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 Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying:

PMN67-01
Issue: Vol. 6, No. 7: August 2007
Word Count: 1514

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