Healthy Skepticism Library item: 2487

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

Carter T.
What can Johnson & Johnson do to remain a giant in the health care industry?
J Hosp Mark Public Relations 2002; 14:(1):93-103
http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?cmd=Retrieve&db=pubmed&dopt=Abstract&list_uids=12569997

Abstract:

As a major Fortune 500 corporation and manufacturer of significant drug products for the pharmaceutical industry, Johnson & Johnson has also had its share of marketing crisis, including the classic case example of The Tylenol Scare in Fall, 1982, so they can appreciate the need for effective marketing performance and customer responsiveness. This article will examine how Johnson & Johnson has adapted to a highly volatile business environment and how they can be benchmarked for highly competitive marketing strategies and practices.

Keywords:
Consumer Satisfaction Drug Industry/economics Drug Industry/organization & administration* Economic Competition Equipment and Supplies/supply & distribution Health Care Sector Internationality Marketing/methods* Organizational Case Studies Organizational Innovation Pharmaceutical Preparations/supply & distribution United States *analysis United States Johnson & Johnson industry perspective economics competitive consequences of promotion Tylenol INFLUENCE OF PROMOTION: MARKET SHARE PROMOTIONAL STRATEGIES: INDUSTRY