Titlebook: Digital Strategies in the Pharmaceutical Industry; Leonard Lerer,Mike Piper Book 2003 Palgrave Macmillan, a division of Macmillan Publishe

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Introduction tentative steps with sophisticated computing, websites and portals, the fears of competition and powerful intermediaries, the dotcom hype, the disillusionment of the dashed Internet dream and, more recently, the cautious exploration of new approaches and technologies such as e-R&D, e-detailing and

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Digital strategies in pharmaceutical distributionn process has, until recently, been regarded as relatively simple. Products are transported from company warehouses to pharmaceutical wholesale distributors. From there (based on demand) they are distributed to retail pharmacies and medical institutions, and thereon to patients or consumers. Globall

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Digital strategies in marketing to the physiciantandard against which all marketing interventions in this sector are judged. However, pharmaceutical companies are now caught in a vicious cycle, as they employ an ever-increasing number of sales representatives for the same pool of target physicians. A few years ago, 2000 sales representatives in t

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