In Vivo is part of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

This copy is for your personal, non-commercial use. For high-quality copies or electronic reprints for distribution to colleagues or customers, please call +44 (0) 20 3377 3183

Printed By


Moving Beyond Market Share

Executive Summary

Drug companies measure product success with market share--a measure appropriate to the one-time purchase of consumer goods, or even acute care drugs, but one that is increasingly irrelevant and, more important, misleading, for chronic care medicines. Market share largely measures new scrips and thus 80% of companies' promotional spending is aimed at convincing doctors to prescribe a drug--though in fact 80% of the economic value of a drug (and a similar percentage of its medical value) depends on patient behavior, in particularly getting and taking refills, which companies largely ignore. Companies need to adopt very different marketing strategies--and to start by measuring success differently, through metrics like persistence and intensity of product use.

Related Content


Related Companies

Related Deals




Ask The Analyst

Ask the Analyst is free for subscribers.  Submit your question and one of our analysts will be in touch.

Your question has been successfully sent to the email address below and we will get back as soon as possible. my@email.address.

All fields are required.

Please make sure all fields are completed.

Please make sure you have filled out all fields

Please make sure you have filled out all fields

Please enter a valid e-mail address

Please enter a valid Phone Number

Ask your question to our analysts