Simple word to describe this field is "Consultancy". Many big pharmaceutical companies rather than spending lot of money to address specific problem at hand through in house staff, ask consultants to carry out study and suggest alternatives. This could be related to product development, mapping competitiors, problems related to marketing including promotion, restructring or reviving a particular brand, understand market potential for certain category of products. This field is quite upbeat and fast growing.
What i have tried to highlight in these blogs is just the gist of what activities are supposed to be done if your opt for it as a career.