Marketing; misunderstod and poorly implemented!

The "ideology" - Simply put marketing is identify the needs of customers and then finding a way to meet those needs more effectively than competitors and making money in the process!

The "reality" - Unfortunately, for a number of companies in the pharmaceutical business, marketing is all about how to push products via a sales force to meet top line sales targets.

In practice it is finding the balance between the "ideology" and "reality" which defines a successful marketer.

Where is this most obvious?

I am sure that every marketer in the pharma business has at some stage heard the cry from sales for more data!
The market research (presented to senior management!) shows that doctors choose products based on efficacy, safety and ease of use.
While your insight tells you the doctor chooses products based on their need to be seen to be doing the right thing.

So where do you go?

Re cut the data and give the reps a new "unique" claim?

Focus on your "differentiation" of better efficacy, tolerability or ease of use?

Or do you explore your insight and build a campaign on what the customer needs?

In real life you need to do all 3!