Remember “Pharmaceutical Marketing?”
The way it used to be. When we would work for months to come up with a product’s “positioning.” And when “sales reps” would duke it out for physician attention and favor? And leave samples? Not any more, folks. This recent article provides further support for a point I have made previously. Especially in high priced “specialty” pharmaceuticals, the war is now won or lost not through traditional marketing efforts, but through the striking of exclusive deals. Bottom Line. Over a year ago, my old friend Kim Slocum asked me an interesting question. If the pharmaceutical marketplace is to be driven largely by deals, he pondered, what would happen to traditional commercial activities like marketing, marketing research and sales? Actually he knew the answer and shared it with me. They will cease to exist!