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Pharmaceutical Marketing Practices Investigation
- 1. Pharmaceutical Marketing: an investigation into current practices through case studies and interviews MSc in Pharmaceutical Quality Assurance and Biotechnology Paul Sherlock C99026309
- 5. Clarityn/Claritin websites US Website European website
- 6. Claritin/Clarityn advertisements US, 1996 EU, 1998
Notes de l'éditeur
- Regulations US, EU, Japan and Ireland Ethics – how companies skirt around the regulations and the consequences Marketing Case study – Claritin comparison of websites and advertisements Interviews with doctors/pharmacists – 10 questions that dealt with their background, how often they would see a rep, the balance of the information, how important information is, guidance, dealing with marketing material, DTC advertising influence of the internet
- Straight into trying to get you to go to the doctor
- Starts off serious, leads into him enjoying time with his family while voice over explains all about Lipitor and goes serious again with him suggesting that the viewer goes to the doctor That his doctor said that he wasn’t doing anything to avoid a heart attack
- The objective of the interviews was to find out opinions of pharmacists and doctors that pharmaceutical companies sell their products to. I also interviewed reps that sell the products for the companies.
- DTC - power of decision out of the doctors hands, add to cost, patients need more guidance than advertisements All had patients come to them asking for drugs they had seen on the internet Useful role in providing information about new drugs and treatments Gifts – two thought that gifts don’t influence prescribing habits while one thought they would
- Medical representatives institute of Ireland
- E-media – investigation into the effect of social websites, how the company is interacting, giving advice with patients and customers, what possible regulations and guidelines could be implemented – how companies are using the digital social media like Facebook and others, regulation over social media More global comparisons – possible for someone working in industry with access to global data Larger survey of doctors etc. - more international perspective, compare different country's doctors/pharmacists