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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...

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