Marketers need a new data-fueled groove to really capitalize on latest meds

Makers of multiple myeloma drugs are vying for position in a space that's heating up, pointing to promising survival data to help their drugs gain ground. But if they tweaked their marketing strategies--using more than just retrospective patient data to help make their case--they could have an easier time expanding their products' footprints, according to a new analysis from consulting firm ZS Associates. More from FiercePharmaMarketing