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Argyle Conversations: Marketing analytics helps Pfizer deliver healthy value propositions

The importance of creating and articulating a value proposition that serves both businesses and consumers

About this paper

It used to be that having a good product or a new mechanism in the pharmaceutical industry gave you a reasonable amount of market success. Today, things are very different. This Argyle Conversations paper features an interview between Robert Besthof, Vice President of Commercial Development, Neuroscience and Pain, at Pfizer, and Christian Nimsch, Head of the Center for Health Analytics and Insights at SAS, about the evolving role of marketing in the pharmaceutical industry and how critical a role marketing analytics plays today in creating and articulating a value proposition that serves both businesses and consumers. Read this paper to learn more about the steps Pfizer takes to successfully develop value propositions for its products.

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