Download - Pharmaceutical Marketing Presentation
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Pharmaceutical Marketing: an investigation into current practices through case studies and interviews
MSc in Pharmaceutical Quality Assurance and BiotechnologyPaul SherlockC99026309
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Aims and Objectives
Investigate marketing practices of pharmaceutical companies
Comparison of guidelines and regulations in 4 markets
Examine the methods of how companies sell their products
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Research Methodology
Literature search (regulations and guidelines from industry organisations)
Marketing case studies – Claritin (Clarityn) and Lipitor (in progress)
Interviews of pharmacists, doctors and pharmaceutical representatives
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Results
Case study – Clarityn (Claritin)
US/Canada Packaging
European Packaging
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Clarityn/Claritin websites
US Website European website
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Claritin/Clarityn advertisements
US, 1996
EU, 1998
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Lipitor website
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Lipitor Commerical
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Results – interviews of pharmacists
On average see a representative for 15 - 30 minutes per visit
Representatives have a job to sell and inform but independent assessments must be done
Information from representatives is important No training for pharmaceutical marketing Marketing would influence consumer choices Disagree with DTC advertising Internet some influence
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Disagree with DTC advertising Internet big influence See representatives on a regular
basis Representatives have useful roles Average visit of 10 -20 minutes No training towards marketing Mixture of opinions on gifts
Results – interviews of doctors
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Intensive training Arrange meetings through
appointments/evening meetings Appointments last about 5 – 30
minutes Other marketing methods
complement the representatives work No bonuses are offered
Results – interviews of pharmaceutical representatives
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Implications of findings/Conclusion
Pharmaceutical Marketing has big influence on companies sales
Huge amount of regulations/guidelines
Information from representatives is useful but follow-up research has to be done
DTC advertising of prescription drugs is generally a bad idea.
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Future Work
E-media
More global comparisons
Larger survey of doctors/pharmacists/representatives