Abstract:

The pharmaceutical industry, as we all know, is subject to increasing social and environmental pressures. The effects of these pressures - and the way industry responds to them over the next decade - is the theme of this ESOMAR conference. There are many facets to this complex issue, but I want to concentrate on just one aspect at present: that of new product innovation. What I would like to do now is to look at the way product innovation has changed over the years and at some of the factors involved in bringing about these changes. Then we shall try to formulate some tentative conclusions about the way research might evolve over the next decade, and what implications this might have for pharmaceutical marketing.