Marketing Masterclass — Pharmaceutical marketing strategy: Lessons from the medical literature

Author(s):  
Iain Black
2018 ◽  
Vol 16 (1) ◽  
pp. 49-74
Author(s):  
Stella Fatović-Ferenčić ◽  
Jasenka Ferber Bogdan

This paper presents the role of Eugen Viktor Feller, a pharmacist and factory owner, with an emphasis on his marketing strategy in advertising his pharmacy specialty Elsa. Various types of contemporary press and advertising leaflets and packaging were used as a starting point for analysis. The abundance of the collected material provided an insight into Feller’s communication strategy of the approach to consumers, comparing advertising in different media and time spans. Following the appearance and elaboration of visual communication phenomena as part of family interest, approaches and advances in the development of advertising in the projects of Feller’s sons Miroslav and Ferdinand were presented. Upgrading to the father’s positive marketing experience they begin a more contemplative advertising campaign. Ferdinand Feller introduces the concept of collective pharmaceutical propaganda into pharmaceutical marketing, while Miroslav Feller becomes one of the leaders in the development of institutionalization and professionalization of commercial graphic design. Thus, marketing development was demonstrated through marketing approaches and innovative ideas of the three members of Feller family, illustrating the shift in approaches that marked the beginning of a different management within an industrial society, where advertising became an indispensable part and a promoter of market relationships.<span class="_wysihtml5-temp-placeholder"> <span class="_wysihtml5-temp-placeholder">


2013 ◽  
Vol 18 (4) ◽  
pp. 7-10
Author(s):  
Deborah Rutt ◽  
Kathyrn Mueller

Abstract Physicians who use the AMA Guides to the Evaluation of Permanent Impairment (AMA Guides) often serve as medical expert witnesses. In workers’ compensation cases, the expert may appear in front of a judge or hearing officer; in personal injury and other cases, the physician may testify by deposition or in court before a judge with or without a jury. This article discusses why medical expert witnesses are needed, what they do, and how they can help or hurt a case. Whether it is rendered by a judge or jury, the final opinions rely on laypersons’ understanding of medical issues. Medical expert testimony extracts from the intricacies of the medical literature those facts the trier of fact needs to understand; highlights the medical facts pertinent to decision making; and explains both these in terms that are understandable to a layperson, thereby enabling the judge or jury to render well-informed opinions. For expert witnesses, communication is everything, including nonverbal communication that critically determines if judges and, particularly, jurors believe a witness. To these ends, an expert medical witnesses should know the case; be objective; be a good teacher; state opinions clearly; testify with appropriate professional demeanor; communicate well, both verbally and nonverbally; in verbal communications, explain medical terms and procedures so listeners can understand the case; and avoid medical jargon, finding fault or blaming, becoming argumentative, or appearing arrogant.


Sign in / Sign up

Export Citation Format

Share Document