"The mass marketing model was designed around certain principles which worked really well for probably 30 years and they're not working so well today," Russell said.
A move to specialty could help drugmakers cut marketing costs at a time the industry is eager to slash expenses.
"It's much easier to get to 6,000 oncologists in the United States, which is roughly what you have to cover, than it is to get to 250,000 primary care physicians," said van Biesen, head of Bain's North American healthcare practice.
Saturday, May 14, 2011
Is Pharma's big brand era over? | Reuters