The term marketing in the pharmaceutical industry is being challenged; it is morphing into commercialization strategies, not just marketing. More and more people are feeling that it is no longer about marketing a brand, it is about marketing a disease.

A client recently said to me, and I agree, "This is the future of marketing. It is not about promoting the brand, it is about promoting the disease and how you're going to be involved in that role of disease management. A company with a clear understanding of how they can help advance the management of a disease, that's the company that's going to win."