People who purchased this also purchased...

• Esomeprazole in GORD (in Primary Care)
• Excellence in medical marketing: Origins, definition and precursors

Further Product Information

AUTHOR(S):

Paul Stuart-Kregor is a Director at The MSI Consultancy, a specialist pharmaceutical marketing company providing consultancy, strategic research, training and IT solutions for the pharmaceutical industry throughout the world. Over the last 10 years, Paul has acted as consultant to many top pharmaceutical companies, developing a reputation for delivering insight and workable solutions to commercial problems.

INTRODUCTION

Much has been written and discussed recently about ‘marketing excellence’ in the pharmaceutical industry. With the increased pressure on companies to increase the return on the investment in research and development (R&D), clearly companies are looking to add or extract the maximum value from corporate assets. With the increasing costs of salesforces, companies are recognising the need to act smarter, in part through more effective marketing. This survey is an attempt to see just how good marketing is in the healthcare industry, and where there is need for improvement.

ABOUT THE JOURNAL Journal of Medical Marketing ISSN: 1745-7904 The Journal of Medical Marketing is guided by its respected Editor Dr Leonard Lerer (INSEAD) and an international Editorial Board of leading academics and senior practitioners from the medical industry. The Journal aims to facilitate excellence in marketing and strategic management in the pharmaceutical, medical device, diagnostic and other markets in which the customer is a clinician or related professional. Every quarter the Journal contains a range of peer-reviewed papers, including both practitioner studies and leading edge academic research, covering the breadth of the industry. The Journal also provides expert analysis of the changes taking place in the global medical market, and reviews the latest market research reports available in all three industry sectors.