academics.

Access to healthcare, governance and ethical business practices and Research and Development are three critical areas which are very important to stakeholders.

I’d like to promote and share with you an important activity which has been provided by Novartis in 2015 – we’re actually talking about its major achievement in the last year: Novartis Access.

Novartis Access was launched in September and aims to improve the accessibility and affordability of treatments for noncommunicable diseases (NCDs) in about 30 countries around the world. Through this program, the company offers governments and other public-sector healthcare providers a portfolio of 15 medicines to treat NCDs at a price of USD 1 per treatment per month. Novartis access is designed to be commercially sustainable over the long term.

Novartis cemented its status as a leading innovator in malaria treatment by securing World Health Organization prequalification for a higher dosage strength of Coartem – antimalarial medicine.

Novartis has a sound strategy to navigate a world with a growing, aging population and continuously evolving healthcare needs. Its mission and vision complement its strategy, and together they support the creation of value over the long term for the company, for stakeholders and society as a whole. Novartis mission is to discover new ways to extend and improve people’s lives. They use science-based innovation to address some of society’s most challenging healthcare issues. Novartis discovers and develop breakthrough treatments and find new ways to deliver them to as many people as possible.

Novartis vision is to be a trusted leader in challenging the practice of medicine. Their strategy is to use science-based innovation to deliver better patient outcomes.

The company is also expanding its presence in the emerging markets of Asia, Africa and Latin America, where there’s a fast-growing demand for access to high-quality medicines and healthcare.

For those who are more interested in Novartis, please take a look at Novartis CR Performance Report 2015, or visit



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