Big Pharma must go Deep, and Maybe not so wide

Pharma has changed considerably in the last decade. The days of Star-drugs mass marketed with an eye on volume seem to have come and gone. The holy grail now are super-premium drugs that treat special-case illnesses. They are expensive for sure, but if they work, they will be purchased. Pharma has always cared about patient outcomes, but now they must care even more. Adherence is the new mantra. Adherence to a drug that is effective has no choice but to boost Outcomes. A drug with the highest ranking Outcomes, will be the winner. So, if Adherence = Compliance + Persistence, investment must be in not only Promotion, but Compliance as well..