Pharmaceutical marketing by Ross Mullner

By Ross Mullner

The aim of this name is to deal with a number of the complicated and debatable concerns posed by way of pharmaceutical advertising and marketing. particularly, articles during this paintings will deal with the effect of direct-to-consumer ads of gear, the promoting of substances over the net, pharmaceutical businesses' advertising rules, and the selling of natural items, which aren't regulated through the U.S. meals and Drug management (FDA). confidently, it's going to offer many new insights into the advantages and pitfalls of pharmaceutical advertising and marketing. initially released as magazine of buyer advertising (2005, Vol.22, No.7)

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As the population ages, demand for pharmaceuticals to treat chronic diseases increases. A related social condition leading to conflict is the public’s demand for the newest, high priced drugs. Fueled by profit expectations of shareholders and the increasing complexity of drug development and research, prices for some drugs, such as the cancer drug Erbitux, can cost $10,000 per month or more (Nishad, 2004). , 2005). The global marketplace is another cause of conflict because it permits consumers to compare the cost paid for drugs in the USA with the relatively low prices paid by the rest of the world.

One reason is that experience in other countries indicates price controls alone do not stop drug price increases (Menon, 2001). All industrial countries face rising drug expenditures despite a broad range of price controls. Another reason for opposition is that it is not clear what unintended consequences price controls may have on innovation and long term health care costs (Maynard and Bloor, 2003). If price Co-opting opponents Co-opting occurs when one converts an opponent into a supporter. Co-opting can be accomplished in a variety of ways.

Over the years, most major drug legislation has occurred because some precipitating event turned public sentiment against drug companies. The Federal Food and Drugs Act of 1906, Food, Drug, and Cosmetic Act of 1938, Durham Humphrey Amendment of 1951, and the Kefauver Harris Amendments of 1962 all occurred because events turned public opinion against the prevailing practices of the pharmaceutical industry. Precipitating events can be a single, major episode or a series of smaller incidents that incrementally ratchet up the pressure for change.

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