Sales & Marketing

Sep 01, 2005
Pharmaceutical Executive
By Pharmaceutical Executive Editors
In the healthcare and pharma industries, where lives are at stake and skepticism proliferates, consumers are even more apt to turn to peers for trusted information and advice about medical treatments.
Sep 01, 2005
Pharmaceutical Executive
Instead of leaving the doctor's office well informed, the patient often leaves without enough comprehensible information to comply with the prescribed treatment.
Sep 01, 2005
Pharmaceutical Executive
If pharmaceutical companies hope to improve their marketing efficiency, they have to change how they approach their customers. For years, manufacturers have been practicing the "more is better" direct-selling approach to physicians. But research now shows what common sense has long suggested: More has become too much. Education has given way to inundation, clamoring for face time with physicians has led to diminishing sales returns, and relationships with major pharma stakeholders have broken down. Physicians, regulators, consumers, and legislators have come to mistrust manufacturers' motives and integrity. As pharma asks how its marketing strategies have missed the mark, it may discover answers in reinventing something it once relied upon: strong relationships with customers.
Sep 01, 2005
Pharmaceutical Executive
By Pharmaceutical Executive Editors
Companies face a serious pipeline gap, partly because they focus too narrowly on scientific breakthroughs. Stakeholders also value convenient compounds with reduced side effects and fewer doses.
Sep 01, 2005
Pharmaceutical Executive
By Pharmaceutical Executive Editors
The current DTC ads, through their persistent use of the term "doctor," are misleading to the public and keep all other prescribers invisible to patients.
Sep 01, 2005
Pharmaceutical Executive
When rebate strategies are coupled with sales force and DTC spending, it results in "margin-negative" business—that is, sales that bring in less than the marginal cost of selling, promoting, and manufacturing the drug.
Sep 01, 2005
Pharmaceutical Executive
By Pharmaceutical Executive Editors
The pharmaceutical industry depends on good science. So what does it mean when a majority of the US population turns its back on one of the fundamental insights of modern biology?
Sep 01, 2005
Pharmaceutical Executive
Gen Xers are attractive to many managers because they typically have a strong work ethic. Although they are self-reliant, they still desire to be taken seriously and want to be valued by their companies.
Sep 01, 2005
Pharmaceutical Executive
If pharmaceutical companies hope to improve their marketing efficiency, they have to change how they approach their customers. For years, manufacturers have been practicing the "more is better" direct-selling approach to physicians. But research now shows what common sense has long suggested: More has become too much. Education has given way to inundation, clamoring for face time with physicians has led to diminishing sales returns, and relationships with major pharma stakeholders have broken down. Physicians, regulators, consumers, and legislators have come to mistrust manufacturers' motives and integrity. As pharma asks how its marketing strategies have missed the mark, it may discover answers in reinventing something it once relied upon: strong relationships with customers.
Aug 01, 2005
Pharmaceutical Executive
By Pharmaceutical Executive Editors
Elegant positioning strategies often fail when doctors learn that a prescribed product isn't on a patient's managed care formulary.
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