Pharmaceutical Marketing in the 1990s: Adjusting to New Market Realities

Abstract

The new market realities require pharmaceutical marketers to manage their resources efficiently and effectively, fully recognizing the implications and relevancy of the new marketing paradigm in relation to their products. Reality-based decision making will consider the needs of drug utilization decision makers, the cost effectiveness of investigational new drugs, the impending standardization of medical practice, and the impact of these factors on the commercial viability of new product innovations. Adjusting to new market realities in the 1990s has a broad, multifunctional impact that requires a creative reexamination of clinical, marketing, and sales operations. In the emerging data-driven environment, medical communications consultants can anticipate many new challenges.