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Merck Rejiggers Its Marketing Mix
Will Other Pharma Companies Follow?

Adam Schechter, President of Merck US Human Health, made this statement not long ago at a Goldman Sachs healthcare conference: "Industry must embrace new ways of engaging physicians on their terms."

Clearly, physicians are not embracing pharma on THEIR terms. Schechter laid out some details of Merck's 2007-2010 goals.

Topics and issues covered include:

  • Spend More, Get Less
  • Merck to Slash Field Force?
  • Consumer Media Consumption Habits vs. Media Spend (Google chart)
  • Customer Focus Means More Technology
  • Engaging Customers on Their Terms
  • Impact vs. Risk Analysis of Physician Marketing Channels (chart)
  • Rules of Engagement - A definition and case study involving AZ

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Issue: Vol. 6, No. 7: August 2007
Word Count: 1514

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Vol 6, #7 Contents

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