M e d i c i n e A ve 2 Tim Pantello and Mark Bard Technology has prompted significant and drastic changes in the marketing and advertising world over the past decade, and the world of pharmaceutical advertising, sales, and marketing is certainly no exception. Faced with a radically shifting consumer and physician media landscape, coupled with often shrinking marketing budgets, pharmaceutical marketers and brand teams are now up against the immense challenge of driving innovation in the face of ongoing change. Perhaps the best way to describe the path to success is the ability to adapt to a moving target—and audience. After all, it is often not the strongest of the species that survive but rather those most adaptable to change over the long term. From the industry perspective, the digital revolution began in 1990 with the introduction of desktop publishing via Apple's Macintosh with Adobe Photoshop. There was no stopping its ability to efficiently produce work that would normally take weeks in just days—a scary and exciting proposition for an industry business model based on time and material contracts. 108
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