Pharmaceutical Marketing

Only available on StudyMode
  • Download(s) : 128
  • Published : April 20, 2013
Open Document
Text Preview
Pharmaceutical Marketing
Merck
“Merck has gone beyond developing and selling prescription pharmaceuticals. It formed joint ventures in 1989 with Johnson & Johnson to sell over the-counter pharmaceuticals; in 1991 with DuPont to expand basic research, and in 2000 with Scherigng-Plough to develop and market new prescriptions medicines. In 1997, Merck and Rhone-Poulenc S.A. (now Sanofi-Aventis S.A.) combined animal health and poultry genetics business to form Merial Limited, a fully integrated animal health company. Finally, Merck purchased Medco, a mail –order pharmaceutical distributor, in 2003, and Sirna Therapeutics in 2006” (Kotler & Keller, 2012, p. 43-44). “For branding strategies to be successful and brand value to be created, consumers must be convinced there are meaningful differences among brands in the product or service category. Brand differences often related to attributes or benefits of the product itself . . Merck has lead (its) product categories for decades, due in part to continual innovation” (Kotler & Keller, 2012, p. 243). Merck has donated $100 million or more to charities in a year (Kotler & Keller, 2012, p. 632).

Mission Statements
Ex. Japan
Both pharmaceutical and biotech companies are starting to make partnership a core competency (Kotler & Keller, 2012, p. 52).

Intro:
Michael Dawson, author of “The Consumer Trap,” states that the business of marketing, a trillion-dollar –a-year industry, is a social, economical, environmental, and unfriendly cost on Americans today as it “continues to soak up economic and environmental resources and dominate the personal lives of citizens” (Dawson, 2005, p. 1). Dawson argues that corporate America is fueled by a continuous marketing race that manipulates people’s perceptions and actions of goods into thinking the economy is out to serve one’s pleasures and happiness, when in all reality, is only out to serve the demand of business today (Dawson, 2005, p. 1). "It is critical that the U.S. government recognizes that intelligently focused nutrition-related efforts are important in helping lead Americans of all ages to lead healthier lifestyles. Marketing Nutrition shows how simple solutions can save lives."--Congressman Timothy V. Johnson, United States House of Representatives (Wansink, 2007, p. 1). There are enormous economic dividends for health care providers, public health institutions, and commercial food companies if we are successful in doing this."--Dr. David Mela, Expertise Group Leader, Unilever Health Institute(Wansink, 2007, p. 1). Marketing = A mechanism to help pharmacy develop, communicate, and sell future pharmaceutical services to consumers (Grauer, 1981, p. 1). Pharmaceutical marketing is an “element of an information continuum, where research concepts are transformed into practical therapeutic tools and where information is progressively layered and made more useful to the health care system” (Levy, 1994, p. 1). Provides an informed choice of carefully characterized agents (Levy, 1994, p. 1). marketing assists physicians in matching drug therapy to individual patient needs (Levy, 1994, p. 1). Pharmaceutical marketing is presently the most organized and comprehensive information system for updating physicians about the availability, safety, efficacy, hazards, and techniques of using medicines (Levy, 1994, p. 1).

pharmaceutical marketing strategies can negatively affect both- the end consumers or the patients and the health care profession (Need of New Pharmaceutical Marketing Strategies, 2010, p. 1). Also, the advertising strategies included in the marketing plan of any pharmaceutical company is not 'direct to consumer' (Need of New Pharmaceutical Marketing Strategies, 2010, p. 1). Any pharmaceutical marketing strategy targets the health care professionals or the Doctors who in turn prescribe the drugs to the patients (end consumers) liable to pay for the products (Need of New Pharmaceutical Marketing...
tracking img