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Global consulting firm calls for revolution in drug marketing

BMJ 2003; 327 doi: https://doi.org/10.1136/bmj.327.7413.468-d (Published 28 August 2003) Cite this as: BMJ 2003;327:468
  1. Ray Moynihan
  1. 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 …

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