Pharmaceutical Marketing: an investigation into current practices through case studies and interviews

MSc in Pharmaceutical Quality Assurance and BiotechnologyPaul SherlockC99026309

Aims and Objectives

Investigate marketing practices of pharmaceutical companies

Comparison of guidelines and regulations in 4 markets

Examine the methods of how companies sell their products

Research Methodology

Literature search (regulations and guidelines from industry organisations)

Marketing case studies – Claritin (Clarityn) and Lipitor (in progress)

Interviews of pharmacists, doctors and pharmaceutical representatives

Results

Case study – Clarityn (Claritin)

US/Canada Packaging

European Packaging

Clarityn/Claritin websites

US Website European website

Claritin/Clarityn advertisements

US, 1996

EU, 1998

Lipitor website

Lipitor Commerical

Results – interviews of pharmacists

On average see a representative for 15 - 30 minutes per visit

Representatives have a job to sell and inform but independent assessments must be done

Information from representatives is important No training for pharmaceutical marketing Marketing would influence consumer choices Disagree with DTC advertising Internet some influence

Disagree with DTC advertising Internet big influence See representatives on a regular

basis Representatives have useful roles Average visit of 10 -20 minutes No training towards marketing Mixture of opinions on gifts

Results – interviews of doctors

Intensive training Arrange meetings through

appointments/evening meetings Appointments last about 5 – 30

minutes Other marketing methods

complement the representatives work No bonuses are offered

Results – interviews of pharmaceutical representatives

Implications of findings/Conclusion

Pharmaceutical Marketing has big influence on companies sales

Huge amount of regulations/guidelines

Information from representatives is useful but follow-up research has to be done

DTC advertising of prescription drugs is generally a bad idea.

Future Work

E-media

More global comparisons

Larger survey of doctors/pharmacists/representatives