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

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Far too large a section of the treatment of disease is to-day controlled by the big manufacturing pharmacists, who have enslaved us in a plausible pseudo-science...
The blind faith which some men have in medicines illustrates too often the greatest of all human capacities - the capacity for self deception...
Some one will say, Is this all your science has to tell us? Is this the outcome of decades of good clinical work, of patient study of the disease, of anxious trial in such good faith of so many drugs? Give us back the childlike trust of the fathers in antimony and in the lancet rather than this cold nihilism. Not at all! Let us accept the truth, however unpleasant it may be, and with the death rate staring us in the face, let us not be deceived with vain fancies...
we need a stern, iconoclastic spirit which leads, not to nihilism, but to an active skepticism - not the passive skepticism, born of despair, but the active skepticism born of a knowledge that recognizes its limitations and knows full well that only in this attitude of mind can true progress be made.
- William Osler 1909