Ad age recently posted an outstanding article on how agencies plan to cope with a slew of big name drugs going off patent and few new treatments to take their place. In the past five years, ad spending in this category has plunged by $1 billion with the generic substitution rate rising to almost 75%.
Edelman's Ms. White said that pharma clients are looking for more advance support in the "market access" category, meaning helping to determine whether there is an actual market for a drug makeup or type, "before taking a drug all the way through clinical development and FDA approval."This is an interesting reversal of process where market research can drive drug development, and at least in the short term, new indications.
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