Pharmaceutical Marketing in the 21st Century PDF
Preview Pharmaceutical Marketing in the 21st Century
Pharmaceutical Marketing in the 21st Century Phartnaceutical Marketing in the 21st Century Mickey C. Smith Editor informa health care New York London [amit][D:/3B2Templates/#_Informa_Template/Sample_for_CR/6x9/6x9_CP.3d] [amit][D:/3B2Templates/#_Informa_Template/Sample_for_CR/6x9/6x9_CP.3d] [13/4/010/21:27:11][2–3] [13/4/010/21:27:11][2–3] First published in 1996 by The Haworth Press, Inc. First published in 1996 by The Haworth Press, Inc. This edition published in 2011 by Informa Healthcare, Telephone House, 69-77 Paul Street, This edition published in 2011 by Informa Healthcare, Telephone House, 69-77 Paul Street, LondonEC2A4LQ,UK. LondonEC2A4LQ,UK. SimultaneouslypublishedintheUSAbyInformaHealthcare,52VanderbiltAvenue,7thFloor, SimultaneouslypublishedintheUSAbyInformaHealthcare,52VanderbiltAvenue,7thFloor, NewYork,NY10017,USA. NewYork,NY10017,USA. InformaHealthcareisatradingdivisionofInformaUKLtd.RegisteredOffice:37–41Mortimer InformaHealthcareisatradingdivisionofInformaUKLtd.RegisteredOffice:37–41Mortimer Street,LondonW1T3JH,UK.RegisteredinEnglandandWalesnumber1072954. Street,LondonW1T3JH,UK.RegisteredinEnglandandWalesnumber1072954. #2011InformaHealthcare,exceptasotherwiseindicated #2011InformaHealthcare,exceptasotherwiseindicated NoclaimtooriginalU.S.Governmentworks NoclaimtooriginalU.S.Governmentworks Reprintedmaterialisquotedwithpermission.Althougheveryefforthasbeenmadetoensure Reprintedmaterialisquotedwithpermission.Althougheveryefforthasbeenmadetoensure thatallownersofcopyrightmaterialhavebeenacknowledgedinthispublication,wewouldbe thatallownersofcopyrightmaterialhavebeenacknowledgedinthispublication,wewouldbe gladtoacknowledgeinsubsequentreprintsoreditionsanyomissionsbroughttoourattention. gladtoacknowledgeinsubsequentreprintsoreditionsanyomissionsbroughttoourattention. Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem, Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem, ortransmitted,inanyformorbyanymeans,electronic,mechanical,photocopying,recording, ortransmitted,inanyformorbyanymeans,electronic,mechanical,photocopying,recording, orotherwise,unlesswiththepriorwrittenpermissionofthepublisherorinaccordancewiththe orotherwise,unlesswiththepriorwrittenpermissionofthepublisherorinaccordancewiththe provisions of theCopyright,DesignsandPatentsAct 1988or underthe termsof anylicence provisions of theCopyright,DesignsandPatentsAct 1988or underthe termsof anylicence permitting limited copying issued by the Copyright Licensing Agency, 90 Tottenham Court permitting limited copying issued by the Copyright Licensing Agency, 90 Tottenham Court Road, London W1P 0LP, UK, or the Copyright Clearance Center, Inc., 222 Rosewood Drive, Road, London W1P 0LP, UK, or the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers,MA01923,USA(http://www.copyright.com/ortelephone978-750-8400). Danvers,MA01923,USA(http://www.copyright.com/ortelephone978-750-8400). Productorcorporatenamesmaybetrademarksorregisteredtrademarks,andareusedonlyfor Productorcorporatenamesmaybetrademarksorregisteredtrademarks,andareusedonlyfor identificationandexplanationwithoutintenttoinfringe. identificationandexplanationwithoutintenttoinfringe. This book contains information from reputable sources and although reasonable efforts have This book contains information from reputable sources and although reasonable efforts have beenmadetopublishaccurateinformation,thepublishermakesnowarranties(eitherexpressor beenmadetopublishaccurateinformation,thepublishermakesnowarranties(eitherexpressor implied) as to the accuracy or fitness for a particular purpose of the information or advice implied) as to the accuracy or fitness for a particular purpose of the information or advice containedherein.Thepublisherwishestomakeitclearthatanyviewsoropinionsexpressedin containedherein.Thepublisherwishestomakeitclearthatanyviewsoropinionsexpressedin thisbookbyindividualauthorsorcontributorsaretheirpersonalviewsandopinionsanddonot thisbookbyindividualauthorsorcontributorsaretheirpersonalviewsandopinionsanddonot necessarilyreflecttheviews/opinionsofthepublisher.Anyinformationorguidancecontained necessarilyreflecttheviews/opinionsofthepublisher.Anyinformationorguidancecontained inthisbookisintendedforusesolelybymedicalprofessionalsstrictlyasasupplementtothe inthisbookisintendedforusesolelybymedicalprofessionalsstrictlyasasupplementtothe medical professional’s own judgement, knowledge of the patient’s medical history, relevant medical professional’s own judgement, knowledge of the patient’s medical history, relevant manufacturer’sinstructionsandtheappropriatebestpracticeguidelines.Becauseoftherapid manufacturer’sinstructionsandtheappropriatebestpracticeguidelines.Becauseoftherapid advancesinmedicalscience,anyinformationoradviceondosages,procedures,ordiagnoses advancesinmedicalscience,anyinformationoradviceondosages,procedures,ordiagnoses shouldbeindependentlyverified.Thisbookdoesnotindicatewhetheraparticulartreatmentis shouldbeindependentlyverified.Thisbookdoesnotindicatewhetheraparticulartreatmentis appropriateorsuitableforaparticularindividual.Ultimatelyitisthesoleresponsibilityofthe appropriateorsuitableforaparticularindividual.Ultimatelyitisthesoleresponsibilityofthe medical professionalto makehis or her own professional judgements,so as appropriately to medical professionalto makehis or her own professional judgements,so as appropriately to adviseandtreatpatients.Savefordeathorpersonalinjurycausedbythepublisher’snegligence adviseandtreatpatients.Savefordeathorpersonalinjurycausedbythepublisher’snegligence and to the fullest extent otherwise permitted by law, neither the publisher nor any person and to the fullest extent otherwise permitted by law, neither the publisher nor any person engaged or employed by the publisher shall be responsible or liable for any loss, injury or engaged or employed by the publisher shall be responsible or liable for any loss, injury or damagecausedtoanypersonorpropertyarisinginanywayfromtheuseofthisbook. damagecausedtoanypersonorpropertyarisinginanywayfromtheuseofthisbook. ACIPrecordforthisbookisavailablefromtheBritishLibrary. ACIPrecordforthisbookisavailablefromtheBritishLibrary. LibraryofCongressCataloging-in-PublicationDataavailableonapplication LibraryofCongressCataloging-in-PublicationDataavailableonapplication ISBN-13:9780789002075 ISBN-13:9780789002075 Ordersmaybesentto:InformaHealthcare,SheepenPlace,Colchester,EssexCO33LP,UK Ordersmaybesentto:InformaHealthcare,SheepenPlace,Colchester,EssexCO33LP,UK Telephone:+44(0)2070175540 Telephone:+44(0)2070175540 Email:[email protected] Email:[email protected] Website:http://informahealthcarebooks.com/ Website:http://informahealthcarebooks.com/ Forcorporatesalespleasecontact:[email protected] Forcorporatesalespleasecontact:[email protected] Forforeignrightspleasecontact:[email protected] Forforeignrightspleasecontact:[email protected] Forreprintpermissionspleasecontact:[email protected] Forreprintpermissionspleasecontact:[email protected] [amit][D:/3B2Templates/#_Informa_Template/Sample_for_CR/6x9/6x9_CP.3d] [13/4/010/21:27:11][2–3] First published in 1996 by The Haworth Press, Inc. First published in 1996 by The Haworth Press, Inc. This edition published in 2011 by Informa Healthcare, Telephone House, 69-77 Paul Street, This edition published in 2011 by Informa Healthcare, Telephone House, 69-77 Paul Street, LondonEC2A4LQ,UK. LondonEC2A4LQ,UK. SimultaneouslypublishedintheUSAbyInformaHealthcare,52VanderbiltAvenue,7thFloor, SimultaneouslypublishedintheUSAbyInformaHealthcare,52VanderbiltAvenue,7thFloor, NewYork,NY10017,USA. NewYork,NY10017,USA. InformaHealthcareisatradingdivisionofInformaUKLtd.RegisteredOffice:37–41Mortimer InformaHealthcareisatradingdivisionofInformaUKLtd.RegisteredOffice:37–41Mortimer Street,LondonW1T3JH,UK.RegisteredinEnglandandWalesnumber1072954. Street,LondonW1T3JH,UK.RegisteredinEnglandandWalesnumber1072954. #2011InformaHealthcare,exceptasotherwiseindicated #2011InformaHealthcare,exceptasotherwiseindicated NoclaimtooriginalU.S.Governmentworks NoclaimtooriginalU.S.Governmentworks Reprintedmaterialisquotedwithpermission.Althougheveryefforthasbeenmadetoensure Reprintedmaterialisquotedwithpermission.Althougheveryefforthasbeenmadetoensure thatallownersofcopyrightmaterialhavebeenacknowledgedinthispublication,wewouldbe thatallownersofcopyrightmaterialhavebeenacknowledgedinthispublication,wewouldbe gladtoacknowledgeinsubsequentreprintsoreditionsanyomissionsbroughttoourattention. gladtoacknowledgeinsubsequentreprintsoreditionsanyomissionsbroughttoourattention. Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem, Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem, ortransmitted,inanyformorbyanymeans,electronic,mechanical,photocopying,recording, ortransmitted,inanyformorbyanymeans,electronic,mechanical,photocopying,recording, orotherwise,unlesswiththepriorwrittenpermissionofthepublisherorinaccordancewiththe orotherwise,unlesswiththepriorwrittenpermissionofthepublisherorinaccordancewiththe provisions of theCopyright,DesignsandPatentsAct 1988or underthe termsof anylicence provisions of theCopyright,DesignsandPatentsAct 1988or underthe termsof anylicence permitting limited copying issued by the Copyright Licensing Agency, 90 Tottenham Court permitting limited copying issued by the Copyright Licensing Agency, 90 Tottenham Court Road, London W1P 0LP, UK, or the Copyright Clearance Center, Inc., 222 Rosewood Drive, Road, London W1P 0LP, UK, or the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers,MA01923,USA(http://www.copyright.com/ortelephone978-750-8400). Danvers,MA01923,USA(http://www.copyright.com/ortelephone978-750-8400). Productorcorporatenamesmaybetrademarksorregisteredtrademarks,andareusedonlyfor Productorcorporatenamesmaybetrademarksorregisteredtrademarks,andareusedonlyfor identificationandexplanationwithoutintenttoinfringe. identificationandexplanationwithoutintenttoinfringe. This book contains information from reputable sources and although reasonable efforts have This book contains information from reputable sources and although reasonable efforts have beenmadetopublishaccurateinformation,thepublishermakesnowarranties(eitherexpressor beenmadetopublishaccurateinformation,thepublishermakesnowarranties(eitherexpressor implied) as to the accuracy or fitness for a particular purpose of the information or advice implied) as to the accuracy or fitness for a particular purpose of the information or advice containedherein.Thepublisherwishestomakeitclearthatanyviewsoropinionsexpressedin containedherein.Thepublisherwishestomakeitclearthatanyviewsoropinionsexpressedin thisbookbyindividualauthorsorcontributorsaretheirpersonalviewsandopinionsanddonot thisbookbyindividualauthorsorcontributorsaretheirpersonalviewsandopinionsanddonot necessarilyreflecttheviews/opinionsofthepublisher.Anyinformationorguidancecontained necessarilyreflecttheviews/opinionsofthepublisher.Anyinformationorguidancecontained inthisbookisintendedforusesolelybymedicalprofessionalsstrictlyasasupplementtothe inthisbookisintendedforusesolelybymedicalprofessionalsstrictlyasasupplementtothe medical professional’s own judgement, knowledge of the patient’s medical history, relevant medical professional’s own judgement, knowledge of the patient’s medical history, relevant manufacturer’sinstructionsandtheappropriatebestpracticeguidelines.Becauseoftherapid manufacturer’sinstructionsandtheappropriatebestpracticeguidelines.Becauseoftherapid advancesinmedicalscience,anyinformationoradviceondosages,procedures,ordiagnoses advancesinmedicalscience,anyinformationoradviceondosages,procedures,ordiagnoses shouldbeindependentlyverified.Thisbookdoesnotindicatewhetheraparticulartreatmentis shouldbeindependentlyverified.Thisbookdoesnotindicatewhetheraparticulartreatmentis appropriateorsuitableforaparticularindividual.Ultimatelyitisthesoleresponsibilityofthe appropriateorsuitableforaparticularindividual.Ultimatelyitisthesoleresponsibilityofthe medical professionalto makehis or her own professional judgements,so as appropriately to medical professionalto makehis or her own professional judgements,so as appropriately to adviseandtreatpatients.Savefordeathorpersonalinjurycausedbythepublisher’snegligence adviseandtreatpatients.Savefordeathorpersonalinjurycausedbythepublisher’snegligence and to the fullest extent otherwise permitted by law, neither the publisher nor any person and to the fullest extent otherwise permitted by law, neither the publisher nor any person engaged or employed by the publisher shall be responsible or liable for any loss, injury or engaged or employed by the publisher shall be responsible or liable for any loss, injury or damagecausedtoanypersonorpropertyarisinginanywayfromtheuseofthisbook. damagecausedtoanypersonorpropertyarisinginanywayfromtheuseofthisbook. ACIPrecordforthisbookisavailablefromtheBritishLibrary. ACIPrecordforthisbookisavailablefromtheBritishLibrary. LibraryofCongressCataloging-in-PublicationDataavailableonapplication LibraryofCongressCataloging-in-PublicationDataavailableonapplication ISBN-13:9780789002075 ISBN-13:9780789002075 Ordersmaybesentto:InformaHealthcare,SheepenPlace,Colchester,EssexCO33LP,UK Ordersmaybesentto:InformaHealthcare,SheepenPlace,Colchester,EssexCO33LP,UK Telephone:+44(0)2070175540 Telephone:+44(0)2070175540 Email:[email protected] Email:[email protected] Website:http://informahealthcarebooks.com/ Website:http://informahealthcarebooks.com/ Forcorporatesalespleasecontact:[email protected] Forcorporatesalespleasecontact:[email protected] Forforeignrightspleasecontact:[email protected] Forforeignrightspleasecontact:[email protected] Forreprintpermissionspleasecontact:[email protected] Forreprintpermissionspleasecontact:[email protected] ABOUT THE EDITOR Mickey C. Smith, Ph.D., F.A.P. Barnard Distinguished Profes sor, is Associate Director of the Bureau of Pharmaceutical Services, Research Professor in the Research Institute of Pharmaceutical Sciences, and Professsor of Management and Marketing in the School of Businesss at the University of Mississippi, and an adjunct faculty member of the University of Tennessee School of Pharmacy and the University of Alabama School of Public Health. A highly acclaimed researcher/writer with an international reputation in the pharmaceutical marketing field, Dr. Smith has published more than 350 research and professional articles in more than 100 journals and is the author of 8 books, 4 of which are in multiple editions and 1 of which has been translated and published in Japan and Spain. He serves as editor of the Journal of Pharmaceutical Marketing & Management and the Journal of Research in Pharmaceutical Eco nomics, and is on the editorial boards of other national and interna tional journals. Pharmaceutical Marketing in the 21st Century CONTENTS EDITOR'S NOTE 1 INVITED PAPERS Global Pharma 20/20 3 William R. Mattson l1: Evan G. Dick Looking Back 20 Years 3 Today's Baseline 4 Looking Forward 20 Years 5 Watershed Events/Trends Since 1975 6 New Directions-Away from Home 8 The 1980s-Golden Years 8 Scientific Progress Since 1975-High Risks & High Rewards 9 A Plan for Serendipity 10 Progress in Treatment/Cures 12 Biotech Return on Investment-Promise or Reality 12 And Mountains to Climb 15 Forward March 15 Maturity? Excellence? 18 The Influence of Pharmaceutical Technology on Marketing New Drugs and Optimizing Therapeutic Outcomes 19 David W Newton Introduction 19 Post-1970s Advances in Pharmaceutical Technology 21 The Potential Economic Impact of Pharmaceutical Technology Per Se 22 Conclusion 25 Marketing Medicines for Self-Medication 31 Jerome A. Reinstein Introduction 31 The Prescription-To-OTC Switch 33 Trade Names 34 Distribution 34 Advertising 35 Consequences for Pharmacists, Physicians, and Consumers 36 WHO Recognition of Self-Medication 37 Self-Medication: Developing Countries vs. Developed Countries 37 Research Databases for Postmillennium Health Care 39 Basya Gale Paul Smith Paul Wilson Introduction 39 Pharmaceutical Marketers' Resources and Their Uses Today 40 Secondary Data Requirements for the Next Millennium 41 The Health Care World We Will Live In 43 Summary and Conclusions 58 A Pharmaceutical Marketing Plan for the 21st Century: Primary Research Prospects 61 Robert N. Zelnio Deborah K. Bertram Introduction 61 Methods 62 Results and Discussion 63 Conclusions 87 Pharmaceutical Pricing at the Change of Millennia 109 Mick Kolassa The 1980s 109 The Future 115 A Pharmaceutical Marketing Plan for the 21st Century: Sociopolitical Environment as a Marketing Factor 121 Francis B. Palumbo Michael V. Laric The 1960s from Strict Self-Reliance to Public Assistance 122 The 1970s: Quality and the Beginning of Managed Care 123 The 1980s: The Decade of Higher Prices and DRGs 124 The 1990s: The Dawn of a New Era 125 Back to the Future: Sociopoliticall'isues and Marketing Opportunities 126 Retail Pharmacists as a Marketing Target 131 Michael J. O'Neill Introduction 131 The Patient 132 The Payer 134 The Manufacturer 137 The Practitioner 139 The Retail Pharmacy 140 Marketing to the Needs of the Future Retail Pharmacy 144 Independent Pharmacy: Rising to Meet the Challenge of the Future 149 Alicia S. Bouldin John P. Bentley D. C. Huffman Dewey D. Garner The Strength of Independent Pharmacy 151 The Changing Mmketplace 152 The Independent's Response to the Changing Marketplace 156 Payment for Cognitive Services 15R Entrepreneurial Opportunities 162 The Independent Pharmacy of the Future 163
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