This year, the pharmaceutical industry has been under great scrutiny by the government, as well as many of the public trade groups. The pharmaceutical marketing and sales functions have become much more complicated than ever before. With the CMS government programs, having certain drugs placed on formulary is a key ingredient to on-going success. The strategy and analysis of the appropriate customer demographics must be flexible enough to continually adjust to include consumers as well as the general physician population, formulary committees, government pricing boards, and PBMs.

What can pharmaceutical marketing and sales organizations do to sift through these mine fields and develop the most effective campaigns, programs, and execution plans? What are the tactical plans that must be developed to help influence each group of customers?

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