Illustration: Assistant Editor Kathy Wong for Endpoints News

Trends for 2023: What's com­ing next in phar­ma mar­ket­ing and drug com­mer­cial­iza­tion?

With 2022 al­most in the rearview mir­ror, it’s time to look ahead at what to ex­pect in phar­ma mar­ket­ing, ad­ver­tis­ing and drug com­mer­cial­iza­tion strate­gies for 2023. This year marked the first full year of wide­ly avail­able Covid-19 vac­cines — plus mul­ti­ple treat­ments and new boost­ers — and while no one is sug­gest­ing the cri­sis is over, most agree it is at least mov­ing to­ward an en­dem­ic phase.

Along with that change al­so comes a pen­du­lum swing back, at least some­what, to­ward pre-pan­dem­ic phar­ma prac­tices. Chief among those is a re­turn to in-per­son sales rep and med­ical li­ai­son meet­ings with health­care pro­fes­sion­als.

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