In 1999, I joined the pharmaceutical industry as a sales rep, captivated by the vibrancy and strategic mastery of the marketing department.
It was a beacon of aspiration, embodying the pinnacle of strategic thinking and marketing excellence.
Fast-forward to today, and I find myself questioning the very essence of these marketing departments.
Over the past 25 years, the landscape has drastically shifted. Compliance and ABPI regulations have tightened, arguably constraining marketing creativity. Market access teams have emerged, taking the reins on launch and go-to-market planning.
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