Author:
Morgan Carter,Zane Daniel M.
Abstract
This article offers marketing and public policy researchers and professionals a peek into pharmaceutical marketing from the practitioner's perspective. Through an interview process with eight active pharmaceutical marketing managers and medical doctors, the authors highlight some of the most pressing challenges facing pharmaceutical marketing practitioners today. They identify three key themes: (1) the need to overcome strongly rooted negative patient perceptions of the pharmaceutical industry, (2) the need to communicate overwhelming amounts of complicated information to patients and physicians, and (3) the need to break away from a stale promotional model. The authors briefly summarize the practitioners’ views on each topic, highlight relevant findings from marketing and public policy literatures, and offer avenues for future research to help address these challenges.
Subject
Marketing,Economics and Econometrics,Business and International Management,General Medicine
Reference58 articles.
1. Antecedents and Consequences of Customer-Company Identification: Expanding the Role of Relationship Marketing.
2. The Market for "Lemons": Quality Uncertainty and the Market Mechanism
3. American Medical Association (2019), “AMA Sharpens Policy to Promote Reasonable Drug Prices,” press release (November 18), https://www.ama-assn.org/press-center/press-releases/ama-sharpens-policy-promote-reasonable-drug-prices.
4. Information Asymmetry in Management Research: Past Accomplishments and Future Opportunities
5. Bulik Beth Snyder (2021), “Can Regeneron Make ‘Monoclonal Antibodies’ a Catchphrase? New COVID-19 Ad Campaign Gives It a Go,” Fierce Pharma (April 28), https://www.fiercepharma.com/marketing/can-regeneron-make-monoclonal-antibodies-happen-new-ad-campaign-for-covid-19-treatment.
Cited by
6 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献