ABSTRACT
The pharmaceutical industry has many successes in its handling of the classic “4 P's.” With respect to “product,” the pharmaceutical research and manufacturing companies have long realized the importance of the marketing concept, focusing on the unmet needs of society. While the contributions by the pharmaceutical industry to society are undeniable with respect to the discovery of new drug substances, the industry has engaged in a variety of other activities, each designed to improve its product for the ultimate consumer. Efforts by the pharmaceutical industry have significantly contributed to the fundamental change in how health care, regardless of the presence of medication, is evaluated. One definite contribution to marketing systems is the distribution system that operates within this industry. Products are available to essentially any patient anywhere within the reaches of the system within 24 hours and with maximum efficiency. Many examples exist of patient support programs that are sponsored by the companies that market pharmaceuticals. While one can readily recognize the potential benefits of such programs, each represents an opportunity to educate the patient and at the same time act as a resource for physicians, distributors, and representatives. Additional promotional efforts worthy of mention include database marketing and services marketing. While the benefits of these practices have not been fully realized in the prescription market, each represents a tremendous opportunity for the industry. While it appears that there are only a few examples of true contribution or innovation on the part of the pharmaceutical industry in this regard, the industry should be applauded for its effective use of marketing theories and techniques developed by and implemented in other industries.
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