Healthy Skepticism Library item: 6535

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Peny JM.
ACE-inhibitors—an analysis of marketing strategy
Scrip Magazine 1994 Oct; (28):18-21
www.pjbpubs.co.uk/scrip/scrhome.html

Abstract:

A study in France of the market for ACE-inhibitors (used to treat high blood pressure and heart failure) found that market share gain seemed to be proportional to the level of promotional investment. Doctors’ prescribing decisions were made mainly on the basis of medico-scientific factors, while other factors like contact with sales representatives, medical information and company image were valued to a lesser extent. It seems that pharmaceutical executives have a tendency to overestimate the importance that prescribers attach to the professionalism of medical representatives, to clinical studies and to service quality. The key to high sales levels involved three elements: company image, the quality of the company’s ACE-inhibitor and the quality of service delivered. Doctors are targeted by companies depending on their general prescription level and the prescription level of ACE-inhibitors. Around 20% of French doctors visited by sales representatives are targeted. 38% of companies have developed direct-to-patient communication actions mainly through documents to be handed over by the doctors.

Keywords:
*analysis/France/sales representatives/doctors/ reputation of company/analysis of prescribing pattern/information from companies/ market share/ marketing strategies/ATTITUDES REGARDING PROMOTION: INDUSTRY/EVALUATION OF PROMOTION: DETAILING/EVALUATION OF PROMOTION: INFLUENCE TECHNIQUES/INFLUENCE OF PROMOTION: MARKET SHARE