Pharmaceutical companies spend considerable sums on marketing to drive growth of their brands. Few, however, take enough time to thoroughly understand the strengths and weaknesses of their approach. As channels to market become more complex, and pricing and access challenges impede product uptake, excellent marketing is more important than ever for commercial success. Companies must therefore critically challenge their marketing plans and apply a level of rigour to brand reviews that is similar to that applied to R&D initiatives. In this Novasecta Note we explore why marketing matters, our perspective on the most important gaps in marketing practices and how companies can enhance brand reviews so that they build more successful brands.

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