Pharmaceutical Marketing

2018 ◽  
Author(s):  
Stuart O. Schweitzer ◽  
Z. John Lu
Keyword(s):  
Drug Market ◽  
Drug Advertising ◽  
Off Label ◽  
Direct To Consumer ◽  
On Demand ◽  
The Us ◽  
Pharmaceutical Promotion ◽  
Direct To Consumer Advertising

The pharmaceutical industry has been heavily criticized for the amount it spends, as well as for the tactics it uses to promote drugs. This chapter begins by providing an overview of pharmaceutical promotion in recent years, and then offers a closer examination of each major promotional channel, including detailing, free samples, journal advertising, sponsorship of medical conferences, direct-to-consumer advertising, and e-promotion. It systematically reviews the contemporary health economics literature on the effect of pharmaceutical promotion on demand, pricing, utilization, and quality of care. The role of the FDA in regulating drug advertising is also examined, including the debate on whether the agency’s responsibility in this area should be expanded or curtailed. The last section of the chapter examines the issues of false or misleading advertising and off-label promotion. The focus in this chapter is on the US drug market.

scholarly journals Demand Effects of Recent Changes in Prescription Drug Promotion

2003 ◽  
Vol 6 (1) ◽  
Author(s):  
Meredith B. Rosenthal ◽  
Ernst R. Berndt ◽  
Julie M. Donohue ◽  
Arnold M. Epstein ◽  
Richard G. Frank
Keyword(s):  
Prescription Drug ◽  
Drug Market ◽  
Drug Spending ◽  
Direct To Consumer ◽  
On Demand ◽  
Therapeutic Class ◽  
Drug Promotion ◽  
Prescription Drug Spending ◽  
Direct To Consumer Advertising ◽  
Prescription Drug Market

The release of clarified Food and Drug Administration (FDA) guidelines and independent changes in consumer behavior provide an opportunity to study the effects of direct-to-consumer advertising (DTCA) in the prescription drug market alongside the effects of various physician-oriented promotions. We examine the effects of DTCA and detailing for brands in five therapeutic classes of drugs, using monthly aggregate U.S. data from August 1996 through December 1999. In terms of impact of DTCA on demand, we provide evidence on two issues: (1) do increases in DTCA increase the market size of an entire therapeutic class? and (2) does DTCA increase within-class market share of advertised drugs? Our findings suggest that, for these classes of drugs, DTCA has been effective primarily through increasing the size of the entire class. Overall, we estimate that 13 to 22 percent of the recent growth in prescription drug spending is attributable to the effects of DTCA.

AstraZeneca, Prilosec, and Nexium: Marketing Challenges in the Launch of a Second-Generation Drug

2017 ◽  
pp. 1-20
Author(s):  
James G. Conley ◽  
Robert C. Wolcott ◽  
Eric Wong
Keyword(s):  
Generic Drug ◽  
Price Competition ◽  
Drug Market ◽  
Market Segments ◽  
Pharmaceutical Firms ◽  
Direct To Consumer ◽  
The Us ◽  
Marketing Variables ◽  
Direct To Consumer Advertising ◽  
First Mover

Tom McKillop, CEO of AstraZeneca, faced the classic quandary of large pharmaceutical firms. The firm's patent for Prilosec (active ingredient omeprazole) was expiring. Severe cost-based competition from generic drug manufacturers was inevitable. Patent expirations were nothing new for the US$15.8 billion in revenues drug firm, but Prilosec was the firm's most successful drug franchise, with global sales of US$6.2 billion. How could the company innovate its way around the generic cost-based competition and avoid the drop in revenues associated with generic drug market entry? AstraZeneca had other follow-on drugs in the pipeline—namely Nexium, an improvement on the original Prilosec molecule. Additionally, the company had the opportunity to introduce its own version of generic omeprazole, hence becoming the first mover in the generic segment, and/or introduce an OTC version of omeprazole that might tap into other markets. Ideally, AstraZeneca would like to move brand-loyal Prilosec customers to Nexium. In this market, direct-to-consumer advertising has remarkable efficacy. Classical marketing challenges of pricing and promotion need to be resolved for the Nexium launch as well as possible product and place challenges for the generic or OTC opportunity. Which combination of marketing options will allow the firm to best sustain the value of the original omeprazole innovation?The central objective of the case is to teach students how marketing variables can be used by first movers with diverse product portfolios to fend off severe price competition. These variables include pricing, promotion, product, and place (distribution) options as considered in the context of branded, generic, and OTC pharmaceutical market segments.

Prescription Drug Advertising Direct to the Consumer

PEDIATRICS ◽  
1991 ◽  
Vol 88 (1) ◽  
pp. 174-175
Author(s):  
Keyword(s):  
Health Care ◽  
Pharmaceutical Industry ◽  
Prescription Drugs ◽  
Negative Impact ◽  
Drug Advertising ◽  
Specific Product ◽  
Direct To Consumer ◽  
Previous Medication ◽  
Direct To Consumer Advertising

There is a rapidly growing practice within the pharmaceutical industry of advertising prescription products directly to the general public through media, such as television, radio, newspapers, and popular magazines. Proponents of direct-to-consumer advertising of prescription drugs have asserted that advertising is a source of useful information for the patient. However, it is the position of the Academy that patient education regarding prescription drugs is provided best by the physician within the context of patient care and not through advertising that is designed primarily to promote the sale and consumption of a specific product. Such advertising contributes little, if anything, to the quality of health care while posing multiple problems that may be counterproductive to the provision of optimal pharmacotherapy for pediatric patients. The Academy's opposition to direct-to-consumer advertising of prescription drugs stems from its long tradition of advocacy for children and young people, along with a concern regarding the potential negative impact of such advertising on the health care of children and adolescents. The Academy's objection to consumer advertising of specific prescription products does not apply to general health information provided through public service announcements sponsored by the pharmaceutical industry. Prescription drugs are unique in the marketplace in that they are selected for use by the physician rather than by the consumer. They are designated by law to be used within the patient-physician relationship for the protection and welfare of the patient. In choosing a therapeutic agent for a particular patient's illness, a physician takes into consideration a multitude of complex factors, including the patient's diagnosis, medical history, previous medication interolances, adverse drug reactions, possible drug interactions, chemical dependency, and the array of products that potentially may be used.

Effects on Direct-to-Consumer Advertising of Prescription Drugs in Singapore: The Moderating Role of Low Credibility

2009 ◽  
Vol 12 (2) ◽  
pp. 215-229
Author(s):  
Siva Muthaly ◽  
Hong-Youl Ha ◽  
Jing Ping Yeo ◽  
Nam-Yun Kim
Keyword(s):  
Prescription Drugs ◽  
Behavioral Intentions ◽  
Activity Data ◽  
Direct To Consumer ◽  
Consumer Beliefs ◽  
Proposed Model ◽  
Dtc Advertising ◽  
Direct To Consumer Advertising

As consumer beliefs about direct-to-consumer (“DTC‘) advertising vary, two different types of beliefs (beliefs about DTC advertising and beliefs about quality of treatment) are associated with how consumers' beliefs affect behavioral intentions. The authors also consider how consumers' judgments of DTC advertising of prescription drugs vary with different levels of credibility. Taking a moderating effect perspective on the consumer beliefs-behavioral intentions formation, the authors theorize that the lower level of credibility is a key element in facilitating consumer activity. Data from Singaporean had been used to test a proposed model. The findings show that the effect of beliefs about quality of prescription drugs advertised on behavioral intention is more powerful than the effect of beliefs about DTC advertising. The interaction effects suggest that at a lower level of credibility on DTC advertising, consumers are likely to discuss this matter with their doctors to increase their confidence.

scholarly journals Controversial advertising of medicines. A comparison between Poland and the United States

2018 ◽  
Vol 21 (5) ◽  
pp. 67-79
Author(s):  
Marta Makowska
Keyword(s):  
United States ◽  
Prescription Drugs ◽  
The United States ◽  
The European Union ◽  
Negative Consequences ◽  
Direct To Consumer ◽  
Law And Ethics ◽  
The Us ◽  
The Law ◽  
Direct To Consumer Advertising

For many years, the subject of aggressive marketing campaigns conducted by pharmaceutical companies has been raised in Poland. Drug ads are everywhere, on television, the radio, magazines and on the Internet. Therefore, it is extremely important is to ensure both their legal and ethical dimension. This article will present the differences between direct-to-consumer advertising of medicines in Poland and in the US. The dissimilarities result mainly from differences in legislation. In Poland, the law is much stricter than in the US. For example, in the United States companies are allowed to advertise prescription drugs directly to patients. In the whole of the European Union, and thus in Poland, it is strictly prohibited. The article will also present other regulations existing in Poland and in the United States and it will compare them. It will offer examples of violations of the law and ethics in the advertising of medicine in both countries. Lastly, it will briefly outline the negative consequences of unacceptable pharmaceutical marketing.

scholarly journals Why do we have to use new low flux dialysis machine for daily home dialysis

2018 ◽  
Vol 1 (2) ◽  
pp. 71-74
Author(s):  
Hafedh Fessi
Keyword(s):  
Recovery Time ◽  
Western Europe ◽  
Ultrafiltration Rate ◽  
Dialysis Dose ◽  
Good Opportunity ◽  
Home Dialysis ◽  
Session Management ◽  
The Us

After a decline at the end of 90’s, Home Hemodialysis recently found a second breath. This renewal doesn’t only concern France, but also the US and Western Europe (GB, Italy and Spain).Several studies confirm that low flux dialysat machines deliver adequate dialysis dose, based on high dialysat saturation and low daily ultrafiltration rate. Frequent sessions avoid long interdialytic interval. They also are easy to use, allow easier session management with more flexibility and mobility.Daily hemodialysis with low dialysat flux responds to new goals: improving quality of life reaching better cardiovascular parameters and reduce recovery time post dialysis.Better patient adhesion to the treatment with low flux dialysat machines allows a decrease in barriers to home memodialysis development.It gives a good opportunity today to improve dialysis quality. The role of patient care partner is determinant

scholarly journals Interaction of race and pathology for neuroendocrine tumors: Epidemiology, natural history, or racial disparity?

2019 ◽  
Vol 37 (4_suppl) ◽  
pp. 376-376
Author(s):  
Rachel M Lee ◽  
Danielle K DePalo ◽  
Alexandra G Lopez-Aguiar ◽  
Mohammad Yahya Zaidi ◽  
Flavio G. Rocha ◽  
...  
Keyword(s):  
Quality Of Care ◽  
Neuroendocrine Tumors ◽  
Prognostic Value ◽  
Oncologic Outcomes ◽  
Gastroenteropancreatic Neuroendocrine Tumors ◽  
Curative Intent ◽  
Black And White ◽  
The Us

376 Background: The prognostic value of pathologic variables is not consistent for gastroenteropancreatic neuroendocrine tumors (GEP-NETs). We previously demonstrated a limited prognostic role of lymph node (LN) positivity in small bowel NETs (SBNET) compared to pancreatic NETs (panNET). Although minority race is often associated with worse cancer outcomes, the interaction of race with pathologic and oncologic outcomes of pts with GEP-NETS is not known. Methods: Pts with GEP-NETs who underwent curative intent resection at eight institutions of the US NET Study Group from 2000-16 were included. Given few pts of other races, only Black and White race pts were analyzed. Results: Of 2,182 pts, 1,143 met inclusion criteria. Median age was 58 yrs, median follow up was 3 yrs, 48% were male, 14% (n = 157) were Black, and 86% (n = 986) were White. Black pts were more likely uninsured (7 vs 2%, p = 0.005), had symptomatic bleeding (13 vs 7%, p = 0.006), required emergency surgery (7 vs 3%, p = 0.003), and had LN positive disease (47 vs 36%, p = 0.016). Despite this, Black pts had improved 5 yr recurrence free survival (RFS) compared to White pts (90 vs 80%, p = 0.008). The quality of care received was comparable between both groups, demonstrated by similar LN yield at surgery, neg margin resection rate, post-op complications, and need for reoperation or readmission (all p > 0.05). Black pts were more likely to have SBNET (22 vs 13%) and less likely to have panNET (43 vs 68%) compared to White pts (p < 0.001). Consistent with prior data, pts with LN pos panNET had decreased 5yr RFS (67 vs 83%, p = 0.001); however, for SBNET, LN involvement was not prognostic (77 vs 96%, p = 0.08). The prognostic value of LN pos disease was similar between Black and White pts in both SBNET (p = 0.34) and panNET (p = 0.95). Conclusions: Black pts with GEP-NET present with more advanced disease, including higher LN positivity. Despite this, Black pts have improved RFS compared to White pts. Although there may be delays in seeking or reaching care, Black pts received similar quality of care compared to White pts. The improved RFS seen in Black pts may be attributed to the epidemiologic differences in the site of presentation of GEP-NETs and variable prognostic value of LN pos disease.

scholarly journals The role of erenumab in the treatment of migraine

2020 ◽  
Vol 13 ◽  
pp. 175628642092711 ◽  
Author(s):  
Anna P. Andreou ◽  
Matteo Fuccaro ◽  
Giorgio Lambru
Keyword(s):  
Clinical Trials ◽  
Side Effects ◽  
European Medicines Agency ◽  
Human Antibody ◽  
Subcutaneous Injections ◽  
Calcitonin Gene ◽  
The Us ◽  
Different Doses

Calcitonin gene related peptide (CGRP) monoclonal antibodies (mAbs) have been the first class of specifically developed preventive treatments for migraine. Clinical trials data suggest superiority of the CGRP mAbs to placebo in terms of prevention of migraine symptoms, migraine-specific quality of life and headache related disability. Treatment-related side effects overall did not differ significantly from placebo and discontinuation rate due to side effects has been low across the clinical trials, perhaps in view of their peripheral mode of action. Along with their route and frequency of administration, these novel class of drugs may constitute an improvement compared with the established arsenal of migraine treatments. Erenumab is a fully human antibody and the only mAb acting on the CGRP pathway by blocking its receptor. It is the first of the CGRP mAb class approved by the US Food and Drug Administration (May 2018) and the European Medicines Agency (July 2018). Erenumab exists in two different doses (70 mg and 140 mg) and it is administered with monthly subcutaneous injections. This review summarises erenumab pharmacological characteristics, clinical trials data, focusing on the potential role of this treatment in clinical practice.

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