title: Pharmaceutical marketing in a new age. Effective campaigns still need to focus on what customers want.
abstract: The pharmaceutical industry has focused heavily on marketers' ability to market new products more efficiently. However, a more streamlined marketing approach can help address customers' needs and ease the pressure on drug companies to discover new drugs with blockbuster appeal. Through discussion and a detailed example, this article describes a stream-lined approach to creating more effective marketing and sales force strategies.
authors.affiliation: sanjayr@amgen.com
authors.forename: Sanjay K
authors.initials: SK
authors.lastname: Rao
mesh_terms: D003258:Consumer Behavior; D017277:Drug Approval; D004345:Drug Industry / Q000191:economics / Q000458:organization & administration*; D006801:Humans; D008389:Marketing of Health Services / Q000458:organization & administration*; D014481:United States; D014486:United States Food and Drug Administration