Healthy Skepticism Library item: 9461

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

Rupp MT, Szkudlarek BA.
Perceived needs of recent graduates for marketing-related knowledge and skills: implications for pharmacy education
American Journal of Pharmaceutical Education 1991; 55:(1):6-12

Abstract:

A survey of 215 recent graduates of a school of pharmacy was conducted to identify perceived needs for marketing-related knowledge and skills in order to design a new course in pharmacy marketing. Unmet needs were defined as marketing activities and areas that respondents considered to be important for fulfilling career goals, but for which they were dissatisfied with their undergraduate preparation. Unmet needs were identified for measuring and forecasting demand for products and services, personal selling, publicity and public relations, purchasing and inventory control, strategic planning, managed care organizations, physician dispensing, physician prescribing behavior and health care financiers, insurers and third party payers. Different needs were found when respondents were segmented according to professional degree, practice setting and current position.