Pharmaceutical Marketing: Strategy and Cases

435 Pages·1991·23.485 MB·\435

by  Mickey C. Smith (Author)

Pharmaceutical Marketing
Strategy and Cases

Pharmaceutical
Marketing
Strategy and Cases
Mickey C. Smith
informa
healthcare
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© 2009 by Informa Healthcare USA, Inc. (original copyright 1991 by The Haworth Press, Inc.)
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Library of Congress Cataloging-in-Publication Data
Pharmaceutical marketing : strategy and cases / Mickey Smith.
p. ; cm.
Includes bibliographical references and index.
ISBN-13: 978-0-8665-6861-6 (alk. paper)
ISBN-10: 0-8665-6861-1 (alk. paper)
1. Drugs--Marketing.
2. Pharmaceutical industry.
I. Title
HD9665.5.S59 1991
615.1'068'8--dc20 91-8047
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Dedicated to the memory
of Dr. Charles W. Hartman;
thinker, teacher, friend.

CONTENTS
Preface
D{
Contributions x
Chapter 1: Definitions and Approaches to Pharmaceutical
Marketing 1
Chapter 2: The Environment of Pharmaceutical Marketing 14
Chapter 3: The Pharmaceutical Industry: Institutions
and Characteristics 35
Chapter 4: The Customers 74
Chapter 5: Market and Marketing Research 110
Chapter 6: Strategy Development in Pharmaceutical
Marketing 151
Chapter 7: Corporate and Competitive Analysis 179
Chapter 8: Pricing Strategy 214
Chapter 9: Distribution 246
Chapter 10: Product 277
Chapter 11: Promotion 326
Chapter 12: Strategic Marketing in the 21st Century:
Futuribles 395
Index 409
ABOUT THE AUTHOR
Mickey C. Smith, PhD, is a highly acclaimed researcher/writer
with an international reputation in the field of pharmaceutical mar-
keting. He was recently named winner of one of the four new
~ar~ard Distinguished Professorships at the University of Missis-
sippi.
Dr. Smith joined the University of Mississippi in 1966 and began
a long career of scholarship that has included five books on pharma-
ceutical marketing and patient care. He has consulted with numerous
pharmaceutical firms and government agencies and has published
over 350 articles in over 100 different research and professional jour-
nals. As Executive Editor of Pharmaceutical Products Press, the
newest imprint of The Haworth Press, Inc., Dr. Smith is also editor
of the Journal of Phannaceutical Economics, the Journal of Phar-
maceutical Marketing & Management, and the Journal of Phar-
macy Teaching.
Currently Research Professor in Health Services Research at the
University of Mississippi, Dr. Smith is also Research Associate
with Rapidata, a pharmaceutical marketing research company. His
research interests range from health planning and health economics
to the sociological aspects of pharmacy. His various awards include
the Research Achievement Award from the Academy of Pharma-
ceutical Sciences, the Rho Chi national lecture award, the first-
ever-Lyman Award, the first-ever Distinguished Educator Award
from the American Association of Colleges of Pharmacy, and the
Burlington-Northern Teacher of the Year Award at the University
of Mississippi. He is also on the adjunct faculty at the University of
Tennessee College of Pharmacy and the University of Alabama
School of Public Health.
Preface
When Principles of Phannaceutical Marketing was first published in
1968, it was intended as an undergraduate textbook, primarily for Phar-
macy students. Over the years and through two subsequent editions, phar-
macy, pharmaceutical education and the pharmaceutical industry have un-
dergone fascinating and dramatic changes. All of these have led to a new
approach and a modified title in the present book, although it is certainly
the "great grandson" of the original Principles.
This book is still a textbook (we hope), but aimed consciously at those
who would or do practice pharmaceutical marketing. It is hoped that it
will provide an understanding of the functions of pharmaceutical market-
ing for non-practitioners as well.
Acknowledgement is due to the contributors who are named in the
pages that follow. My friends Max Ferm and Ted Klein have for many
years directly and indirectly influenced what I have put in all the editions.
Lea and Febiger published the earlier works and I enjoyed fully my rela-
tionship with them as I now do with Haworth.
The pharmaceutical industry is fortunate to be served by a fine internal
press. "The Pink Sheet," Medical Marketing and Media, Phannaceutical
Executive, and Medical Advertising News are "must" reading for phar-
maceutical marketers and I have made heavy use of materials published in
these media.
Finally, I must thank Mary Ann Iverson for typing draft after draft of
the manuscript and my wife for supporting my yellow legal pad and brown
pen habit.
Mickey C. Smith
ix