Novartis Feels Patients' Pain
Executive Summary
Novartis's marketing now speaks as much to patients' emotional experiences of illness as to science or clinical benefit--and the shift is boosting sales.
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In dermatology offshoot Intendis, Schering AG has created the ideal European crossbreed: a group with the management experience associated with spin-outs, and a revenue-generating side more typical of specialty pharma. The snag: Schering's retaining full ownership--for now.
Activating Consumers
A new survey shows top drug executives still question their ability to exploit consumer promotion. They've got good reason: while consumer promotion clearly works in driving patients to doctors, increasing diagnosis rates and increasing patient requests for specific products, large numbers of their switch requests are denied. To give consumers sufficient power to influence their physician's prescribing behavior--Effective Voice-companies need a deeper understanding of physician attitudes towards requests in general, the specific therapeutic area and the product vis-à-vis competition.