Marketing Mix (for Pharmaceuticals)

Problem
After development costs, the second largest expense for
pharmaceutical companies is marketing and selling their new drugs.
Challenges include competition, declining returns on marketing to
doctors, uncertain returns from consumer advertising, price resistance,
and the shifting roles of consumers and physicians in buying decisions.

Many techniques exist for "optimizing" investments across marketing
channels. Unfortunately, most assume that you execute your strategy
in a world that is largely static. In reality, competitors quickly detect
your strategy’s success and modify their spending to counter your actions.
Ignoring the realities of competitive moves and adaptive counter-moves
exposes you serious risk.