Over the last decade, there has been a paradigm shift in pharmaceutical sales and marketing. There is a growing need to do more with less. This need transcends both Business and IS functions. Brand teams are operating globally by leveraging the synergies across different geographies. At the same time, they are actively pursuing regionalization in order to maximize local intelligence. While Health Care Professionals (HCPs) remain a very important group to the Pharma marketer, there is an acknowledgement across the board on the need for engaging with end consumers directly and for formulating a well-defined strategy for working with other key stakeholders such as the Payers, Providers, Wholesalers and the Government Agencies.