October, 2005    SMM-013

Binary Growth

Beneath all the hype, fads and buzzwords, there are some fundamental truths in pharmaceutical marketing. Results are dependent upon differentiation, and pharmacological differentiation is becoming harder, costlier and shorter-lived. Dr Brian Smith and Baba Awopetu ask: can pharma marketers cultivate both attitudes and data to ensure that they blossom in an ever-changing marketplace?