Marketing and commercial challenges for anticancer products

Traditional marketing techniques that are employed by pharmaceutical manufacturers are not adequate in the oncology setting. Many unique characteristics of this therapeutic area create challenges to the marketing and sales teams responsible for selling anticancer and cancer-therapy support products. There is a high burden on those marketing oncology products to provide vast amounts of information about their products, in a timely manner; to various groups of health care providers, while functioning within established legal boundaries. Pharmaceutical companies, through their sales and marketing efforts, are working to provide the information health care providers need to make patient management decisions and prevent the health care environment from restricting physician and patient choices.