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Article: Marketing Teams of the Year: AstraZeneca's Nexium and Forest Laboratories' Lexapro took entirely different promotional paths in 2003, but the success of each has brought them together as MM&M's first Marketing Teams of the Year..(Illustration)(Cover Story)
- Article from:
- Medical Marketing & Media
- Article date:
- December 1, 2003
CopyrightCOPYRIGHT 2003 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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In a tough year for pharmaceutical companies, especially on Wall Street, there were several marketing efforts that helped lift their respective products to new levels of success MM&M has designated two of these teams as its marketers of the year--AstraZeneca's Nexium team and the marketing group supportingLexapro from Forest Laboratories.
The choices, representing the best of big pharma--companies making upwards of $5 billion in revenue--and small-to-mid-sized firms, were made after an analysis of sales and market share growth (using both company and IMS Health data), promotional spending, regulatory filings and, among other factors, advertising effectiveness. The ...