Abstract
This paper sets out an alternative strategic way to compete to the blockbuster model in the pharmaceutical industry. The alternative is: Category captain management that approaches a customer not as a supplier of physical products but more of a strategic partner. By focusing on what is needed to improve the drug company's customers in the way of performance metrics and patient healthcare behaviours, the drug company can become a valued ally of its downstream customers.
Get full access to this article
View all access options for this article.
References
1.
Niles
S.
(2007 ). Agenda 2007: Open to debate . Medical Ad News 13 (1 ), 28 –34 .
2.
Mattson
K.
(2005 ). New marketing directives in Finland and their impact on the pharmaceutical industry . a Paper Presented at the First Annual Baltic Pharmaceutical Marketing Association Conference, Riga, Latvia, pp. 1 –20 .
3.
Augat
T.
Bartels
E.
Budda
F.
(2004 ). Multiple choice for the chemical industry . McKinsey Quart. , (December), 1 –7 .
4.
Elling
M.
Fogle
J.
Lawyer
T.
McKhann
C.
Simon
C.
(2001 ). Winning the commercial arms race . In Vivo , (October). 74 –82 .
5.
Sederman
R.
(2004 ). Deconstructing the sales force stalemate . Pharmaceut. Exec. Suppl. , (May). 7 –12 .
6.
Simons
J.
(2006 ). Poison pill: A pharmacist tells all . Fortune , October 2, p. 89 .
7.
Yovivich
B.
(1994 ). Outsourcing trend reshapes marketing . Bus. Market. , (May), 36 .
8.
Desroches
D.
Gundlach
G.
Foer
A.
(2003 ). Antitrust challenges to category captain management . J. Public Pol. Market. , (Fall), 201 –215 .
9.
Carroll
J.
(2004 ). Pfizer disease management did not fizzle in Florida Medicaid ruckus . Managed Care , (September), 10 , 12 .
10.
Brand
R.
(2003 ). Sales makeover . Medical Marketing and Media , (November), 38 –42 .
11.
Jessie
W.
(2005 ). What do doctors want from healthplans? . Managed Care , (March). 14 –16 .
12.
Greene
J.
(2006 ). At a loss over Medicaid . Mod. Healthcare , (November), 32 .
13.
Baghdadi
R.
(2005 ). Lilly stands firm against Florida price negotiations . In Vivo , (October), 39 –42 .
14.Compensation Monitor (2006 ). Physicians' real income continues to fall . Managed Care , (July), 25 .
15.
Borfitz
D.
(2003 ). Can phase IV trials work for you? . Medical Economics , June 6, pp. 58 –67 .
16.
Weiss
G.
(2006 ). Is this ‘free’ technology worth it? . Medical Economics , November 3, pp. 51 –53 .
17.
Herper
M.
(2002 ). Blockbuster peril: When big drugs go bust . Forbes , April 15, pp. 38 –40 .
18.
McGregor
J.
(2006 ). The world's most innovative companies . Business Week , April 24, pp. 63 –74 .
19.
Hamm
S.
Symonds
W.
(2006 ). Mistakes made on the road to innovation . IN , (November), 27 –31 .
20.
Carey
S.
Kranhold
K.
Trottman
M.
(2005 ). GE's bailout of troubled carriers divides airline industry . Wall Street J. , (March), B1 , B2 .
21.
Cassack
D.
(1998 ). Krauth medical: Redefining European hospital supply . In Vivo , (June), 37 –46 .
22.
Basta
N.
(2006 ). Hospital system streamlines its supply chain with a ‘grocery store’ model . Pharmaceut. Comm. , (December), 1 , 14 .
23.
Brady
D.
(2003 ). Will Jeff Immelt's new push pay off for GE? . Business Week , October 13, pp. 94 –97 .
24.
Ante
S.
(2004 ). Accenture's new high wire act . Business Week , November 15, pp. 92 –94 .
25.
Lorge
S.
(1998 ). The coke advantage . Sales Market. Manage. , (December), 17 .
26.
Read
I.
(2007 ). Pfizer retrenches as a result of recent troubles . New York Times , January 23, pp. B1 , B2 .
27.
Prounis
C.
(2003 ). What doctors want . Pharmaceut. Exec. Suppl. , (May), 12 –21 .
28.
Reece
R.
(2003 ). Meeting the MD Mindset . Pharmaceut. Exec. , (June), 114 .
29.
Reece
R.
(2003 ). Help docs ride out the storm . Pharmaceut. Exec. , (March), 138 .
30.
Helyar
J.
(2005 ). Delta's chapter 11 dogfight . Fortune , December 12, pp. 61 , 62 .
31.
Jaklevic
M.
(2004 ). Tech vendors getting fiscal . Mod. Healthcare , (March), 6 –12 .
32.
Jaklevic
M.
(2004 ). Planning for the day after tomorrow . Mod. Healthcare , (June), 48 –50 .
33.
Armstrong
D.
(2005 ). MRI offers doctors ways to profit . Wall Street J. , (May). A1 , A12 .
34.
Lohr
S.
(2004 ). Big blue's big bet: Less tech, more touch . New York Times , January 25, Sec. 3, pp. 1 , 10 .
35.
Lohr
S.
(2005 ). Racing its rivals, IBM risks tripping itself up . New York Times , April 16, pp. C1 , C3 .
36.
Copple
B.
(2002 ). Shelf determination . Forbes , April 15, pp. 131 –142 .
37.
Carroll
J.
(2004 ). Pfizer: Disease management did not fizzle in Florida medicaid ruckus . Managed Care , (September), 10 , 12 .
38.
Saul
S.
(2007 ). States, bridling at cost of insulin, are pushing for generic alternatives . New York Times , January 11, pp. A1 , C4 .
39.
Senior
M.
(2005 ). Novartis/Hexal: Generic combination and more . In Vivo , (September), 1 –10 .
40.
Brea-Kruger
B.
(1998 ). OTCs — opportunity for alliance . Pharmaceut. Exec. , (October), 68 –74 .
41.
Cassack
D.
(2007 ). Krauth medical: Finding a way in the new german market . In Vivo , (January), 48 –52 .
42.
Cassack
D.
(1998 ). Krauth medical: Redefining European hospital supply . In Vivo , (June), 37 –46 .
43.
Cassack
D.
(2001 ). Vamedis: Bringing the old world into the new era . In Vivo , (April), 24 –34 .
44.
Levin
S.
(2005 ). Changing Italian hospital distribution: NGC assumes risk to gain reward . In Vivo , (May), 57 –62 .
45.
Trombetta
W.
(2003 ). The 2nd annual pharmaceutical industry strategic audit . Pharmaceut. Exec. , (September), 69 –82 .