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Sales and Marketing EffectivenessFrom understanding hospital and physician relationships through to targeting highly segmented markets, the healthcare industry deliberates on how to strengthen brands and launch new products. Healthcare marketers are constantly addressing the challenges in their therapeutic areas: measuring the accuracy and effectiveness of quantitative and qualitative research, choosing the right communication channels and maintaining the integrity of a brand’s message to ensure all promotional activities and educational efforts are fully aligned. Pressure from government regulators, consumers and global competition can derail strategic but resource-intensive investments. Consequently, senior executives are now making investments that allow them to apply new approaches to obtain a greater market share while increasing their shareholder value. These efforts span from the earliest stages of product conceptualization through to distribution networks. This issue’s special focus of Executive Healthcare Management explores all facets of sales and marketing effectiveness within the healthcare sector, particularly highlighting how healthcare companies can be more effective in the way they brand and market themselves. Through the most current industry news, case studies, and thought leadership from leading healthcare marketing executives, EHM will provide a platform for healthcare professionals to truly stay above their competition. http://www.ngpharma.com/currentissue/article.asp?art=26429&issue=201 Focus Areas:
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