Articles by Chris Nickum - Pharmaceutical Executive

ADVERTISEMENT

Articles by Chris Nickum

Chris Nickum


Articles
Knowledge-Based Outsourcing: Driving Deeper Insights
October 1, 2010

Tracking, monitoring, and trend evaluation is not enough. Companies must now do more than assess what happened and why.

Blueprint for Excellence
June 1, 2008

In a time of slow growth, true innovators forge new relationships with core customers

Missing the Mark(et)
September 1, 2005

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.

Missing the Mark(et)
September 1, 2005

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.

ADVERTISEMENT

Click here