Specialties take on greater role; Lengthy roster of drugs make education a larger part of marketing plans.(Pfizer Report)(Column)

Advertising Age, November, 2004 by Arnold, Matthew

Byline: MATTHEW ARNOLD

Beyond blockbuster brands like Viagra and Lipitor, Pfizer has the challenge of marketing a roster of specialty drugs, medications relied on by thousands, not millions, of patients and a handful of specialist physicians. For these drugs, Pfizer can't just depend on its storied skill at consumer marketing and reach among primary care physicians.

The specialty care "businesses are different,'' says Eric Sirota, VP-respiratory, allergy and specialty therapeutic group. "They're smaller, they have higher unmet needs and a more clinical orientation.''

Marketing specialty products requires a more tactical and technical approach, so Pfizer draws on its expertise in patient education and assistance. In the process, Pfizer also...