Product differentiation "no longer enough to create much-needed

For as long as anyone can remember, pharmaceutical marketers havefocused their efforts on product differentiation. Increasingly extensive clinical programs target even the smallest product difference, while vast and expanding promotional resources are spent on setting products apart, according to a new study from Cambridge Pharma Consultancy.

"My product is better" is a message which consumes hundreds of millions of dollars in its creation and communication, the study comments.

The product is not enough