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| Industrie Pharmaceutique > Etude de marché sectorielle |
| The Evolution of DTC marketing across key pharmaceutical markets |
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€ 955,00 |
Editeur
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Business Insight |
Langue
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Anglais |
Date de publication : |
Mars 2000 |
Taille du document : |
152 |
Autres informations : |
Description , Table des matières |
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| Présentation de l'étude de marché - Description & Table des matières |
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| The Evolution of DTC marketing across key pharmaceutical markets |
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Pharmaceutical companies mainly market their products through contact between  
  their sales force and heathcare providers.
 
  However, due to the nature of its products, the pharmaceutical industry has  
  been subject to heavier marketing and advertising restrictions than most other  
  industries and have remained focused on the purchasers and providers of healthcare,  
  rather than the consumers.
 
  For many years, the pharmaceutical industry believed that it was being denied  
  access to the most influential sector of the healthcare industry: the patient  
  sector.  
 
However, in August 1997, the FDA relaxed the regulations governing the use  
  and nature of DTC promotion within ethical pharmaceutical marketing strategies  
  in the US. Today, US patients are targeted with product specific information  
  and prompted take a more active role in the prescribing process.
 
  Encouraged by the example of the FDA, supporters of DTC advertising are exerting  
  increasing pressure on European authorities to relax their ban on DTC marketing  
  in Europe.  
 
The evolution of DTC marketing across key pharmaceutical markets gauges  
  the global development of DTC marketing by analyzing the reality of DTC marketing  
  in the US and assessing the likelihood of cultural and formal acceptance of  
  DTC marketing in other major markets.  
 
One stop shop :
 
  The national and international implications for healthcare professionals, providers  
  and patients are analyzed using detailed data, case studies and insightful opinion  
  to give a clear picture of the current and future role of DTC marketing.  
 
Global issues :
 
  The suitability of DTC marketing to different therapy areas and healthcare systems  
  is discussed along with the commercial implications to companies in Europe and  
  the US.  
 
The potential for DTC in Europe :
 
  The likelihood of a change in the European DTC marketing regulations is considered,  
  alongside the implications for providers and receivers of healthcare in Europe  
 
 
 
Strategic DTC decisions :
 
  The benefits and disadvantages of electronic, television and print DTC marketing  
  are identified, and the optimal strategies for the use of DTC marketing through  
  the product life cycle are pinpointed
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Chapter 1: What is DTC marketing and where is it permitted?
Chapter 2: DTC marketing in the US: segmentation of investment
Chapter 3: DTC marketing in the US: strategic decisions
Chapter 4: New DTC Markets?
Chapter 5: Appendix
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PPLSEN
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