Why pharma brands need to provide services as well as products
Stephen WhitesideWarc
From "breakthrough innovation" to "blockbuster drugs" and worrying about brands going "off-patent", the driving forces behind the pharma category all point to one thing: the product is king.
But, as discussed by various speakers at the ePharma Summit – an event organised by the Institute for International Research and held in New York – that situation might be starting to change. "I think historically, we've been really focused not just on discrete customer types, but also really disproportionately around the product," Nancy Phelan, vice president of...