Pharma marketing practices are under scrutiny as a result of pricing and reimportation debates — and high-profile product recalls like Merck's recent removal of Vioxx from the market don't improve pharma's reputation with consumers. Like it or not, pharma marketers are entering a new environment in which the traditional carpet-bomb approach to product marketing won't fly. 2005 will be a year of more one-to-one campaigns, supported by increased investments in the technology infrastructure that enables audience segmentation and marketing measurement.
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