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Retooling the Pharma Marketing Model
PharmExec, 04/16/09

Many pharma companies have followed a stagnant business model for decades, guided by precepts that held, in effect: When R anD is pumping out blockbuster drugs, bask in the glow of Wall Street analyst reports; when new products are few, cut costs across the board and hunker down until things get better. Pharma marketers, in turn, have usually followed this simple paradigm: Increase spending when markets are strong and cut spending when they weaken. Cause and effect are frequently reversed. Executives often ask how big a brand must be to support a sales force of a certain size.

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