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Healthy Skepticism Library item: 9147

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

Katsanis LP.
Pharmaceutical marketing research: blueprint for the future
Journal of Pharmaceutical Marketing Management 1996; 10:(4):251-267


Abstract:

To assess the kinds of recent market research and to develop guidelines regarding the kind of research likely to be required in the future, a content analysis of the Journal of Pharmaceutical Marketing & Management over a 5 yr period and personal telephone interviews of 20 pharmaceutical marketing research executives and senior consultants from custom market research houses were performed; the interviewees were asked to rank 7 topic areas based on whether they considered a research topic of great or lesser importance: managed care, patient outcomes, changing role of the physician, changing role of the pharmacist, advertising and promotion testing, marketing organization strategies, and pricing. Of the 100 articles examined, key topics revealed the following in order of magnitude: patients and pharmacists, 36 articles each; promotion, 9 articles; physicians and organizational research, 8 articles each; and products, 3 articles. In order of greatest importance to least importance, the topics were rated as follows: patient outcomes, managed care, pricing, marketing organizational structure, changing role of the physician, changing role of the pharmacist, and advertising and promotional strategies.

 

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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