Specialty drugs have become the growth engine in the pharmaceutical industry worldwide. In the U.S. alone, spending on specialty medicines has nearly doubled in the past five years. Against this backdrop, many traditional big pharma companies are creating specialty divisions and a growing number of smaller companies are solely focused on these products. As interest in the specialty segment grows, it’s important to recognize what makes marketing specialty pharma products distinctly different, and the implications of those differences for marketers.

In their recent article for PM360, Best Opportunities for Marketers: Big Pharma or Specialty Pharma?, Kim White and Mike Kuchenreuther explore the appeal of specialty drugs in today’s healthcare landscape and present key considerations for those considering the switch from big pharma to specialty pharma.