| Abstract: | Given the intensity, volatility and direction of social trends, the future of a pharmaceutical company can only be effectively appraised by evaluating the social context within which the contemporary pharmaceutical industry operates.There is an immediate need for pharmaceutical companies to regard the social environment as the key strategy issue in long range planning due to the pervasiveness of social influence. Through perceptions of need, society can influence resource allocation and exercise public control over most facets of innovation, production, distribution and marketing of drugs and in the funds available by controlling prices and profits. Unfortunately a recent attitude study on the future of the multinational pharmaceutical industry indicates that a low level of impact is accorded to the Social Environment.The Social Environment of the future can only be evaluated successfully by utilizing effective social forecasting techniques.Unless the Social Environment is regarded as the central strategy issue and effective social forecasting techniques are adopted there is a very real danger that a socially and economically valuable industry will be progressively less able to meet its commitment to contribute effectively to the future well-being of society. |
