Making Markets and the Global Medical Information Imperative: The Heat is On!
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Drug Information Journal, Vol. 35, pp. 225-230, 2001 Printed in the USA. All rights reserved.
MAKING MARKETS AND THE GLOBAL MEDICAL INFORMATION IMPERATIVE: THE HEAT IS ON! ROBERTJ. HOLT,PHARMD Vice President, Global Healthcare Resources, Pharmacia Corporation, Skokie, Illinois, and Adjunct Professor, College of Pharmacy, University of Illinois, Chicago, Illinois
PAULW. FINNEGAN, MD, MBA Senior Director, Global Healthcare Resources, Pharrnacia Corporation, Skokie, Illinois
JOHN C. ALEXANDER, MD MPH Executive Vice President, Sankyo Pharma Inc., Edison, New Jersey
Medical marketing is the development and application of innovative, scientific evidencebased solutions to patient care problems. Medical marketing aims to bridge the theoretical and the pragmatic through strategic integration early in the drug developmental process, evaluating literature, analyzing industry trends, establishing/conducting research based on real world clinical issues and providing those analyses within the acceptability of the practice patterns, both humanistic and economic, present in that world area. Using innovative peer to peer exchange formats both before and ajier a novel intervention is available in the marketplace assures that the developmental work and the commercialization of that intervention will be maximized to the health care community. The authors describe a Global Medical Information Group (Health Economics and Applied Therapeutics) which has been developed to deliver on the promise of these medical marketing principles. Key Words: Global medical information; Pharmaceutical industry; Medical education;
Medical marketing
INTRODUCTION PHARMACEUTICAL COMPANIES ARE under increasing pressure to continue the pace of product innovation to remain competitive in the global marketplace. Even after innovation, through unique research and de-
This paper is based on session presentations at the 35th and 36th Annual Meetings of the Drug Information Association, June 29, 1999 in Baltimore, Maryland and June 14, 2000 in San Diego, California. Reprint address: Robert J. Holt, PharmD, Diversified Intelligence Group, LLC, 1780 Brush Hill Lane, Glenview, IL 60025.
velopment platforms, significant barriers still exist for successful market preparation and product launch. Information dissemination is a key component of, and strategy for, successful product acceptance. Leveraging and appreciating the inherent value of information itself can further increase the product’s uptake in the marketplace. Being able to distribute rich medical information without regard for the encumbrances of geographical boundaries can allow pharmaceutical companies to execute flawless global product launches to create synergies with marketing, reduce the challenges of price control, and ultimately, extract maximum commercial
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Robert J. Holt, Paul W. Finnegan, and John C. Alexander
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value of the product. Consequently, the authors recognized a huge opportunity to maximally leverage the
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