On February 4, I will be presenting at the Pharma Market Research Conference (PMRC) in New Jersey. The topic? Patient targeting—an element that is critical to the successful launch of a brand, especially in an uber-competitive market that includes generics and several “me, too” players. As I thought more and more about my presentation, I quickly realized that my myopic world of pharmaceuticals is really not much different than other industries that sell consumables. In fact, pharma may actually be the laggard on this one, benefiting from decades of high unmet need that allowed for broad-based use vs. a targeted campaign.