1. In Vivo
  2. >>Global Vision

Novel Marketing Models for Mid-Sized Companies: Co-operating to Compete

 
• By Hazel Dawson

Mid-sized European companies attempting to compete with Big Pharma's increasingly dominant sales forces in the European primary care arena might consider following Altana Pharma and Solvay Healthcare's lead. A novel cross-promotional agreement comprising a detail-time swap in the UK in theory allows each company to boost its share of voice in its target indication-at practically no extra cost.

The positive correlation between the number of reps detailing a product and that product's sales is well known. And it's especially strong in Europe where, unlike the US, DTC advertising is prohibited and hence patients' influence on prescribing decisions is minimal.

But in a marketplace dominated by Big Pharma's huge sales forces, Europe's mid-sized companies, with fewer resources, are at a...

Read the full article – start your free trial today!

Join thousands of industry professionals who rely on In Vivo for daily insights

  • Start your 7-day free trial
  • Explore trusted news, analysis, and insights
  • Access comprehensive global coverage
  • Enjoy instant access – no credit card required
Start Free Trial

Already a subscriber?

More from Global Vision

UK Bets On Regulatory Innovation As Competitive Advantage In Synthetic Biology

 
• By David Wild

The UK government has prioritized synthetic biology and created a "concierge service" for biotechs just as the US cuts science funding.

Chinese Firms Build Obesity Clinical Pipeline But Face Wider Hurdles

 
• By Xu Hu

Despite the ability to initiate clinical trials quickly and having strong manufacturing capacity, Chinese companies are facing multiple challenges in the obesity space.

Unpacking The Impact Of Trump’s Tariffs On Drug Pricing And Production

 
• By Ed Silverman

Big pharma plans to invest billions of dollars in US manufacturing to avoid tariffs proposed by the Trump Administration. However, the implementation of these plans may be delayed due to regulatory complexities and rising costs from tariffs, potentially impacting drug prices for consumers.

Barcelona’s S2 Xpeed Accelerates Hardware-Based Medtech Start-Ups From Prototype To Market

 
• By Marion Webb

S2 Xpeed is driving the rapid growth of medtech and hardware start-ups in Europe. Operating under a "sweat equity" model, the program helps early-stage companies move from prototype to manufacturing readiness in exchange for equity.

More from In Vivo

AI In Health Delivery: Patients Most Confident When HCPs Are In Charge

 
• By Ashley Yeo

Annual survey of patients and professionals shows how attitudes to health system transformation are evolving and what stakeholders are demanding as acceptance of AI tools accelerates.

Medtech Innovators Court London-Based Investors At BioWales 2025

 
• By Ashley Yeo

BioWales in London 2025 showcased the efforts healthtech innovators are making to meet investors on their own turf, illustrating changing attitudes and evolving needs.

Rising Leaders 2025: Metsera’s Whit Bernard’s Musical Path To Biotech Leadership

 
• By David Wild

Metsera CEO Whit Bernard applies an unconventional leadership philosophy to develop next-generation obesity therapeutics, including monthly GLP-1 injections and oral peptides.