4/3/2012

As big pharma's focus shifts from creating blockbusters to developing biologic drugs and other niche products, drug marketing will become more narrow, targeted and multifaceted, writes Matthew Arnold. For example, AbelsonTaylor's campaign for Pfizer and Amgen's Enbrel features a celebrity spokesman, but a separate campaign for the therapy targets patients with plaque psoriasis. New measurement and analysis tools, as well as consumer channels, allow marketers to reach potential patients with more precision, experts say.

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