- With co-marketing you have the same product, but different brands.
- With co-promotion, by contrast, there is only 1 brand, but 2 different sales forces.
In Co-marketing a pharmaceutical company can distribute its products. This business model allows two or more organizations to market a drug under at least two distinct trademarks in any particular country. The partner is granted control of the distribution, price and promotion of the product which is usually obtained either in bulk or finished form from originator at an agreed supply price, a fact which often results in some form of licence and supply agreement. There is no direct sharing of revenue or profit. Both companies are competing against each other with the same drug and revenue is distributed by means of an agreed supply price. Classical examples of such agreements are the marketing of lisinopril by Merck under the name of Prinivil and by Zeneca under the name of Zestril, and the sale of omeprazole by Fujisawa-Astra under the name of Omepral and by Yoshitomi under the name of Omeprazon.
Co-promotion of products is very common in today‘s marketplace. Sometimes two and even three sales forces will promote the same pharmaceutical product. Each sales force may have different or even the same sales objectives. You will typically be given a list of physicians and your sales ―partners in your territory will also be given a list. Your sales territory will overlap with your partners on some if not all of these physicians. The reason they want several people calling on the same physician is so that they will hear the sales message more often. Research has shown that the more the physician hears the message, the more likely the physician is to remember it and to buy into the message is a good one.