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On a degree of difficulty scale, marketing prescription pharmaceuticals rates high on the list. It’s an industry like no other — categorised by heavy restrictions, a shed load of data, and an audience that is limited and hugely intelligent.
To top that off, there’s also limited time to monetise the new drug before generics flood the market.
So in a few short years, your marketing campaigns need to shift choice away from the incumbent, educate those at the upper end of the knowledge chain, build brand loyalty and value above just price, and remain within the confines of the MA code.
It’s not a task for the faint of heart.