We knew a lot about doctors, from their birthdays to their prescribing habits

It was not enough to grow our market share — we had to grow the market, too.

OUTLOOK


Nowadays, it’s not all fine wine and caviar. Since I left the industry in 2000, pharmaceutical marketing has changed — at least on the outside. After years of bad press, and with mounting fears of a regulatory crackdown, drugmakers adopted a voluntary...

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