Merck Rejiggers Its Marketing Mix: Will Other Pharma Companies Follow?

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Merck Rejiggers Its Marketing Mix
Will Other Pharma Companies Follow?

SUMMARY

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

Find other articles in related Topic Areas:

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