2015 healthcare marketingPOST SUMMARY: While few would dispute that the pace of innovation has picked up, the outlook varies from one company to another — and many appear to be relying more on mergers and acquisitions than homegrown R&D to deliver new products. A record $250bn worth of deals was struck in 2014, and bankers and executives predict more this year as companies tap plentiful cash and cheap credit. But, eventually there won’t be as many companies to purchase and once again the focus is going to turn on marketing to meet sales goals.

Bright IdeaWhile few would dispute that the pace of innovation has picked up, the outlook varies from one company to another — and many appear to be relying more on mergers and acquisitions than homegrown R&D to deliver new products. According to a report by Deloitte last month, return on investment from R&D rose in 2014 for the first time since 2010, to 5.5 per cent, up from 5.1 per cent the previous year.