Pharmaceutical Executive-07-01-2004

Critics often claim that international marketing programs ignore fundamental differences that exist across countries and cultures.

In 2003, Big Pharma produced only a dozen new drugs. At the same time, it came under new pressure to create value from those thin pipelines. In that "hot squeeze" of a climate, pharma companies needed price premiums for every product in every market. They were more successful in some countries than in others. Other pricing trends also took their toll.

Big pharma companies aggressively gather sensitive intelligence about their competitors, but few, strangely, make a systematic effort to protect their own.

July 2004 Table of Contents