Theses, Dissertations, and Capstone Projects

Year of Award

1992

Degree

Master of Business Administration (MBA)

College

College of Business & Professional Studies

Degree Program

Business Administration

Department

Business Administration

Keywords

doctors, drugs, advertising, sales, medicine

Abstract

This paper presents a brief overview of marketing practices in the Pharmaceutical Industry, with special attention given to the unique characteristics of the Pharmaceutical Industry-Medical Community relationship. Successful aspects of pharmaceutical promotions as well as the more sordid ones will be discussed.

Societal benefits, such as rapid addition of new therapies, often are directly attributable to the promotional activities of the Industry. Financial costs to society may also play an important part in the various aspects of Industry-Physician interaction. This paper could provide the incentive for drug manufacturers and the medical community to re-evaluate their promotional practices, behaviors and attitudes toward each other.

An acknowledgement of their interdependence and a realization of common interests (given the health policy debate and ever increasing external regulation) would help restore the Industry-Physician relationship back to the high level of respect and responsibility it once was.

This paper concludes that a united Pharmaceutical and Medical Community would be better able to participate in improvements in this country's health care system. Furthermore, greater impact on the health policy debate is vital to ensure necessary profits, freedoms, and quality patient care.

Document Type

Restricted Thesis

Creative Commons License

Creative Commons Attribution-No Derivative Works 4.0 License
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