Pharmaceutical Marketing Partnerships: Improving Product Performance through Innovative Marketing and Promotion

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Abstract

• The pharmaceutical industry and market are rapidly changing in the face of various market forces.

• Fewer drugs reaching the market, increased accountability, cost-cutting, consolidation, prescription drug coverage, strict marketing guidelines, ever increasing regulatory oversight, drug pricing issues, politics, and drug importation represent some of the challenges facing the industry today.

• Marketing and advertising companies must remain flexible, dynamic, and responsive to changing market forces in order to remain competitive in this changing environment.

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