From Blockbuster to Specialty Sales


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It seems as if all aspects of the pharmaceutical industry are transitioning from a blockbuster to a micro or niche approach. Marketing is becoming more targeted; primary care sales forces are being diminished; and companies’ pipelines are increasingly addressing more narrow diseases and specialty areas. The reasons for this transition are many and have been well-noted over the last year or so, but the two biggest factors are the number of small- and large-molecule blockbuster drugs loosing patent protection and the continuing issue of diminishing access to primary-care physicians.
These factors, as well as a growing demand to address unmet medical needs, are turning the focus to specialty drugs. Specialty drugs are mainly prescribed by clinical specialists and aimed at defined patient groups. In many cases, specialty products address large unmet needs. Examples of specialty indications include infertility, gout, cystic fibrosis, pancreatic…

Five Trends in Specialty Sales Forces

Bill Abajian. Senior Executive Advisor for Global Licensing and Business Development, Generex Biotechnology Corp., which is engaged in the research, development, and commercialization of drug delivery systems and technologies. For more information, visit
Bill Cooney. President and CEO, MedPoint ­Communications Inc., a global provider of ­diversified ­communications ­services for ­pharmaceutical and ­biotechnology ­companies. For more ­information, visit
James Datin. Executive VP and ­Managing Director, Safeguard Scientifics, which provides growth capital for ­entrepreneurial and innovative life-sciences and technology companies. For more ­information, visit
Harris Kaplan. CEO, Healogix, a global healthcare marketing research and ­consulting firm. For more information, visit
Craig Kephart. President and CEO, ­Centric Health Resources, a patient-centered health management ­organization, serving patients with rare, ultra-orphan disorders. For more information, visit