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Rejiggering the Marketing Mix a la MerckPosted: July 3, 2007Adam Schechter, the president of Merck US Human Health, made this statement a few weeks ago at the Goldman Sachs healthcare conference: "Industry must embrace new ways of engaging physicians on their terms." Schechter said Merck is on course to significantly reduce its promotional spend by 2010 and estimates it will cut its filed force spending by 9% in 2007. According to PharmExec.com, however, "Merck spokeswoman Amy Rose wasn't having any of it [talk about a 9% reduction in detailing]." "This is not a head-count reduction," said Rose. "Our new model calls for an increased use of technology [and metrics], and it is much more customer-focused." See how Merck plans to rejigger its marketing mix and whether or not this will be a model for other pharma companies to follow by reading today's post to Pharma Marketing Blog. For more posts in related topic areas, see: If you wish to receive notice by email whenever a post is made to Pharma Marketing Blog, please subscribe.
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