If pharmaceutical companies hope to improve their marketing efficiency, they have to improve their marketing efficiency, they have to change how they approach customers. For years, manufacturers have been practicing the "more is better" direct-selling approach to physicians. But research now shows that what common sense has long suggested: More has become too much. In this Pharmaceutical Executive report, Chris Nickum, practice leader, sales and account management, IMS Management Consulting, and Tim Kelly, practice leader, business process services, IMS Information Management Consulting, discuss how clamoring for face time with physicians has led to diminishing sales returns, and broken relationships with pharma stakeholders.

 Missing the Mark(et)