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Healthy Skepticism Library item: 13217

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: Journal Article

Naboko D, Petkova V, Dimitrova Z.
Combination of marketing strategies for increase of anti-smoking drugs sales
Journal of Medical Marketing 2008; 8:(2):144–150
http://www.palgrave-journals.com/jmm/journal/v8/n2/abs/5050097a.html


Abstract:

Although a wide variety of anti-smoking drugs have been registered on the pharmaceutical market, smoking continues to show high prevalence with most smokers being nicotine-dependent, which can lead to the necessity of pharmacological treatment. The existence of a legislative basis for smoking control and limitation of its harmful effects is a necessary but still insufficient prerequisite. In the present paper, different marketing approaches (legislation changes, Rx-to-OTC switching strategy, promotion campaigns and price alterations) as a complex corporative strategy for stimulating the sales of a specific product have been examined. Documentary and comparative analysis were carried out. The results show that synchronisation of advertising measures with the other marketing approaches leads to an increase in sales and are of utmost importance.

Keywords:
anti-smoking drugs, market analysis, marketing strategies

 

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Far too large a section of the treatment of disease is to-day controlled by the big manufacturing pharmacists, who have enslaved us in a plausible pseudo-science...
The blind faith which some men have in medicines illustrates too often the greatest of all human capacities - the capacity for self deception...
Some one will say, Is this all your science has to tell us? Is this the outcome of decades of good clinical work, of patient study of the disease, of anxious trial in such good faith of so many drugs? Give us back the childlike trust of the fathers in antimony and in the lancet rather than this cold nihilism. Not at all! Let us accept the truth, however unpleasant it may be, and with the death rate staring us in the face, let us not be deceived with vain fancies...
we need a stern, iconoclastic spirit which leads, not to nihilism, but to an active skepticism - not the passive skepticism, born of despair, but the active skepticism born of a knowledge that recognizes its limitations and knows full well that only in this attitude of mind can true progress be made.
- William Osler 1909