DRUG DISCOVERY AND STRATEGIC MARKETING - THE NEED TO IMPROVE THE CONNECTION

This article explores the factors that influence the decision to initi ate a drug research project. The contribution which strategic marketin g might make to the process is examined as well as the possible reason s why such contributions often are suboptimal. Possible obstacles to c onnecting research and strategic marketing functions effectively inclu de: Historically, a poor record of sales forecasting; Differing priori ties and time frames, language, and value systems; Poor organization a nd configuration, career trajectories, and stability. Proposals are ma de to improve the dynamics at this important interface. Drug Dev. Res. 43:143-148, 1998. (C) 1998 Wiley-Liss, Inc.