Global consulting firm calls for revolution in drug marketingBMJ 2003; 327 doi: https://doi.org/10.1136/bmj.327.7413.468-d (Published 28 August 2003) Cite this as: BMJ 2003;327:468
- Ray Moynihan
- Washington, DC
A global consulting firm is urging pharmaceutical companies to shift their marketing strategiesfrom targeting individual doctors to influencing senior managers in healthcare systems.
The firm's report Evidence based Healthcare: Overcoming Barriers in Europe hasbeen produced by Frost & Sullivan, a firm providing “growth consulting” and advice to corporate clients in more than 50 countries.
It describes evidence based medicine as a revolution in health care but argues that drug companies' marketing strategies have changed in a similar way. The report criticises existing strategiesthat promote individual drugs to individual clinicians …