Key to the oncology ward

Diagnosis
The market for oncology drugs is growing even as reimbursement is squeezed.

Prescription
Moving from selling to educating physicians will build greater loyalty from your customers.

Global sales of oncology products are expected to grow at a compounded annual rate of 12% to 15% by 2012, reaching nearly $80 billion. This growth rate for cancer drugs is nearly double the projected overall growth rate for all pharmaceuticals (about 6.5% in 2007).

The numbers translate into an abundance of opportunities for pharmaceutical and biotech companies that market oncology medications. By extension, of course, this phenomenal market surge suggests that there are sure to be enhanced opportunities for the thousands of sales professionals who promote these products to oncologists, hematologists, and other healthcare providers.

But wait a second, promote is not the right word in the context of oncology product marketing. That's because oncology drugs require an entirely different type of selling than conventional oral medications. Then again, selling is not the correct word either.