Pharmaceutical marketing: principles, environment, and by Mickey C Smith

By Mickey C Smith

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Example text

Particularly important trends for the pharmaceutical industry are found in the infant to nineteen-year-old and sixty-five-plus age categories. Not only do these groups offer specialized product development opportunities. but they are the two categories most frequently considered in the development of government health care programs. Both of these considerations must enter into the longrange planning of pharmaceutical manufacturers. A further consideration is that these two segments of the population demand proportionately more health care than do other segments of the population.

It is as good a euphemism as any. The idea of providing needed medicines to various publics goes way back in history-farther back than will we. Perhaps the first serious initiative in the United States was the Kerr-Mills program. Finally, in response to unremitting pressure for a public drug program, Wilbur Mills (then chairman of the Ways and Means Committee) began to search for some compromise. First, he sounded out colleagues on a plan that would have given Social Secwity beneficiaries a choice between higher cash benefits or hospitalization benefits.

Health Belief Model for Predicting and Explaining Compliance Behavior General Environment 37 using drugs for nonmedical reasons. Such colloquial use of the term tends to diminish the wider impact of culture as a total way of living, including one's values, beliefs, norms, and traditions. The marketing implications of cultural considerations are real, but not necessarily obvious. "Cultural lag" is a good example. Physician Paul Stolley desc1ibed cultural lag as the situation wherein technological advances outstrip the ability of society to adapt to and utilize these advances.

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