Global Issues in Pharmaceutical Marketing PDF
Preview Global Issues in Pharmaceutical Marketing
Global Issues in Pharmaceutical Marketing Global Issues in Pharmaceutical Marketing presents a balanced, research-based perspective combined with a practical outlook on the current issues faced by the ethical, biotech, and generic segments of the pharmaceuti- cal industry. It integrates an analytical approach with a global view to examine such issues as market access, digital marketing, emerging markets, branding, and more. The book covers not only the North American and Western European markets, but also focuses on non-Western markets, such as Latin America and Asia. Each chapter is written as an individual essay about a given issue, and where relevant, original cases are provided to illustrate how these issues are currently managed by the global industry. T his book offers a thoughtful and thorough description of the industry’s current situation and integrates the latest scholarly and industry research from different disciplines in one place for convenient reference. It may be used in the following ways: • Stimulate class discussions and inspire new streams of research for academics and graduate students; • Introduce the industry to those interested in a career in the pharmaceutical industry to the sector, orient new industry hires, or provide experienced practitioners with current research that will enhance their knowledge; • Provide an understanding of the industry for those in the healthcare sector, such as physicians, pharma- cists, as well as medical and pharmacy students; and • Present recent and relevant research for those in government, public or private payers, and public policy environments to facilitate their decision making. T his book will prove to be a useful resource and an important source of information for academics and their students, professionals, and policymakers around the world. Lea Prevel Katsanis is a Professor in the Department of Marketing at the John Molson School of Business, Concordia University, Canada. Prior to her academic career, she worked in the U.S., international, and sub- sidiary operations of three global pharmaceutical companies. She has published numerous articles in outlets such as the I nternational Journal of Pharmaceutical and Healthcare Marketing , Health Marketing Quarterly , Journal of Product and Brand Management , Journal of Consumer Marketing , and I nternational Marketing Review . This page intentionally left blank Global Issues in Pharmaceutical Marketing Lea Prevel Katsanis First published 2016 by Routledge 711 Third Avenue, New York, NY 10017 and by Routledge 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN Routledge is an imprint of the Taylor & Francis Group, an informa business © 2016 Taylor & Francis The right of Lea Prevel Katsanis to be identifi ed as author of this work has been asserted by her in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Trademark notice : Product or corporate names may be trademarks or registered trademarks, and are used only for identifi cation and explanation without intent to infringe. Library of Congress Cataloging-in-Publication Data Katsanis, Lea Prevel. Global issues in pharmaceutical marketing / by Lea Prevel Katsanis, Ph.D. pages cm Includes bibliographical references and index. 1. Drugs—Marketing. 2. Pharmaceutical industry. I. Title. HD9666.5.K38 2015 615.1068′8—dc22 2014048861 ISBN: 978-0-415-89531-6 ISBN: 978-0-415-89532-3 ISBN: 978-0-203-11911-2 Typeset in Times New Roman by Apex CoVantage, LLC In memory of my father, James Prevel (1932–1988)—he was with me in spirit as I wrote every page. This page intentionally left blank Contents Preface ix Acknowledgments xi 1 Pharmaceutical Industry Structure and its Effect on Marketing Performance and Product Innovation 1 2 The Environmental Forces that Infl uence Industry Stakeholders and Shape their Interactions 15 3 Global Health Care Systems and Market Access: Variations on a Theme 31 4 The Structure of the Global Marketing Organization and its Effect on Market Performance 49 5 Global Pharmaceutical Branding: Moving from Blockbuster to Niche Strategies 64 6 Traditional Industry Communication to Physicians: Promotional and Informational Elements 80 7 Digital Communication to Physicians: Closed Loop and Multichannel Marketing 93 8 Direct to Consumer Advertising: Broadcast and Print Media 103 9 Consumer Digital Communication Channels: eDTCA 1.0, 2.0, and mHealth 116 10 Industry Self-Regulation: Finding the Balance 128 11 Emerging Markets and OTC Markets: Future Opportunities and Current Challenges 137 12 The Industry’s Declining Reputation: A Prescription for Change 154 Index 169 This page intentionally left blank Preface The objective of this book is to provide a balanced and research-based view of key marketing issues facing the pharmaceutical industry. Most of my career has been spent either working in the industry or researching its practices, and by writing this book I wanted to make some contribution to understanding how it operates. Its genesis began when I started to teach an MBA course on Pharmaceutical Marketing in 2006 and realized that the books available were either out of date or focused exclusively on the US market. This is certainly understandable, as the US market is one of the largest in the world and where much pharmaceutical market- ing originates. However, as a professor based outside the US, I believed that a different perspective might be useful to those seeking to learn more about this important industry, particularly in light of its recent growth and development outside the US. I also observed that much of what was written in the public domain took one of two extreme perspectives: either pro-industry or anti-industry, with little in-between. A research-based view may be helpful in providing a more nuanced and deeper understanding of the industry. I developed a series of presentations based on 30 years of my work and research about the industry, the research of others, and commentary from industry analysts and journalists, on what were considered to be its most important issues. These lectures were updated annually and then expanded into 12 complete essays, with each focused on one specifi c issue and they form the contents of this book. There is a signifi cant body of research available about the industry, but it is scattered across different disciplines and in multiple outlets: scholarly publications, industry research studies, and articles by serious journalists and analysts. This book is designed to amalgamate all this information in one place, and I hope it will serve a useful purpose in this regard. In some chapters, I provide recent case studies where relevant to illustrate the way the industry handles a particular situation. The book is structured as a series of independent essays rather than a thematically continuous stream. It is not a ‘how to’ book—there are already several available on the market and I did not want to add another to the list. Rather, it is designed as a source of the available research specifi cally focused on the pharmaceutical industry, and it may be used in several different ways: 1) by professors who teach at the graduate level who are looking for a book that can be used by Master’s students but also in doctoral seminars; 2) by scholars seeking to identify streams of research; 3) by practitioners who are either entering the industry and need to learn about it or by seasoned professionals who would like a different perspective on the problems they face; 4) by health care professionals such as physicians and pharmacists who wish to understand what lies behind the marketing activities they experience in their practices; and 5) by government policy makers and private payers who wish to understand how pharmaceutical marketing works and what considerations govern the decisions made by industry marketers.
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