The optimal marketing of pharmaceutical products on a global basis is becoming increasingly important to drug companies financially and more challenging to them strategically. This paper will examine, from the perspective of a global pharmaceutical marketing researcher, the 'best practices' for developing a promotional approach that will be coherent across all countries and audiences, while also having maximum impact at the local level. Historically, approaches to global optimisation have fallen at the two ends of …showed first 75 words of 571 total…

…showed last 75 words of 571 total…customers with effective promotions without simultaneously contributing to the ambient marketing noise, which is increasingly causing consumers to filter out this promotional clutter altogether. While the amount of advertising to which consumers are exposed daily (through an expanding array of media) has burgeoned, consumers are at the same time busier and therefore increasingly unable to pay attention. The scarcest and most precious resource to today's marketer, argues Sacharin, is this dwindling supply of consumer attention.