Taking the Static Out of Drug Marketing

Executive Summary

Launching a new drug involves a complex series of decision points in multiple areas including clinical trial design, target markets, marketing mix and regulatory/reimbursement issues. The traditional marketing approach tailors strategies to specific physician and patient segments in a linear manner that can be slow in responding to unanticipated results. McKinsey has developed what it calls Dynamic Pharmaceutical Product Marketing, which is a framework that incorporates systems thinking with traditional marketing's best practices to help product companies deal more efficiently and effectively with the variables of the marketplace.