Article Excerpt

In the current market environment, pharmaceutical marketers must maximize the impact of their investments in customer research. The answer to this challenge lies not in conducting more studies, but in integrating different types of data to provide a deeper understanding of market drivers and their business implications. By understanding the connections between attitudes, behaviors and promotion at the customer level, pharmaceutical marketers can move beyond merely tracking product performance to identifying the specific strategies and tactics required to maximize sales for their brands. ...

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About the Author

Paul Kraus is a Principal with ZS Associates in Princeton, N.J.