The optimal marketing of pharmaceutical products on a global basis is becoming increasingly important to drug companies financially and more challenging to them strategically. This paper will examine, from the perspective of a global pharmaceutical marketing researcher, the 'best practices' for developing a promotional approach that will be coherent across all countries and audiences, while also having maximum impact at the local level.
Historically, approaches to global optimisation have fallen at the two ends of a centralisation/decentralisation spectrum. …
