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MediaBuyerPlanner: Pharmaceutical companies are increasingly outsourcing development of new drugs in order to free up resources to market the drugs currently in their portfolio, according to a new study from Cutting Edge Information.
An overall increase in the focus on marketing is one of the things driving this shift, according to Cutting Edge research team leader Elio Evangelista, writes MediaPost.
Marketing is also getting involved in the R&D process earlier. When marketing works closely with R&D, the company can develop more competitive products. "With fewer blockbuster products available in companies' portfolios, those brand teams are finding newer and more innovative ways to market their products," Evangelista is quoted as saying.
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