For years, Big Pharma has marketed its drugs to healthcare providers using a tried-andtrue model: running clinical trials, publishing the results in journals, and presenting them at conferences.
To drive awareness, brands leverage the evidence in marketing campaigns and physician detailing. Ubiquitous as it’s become, however, this approach has shown mixed effectiveness in commercializing drugs. Its overall return-oninvestment is inconsistent, and its effectiveness in new product launches is declining. In many cases, brands underperform because physicians continue to use older and cheaper alternatives, even when a brand offers significant advantages in certain patient