Science-Driven Marketing

Koberstein,Wayne;

Article

Pharmaceutical Executive

August 1, 2001

Pharmaceutical Executive

Pharmaceutical Executive-08-01-2001

Volume0

Issue 0

Science-Driven Marketing

Author(s):

Wayne Koberstein

That marketing should begin early in product development has become a truism in the pharma industry. But as a statement on its own, it sheds little light. What does it mean to begin? At what point do marketers insert themselves into the process? To what end do they enter where once only scientists trod? And, the ultimate question—which the truism fails to answer—how might their intrusion affect the lives of patients, in trial or thereafter?

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Generics: Streamline and Stimulate

Grace Under Fire

Get Ready to Merge or Diverge

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