News Extra [these Stories Appear Only On The Web]

Global consulting firm calls for revolution in drug marketing

BMJ 2003; 327 doi: (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 …

    View Full Text

    Sign in

    Log in through your institution

    Free trial

    Register for a free trial to to receive unlimited access to all content on for 14 days.
    Sign up for a free trial