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Healthy Skepticism Library item: 13217

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

Naboko D, Petkova V, Dimitrova Z.
Combination of marketing strategies for increase of anti-smoking drugs sales
Journal of Medical Marketing 2008; 8:(2):144–150
http://www.palgrave-journals.com/jmm/journal/v8/n2/abs/5050097a.html


Abstract:

Although a wide variety of anti-smoking drugs have been registered on the pharmaceutical market, smoking continues to show high prevalence with most smokers being nicotine-dependent, which can lead to the necessity of pharmacological treatment. The existence of a legislative basis for smoking control and limitation of its harmful effects is a necessary but still insufficient prerequisite. In the present paper, different marketing approaches (legislation changes, Rx-to-OTC switching strategy, promotion campaigns and price alterations) as a complex corporative strategy for stimulating the sales of a specific product have been examined. Documentary and comparative analysis were carried out. The results show that synchronisation of advertising measures with the other marketing approaches leads to an increase in sales and are of utmost importance.

Keywords:
anti-smoking drugs, market analysis, marketing strategies

 

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