Pharmaceutical Executive-12-01-2001

Electronic reporting techniques, instant communications, and vast data storage and retrieval systems, which were practically unheard of a decade ago, are now commonplace in the business world.

Despite the near paralysis resulting from the events of September 11, many businesses that had operated from New York's World Trade Center needed to be up and running the next day.

In the United States, pharma companies spend an average of $240 million a year on clinical trials-and millions more for drugs that never make it through the full trial process. Commercializing the genome gives pharma companies the potential to dramatically improve their clinical development portfolios.

Nimble healthcare companies have embraced the internet while others have been disrupted by it. The ability to use the internet as part of a larger strategy in conjunction with offline campaigns is a step toward success. This article offers several tactics for integrating the web into the marketing mix.