Traditional customers to the pharmaceutical industry no longer have the same freedom to prescribe, and are now being asked to focus on delivering a range of priorities
and targets, against which they will be measured.
While pharmaceutical branding still remains largely product-oriented, there is at least an admission within the industry that companies need to catch up in the branding evolutionary process and work harder to develop, build and sustain lasting product and corporate brands that will give them that crucial competitive edge.
Looking to the future, regardless of company size, effective sales and marketing strategies that integrate clear managed entry/market access plans will be critical to ensure that all stakeholders are able to work together to plan for the financial and service impact of a new chemical entity, and to ensure that existing products are optimised.
