Marketing Techniques of Pharmaceutical Companies Essay

Marketing Techniques of Pharmaceutical Companies Essay

Length: 2421 words (6.9 double-spaced pages)

Rating: Strong Essays

Open Document

Essay Preview

Marketing Techniques of Pharmaceutical Companies

The marketing practices followed pharmaceutical companies attempt to sway consumers as well as healthcare providers to use their products. From misleading direct-to-consumer advertising, to gift giving, the industry has often been accused of pushing the envelope. Marketing representatives from pharmaceutical companies, or "Drug reps" as they have become known in the industry, solicit medical providers in many ways to entice them into using their products. With changing guidelines established by the FDA, inappropriate marketing practices can become costly to a pharmaceutical company, as well as to a provider. In a review of several of the different strategies used by these companies, I will analysis the techniques most frequently used, and how they influence consumers and providers.


I have chosen this topic, as I am currently employed as the Office Manager of a 9-physician primary care group. I have seen thousands of these "drug reps" come in and out of the practice. Patient confidentiality is a serious issue. These individuals often stand around patient care areas waiting to pounce on a provider the minute he/she walks out of a room. They show little or no respect for the patients' right to confidentiality, nor to the provider's time. They plaster notices offering dinners, tickets to football games, free movie passes, and even bring in lunches for the providers and staff. Many offer to help with practice events such as the company Christmas party. Some pay for physicians' conference fees in which the physician is able to travel to exotic locations for seminars and educational meetings. Although some of these perks seem wonder...

... middle of paper ...


Wechsler, Jill. "A Conversation with FDA Commissioner Jane Henney on
Marketing and Risk Management," Pharmaceutical Executive, Dec 1999.

Wechsler, Jill. "The DTC Dilemma: As pharmaceutical companies promote
Products directly to consumers, patients are demanding mediations that may
Be inappropriate or overly expensive," Pharmaceutical Executive. Nov 1999.

"Direct to You: TV Drug Ads that Make Sense.

"Code of Conduct," IPCAA Web site. http://www/

"Ethics." American Medical Association Web Site

"Direct to You: TV Drug Ads that Make Sense," FDA Consumer Magazine.
Jan-Feb 1998.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

A Brief Note On Pharmaceutical Companies And Its Impact On Its Effects On Their Ability

- It is no secret that there has been an increase in the amount of diagnosis’ occurring over the past years, especially in the psychological field. Coon et al. defines over-diagnosis as the accurate diagnosis of a person to which the diagnosis will not benefit the person. This is separate from misdiagnosis, which is an inaccurate diagnosis of a person with something that they do not have and therefore mistakenly treated. Over-diagnosis is found in cases where a person does have an abnormality but it does not significantly impact on their ability to function and therefore treatment is not required....   [tags: Attention-deficit hyperactivity disorder]

Strong Essays
826 words (2.4 pages)

The Affordable Health Care Act Essay

- Although the Affordable Health Care Act represents a step in the right direction towards encouraging all Americans to benefit themselves of medical services, the bill fails to address the source causes of problems in the system. The American health care system is imperfect because it is a nonprofit model that places profits far ahead of patients. When profits come ahead of patients, the result is an incapability to fulfill the ethical duties of being a health care worker. A progressive transformation of the American health care system would systematically undo the wicked link between corporate interests and the interests of health care....   [tags: medical services, doctors, drug companies]

Strong Essays
1405 words (4 pages)

Essay on Drug Company Marketing Campaigns

- Drug companies spend enormous amounts of money on advertising their products. From TV commercials to print ads to bulk mail advertisements, they cover the entire spectrum of marketing techniques. However, change is afoot and most drug companies are reevaluating their advertising strategies and how they spend their money. According to a recent Business Week article (“Drugmakers are Changing Channels”,, the companies have done considerable market research and as a result of the findings they have made significant changes to their marketing strategies....   [tags: advertisins strategies]

Strong Essays
655 words (1.9 pages)

Supposition II : Influence Of Pharmaceutical Companies Essays

- Supposition II: Influence of Pharmaceutical Companies The next supposition I want to discuss is Dr. Frances opinion that pharmaceutical companies’ direct-to-consumer advertising is hurting patients and even psychiatry itself. I chose this supposition because I get tired of watching television and seeing advertisements for psychiatric medications. Furthermore, I get very annoyed when the advertisements try to make diagnosis that many people struggle with every day seem like a walk in the park that can be “cured” with the use of their medication....   [tags: Pharmacology, Pharmaceutical industry]

Strong Essays
1185 words (3.4 pages)

Marketing : The Marketing Of Pharmaceutical Drugs Essay

- ... Faster maturity breakthroughs can be a direct result of certain production service breakthroughs that usually get accepted quite quickly. Decline of a product or service can be the result of a customer interest and then disinterest. When a product or service does not extend its growth, it can be because the product or service has lost its usefulness. In conclusion, The Product Life Cycle can be used as a marketers planning tool to create portfolio planning, strategy formations, as well as future forecasting....   [tags: Marketing, Pharmacology]

Strong Essays
1209 words (3.5 pages)

National Healthcare: Nationalization of Pharmaceutical Companies Essay

- Almost 20 percent of American citizens do not have healthcare insurance. An even greater number of citizens are underinsured. Consequently, a large number of Americans receive very little to no healthcare. A large number of these citizens are women and children. Many of those who are uninsured are hard working families who just don’t have a large enough income to afford coverage, yet, make too much money to qualify for Medi-Cal, the state's healthcare provider. In a society, such as ours, it is a shame that we don’t provide what I consider should be a basic human right, to all of our citizens equally....   [tags: insurance, profits, pharmaceuticals]

Strong Essays
611 words (1.7 pages)

ADHD, Ritalin, Families, and Pharmaceutical Companies Essays

- ADHD, Ritalin, Families, and Pharmaceutical Companies In today's fast-paced society, it seems that prescription drugs are a more reasonable and reliable solution for children and adults than diet and exercise for the "disease" known as ADHD. Rather than take the time to play with their children, or institute a proper diet, it seems that increasing numbers of parents would rather treat their children's unexplained zest for life with pills and doctors. While there are some explanations and reasons for the diagnosis of this popular disease, most children are improperly diagnosed, and are therefore taking unneeded medication....   [tags: Drug Companies Pharmaceutical Industry]

Strong Essays
3498 words (10 pages)

Pharmaceutical Companies Are Been Notorious For Hiring Young Female Sales Reps

- Pharmaceutical companies are already notorious for hiring gorgeous, young female sales reps to appeal to an industry of doctors who are mostly middle-aged or older males. Obviously, a number of other ethical issues emerge when drug companies pay doctors. However, drug companies can’t pay direct commissions for prescribing their drugs, but they can pay them to be spokespersons. GlaxoSmithKline can longer pay doctors to promote their drugs, as a result of their scandal, but nearly all major drug companies still do so....   [tags: Pharmacology, Pharmaceutical industry, Crime]

Strong Essays
1095 words (3.1 pages)

Business Analysis of Teva Pharmaceuticals Essay

- PROBLEM STATEMENT Teva Pharmaceuticals, the firs multinational pharmaceutical company of Israel had become a successful global giant in the industry of generic drugs. After experiencing a long period of success and growth in the generic drug industry against some big western pharmaceuticals the company had acquired many well known pharmaceutical companies and had achieved its goal of 1 billion dollar theory seemed to be in troubles in building a new strategy and vision to compete with the rapidly growing generic industry....   [tags: growth, threats, drugs]

Strong Essays
2720 words (7.8 pages)

HRM Strategies Needed by Janssen Pharmaceutical Companies to Achieve High Performance Work

- EXECUTIVE SUMMARY High Performance Work (HPW) is absolutely essential for the associations to manage the to a great degree aggressive markets. Absence of organisational effectiveness or techniques would absolutely push the association in the negative course. In this paper Leadership and Human Resource Management (HRM) ideas are contemplated for expanding the superior working of the Janssen Pharmaceuticals. The collaboration and HRM procedures utilized by the Janssen are assessed. The assessment is carried out on the premise of proper hypothetical models....   [tags: Janssen Pharmaceuticals Case Study]

Free Essays
2600 words (7.4 pages)