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At the Core
Understanding how the true function of marketing will enable it to play a stronger role in the pharma industry's future
To achieve a profitable future, the industry needs to change from its previous blockbuster business model to one that is leaner, more flexible and able to realise non-product based revenue streams.
As part of these ongoing changes, many commercial departments have been radically restructured and, within this evolving environment, 'marketing' has become the scapegoat for much wider and more fundamental issues in the industry.
David Coleiro and Michael White are Partners at Strategic North, a healthcare marketing strategy consultancy that works with clients to build inspiring, joined-up strategic stories.
• This article first appeared in the September 2010 issue of Pharmaceutical Marketing and can be viewed online or downloaded as a pdf to read later
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At the Core
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