The Pharmaceutical industry

Abstract

The challenges confronting the pharmaceutical industry are multiple and mounting, so too are the opportunities (Accenture, 2006). In 2008, the global pharmaceuticals, biotechnology, and life sciences industry group generated total revenues of $917 billion, while the pharmaceuticals alone proved to be the most lucrative for this group, generating alone total revenue of $684.2 billion, representing 74.61% of the industry's overall value (Datamonitor, 2009). As such, the pharmaceutical industry constitutes one of todays most important and fast growing sectors. Yet, as any other global market, the pharmaceutical industry is continuously changing and adapting to new technologies of the modern era. The purpose of this study is to identify the key factors that drive pharmacists to engage more in the E-marketing trends within the Lebanese pharmaceutical B2B supply chain.