Healthy Skepticism Library item: 1965

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

Rao SK.
Pharmaceutical marketing in a new age, Effective campaigns still need to focus on what customers want.
Mark Health Serv 2002 Spring; 22:(1):6-12

Abstract:

The pharmaceutical industry has focused heavily on marketers’ ability to market new products more efficiently. However, a more streamlined marketing approach can help address customers’ needs and ease the pressure on drug companies to discover new drugs with blockbuster appeal. Through discussion and a detailed example, this article describes a stream-lined approach to creating more effective marketing and sales force strategies.

Keywords:
Consumer Satisfaction* Drug Approval Drug Industry/economics Drug Industry/organization & administration* Humans Marketing of Health Services/organization & administration* United States United States Food and Drug Administration analysis United States FDA Food and Drug Administration industry perspective marketing strategies sales representatives blockbusters PROMOTIONAL STRATEGIES: INDUSTRY PROMOTIONAL TECHNIQUES: DETAILING