The Handbook of Marketing Strategy for Life Science Companies

Chapter 7Discussion on Unique Perspectives

The majority of the previous sections dealt with building a marketing strategy for a traditional life sciences product—a physical device or a typical drug, for example. Although we did address some unique cases through some specific examples in the book, there are three specific perspectives that we have not sufficiently addressed and that we will be doing so right now.

First, we have included more information to emphasize the specific challenges relative to life sciences marketing, relative to marketing in general. This is followed by a short section on the specific challenges related to the marketing of health-care services, and how this is very different from marketing health-care products. Finally, ...