Pharmaceutical Marketing
Pharmaceutical Marketing
Merck
“Merck has gone beyond developing and selling prescription pharmaceuticals. It formed joint ventures in 1989 with Johnson & Johnson to sell over the-counter pharmaceuticals; in 1991 with DuPont to expand basic research, and in 2000 with Scherigng-Plough to develop and market new prescriptions medicines. In 1997, Merck and Rhone-Poulenc S.A. (now Sanofi-Aventis S.A.) combined animal health and poultry genetics business to form Merial Limited, a fully integrated animal health company. Finally, Merck purchased Medco, a mail –order pharmaceutical distributor, in 2003, and Sirna Therapeutics in 2006” (Kotler & Keller, 2012, p. 43-44).
“For branding strategies to be successful and brand value to be created, consumers must be convinced there are meaningful differences among brands in the product or service category. Brand differences often related to attributes or benefits of the product itself . . Merck has lead (its) product categories for decades, due in part to continual innovation” (Kotler & Keller, 2012, p. 243).
Merck has donated $100 million or more to charities in a year (Kotler & Keller, 2012, p. 632).
Mission Statements
Ex. Japan
Both pharmaceutical and biotech companies are starting to make partnership a core competency (Kotler & Keller, 2012, p. 52).
Intro:
Michael Dawson, author of “The Consumer Trap,” states that the business of marketing, a trillion-dollar –a-year industry, is a social, economical, environmental, and unfriendly cost on Americans today as it “continues to soak up economic and environmental resources and dominate the personal lives of citizens” (Dawson, 2005, p. 1). Dawson argues that corporate America is fueled by a continuous marketing race that manipulates people’s perceptions and actions of goods into thinking the economy is out to serve one’s pleasures and happiness, when in all reality, is only out to serve the demand of business today (Dawson, 2005, p. 1).
Merck
“Merck has gone beyond developing and selling prescription pharmaceuticals. It formed joint ventures in 1989 with Johnson & Johnson to sell over the-counter pharmaceuticals; in 1991 with DuPont to expand basic research, and in 2000 with Scherigng-Plough to develop and market new prescriptions medicines. In 1997, Merck and Rhone-Poulenc S.A. (now Sanofi-Aventis S.A.) combined animal health and poultry genetics business to form Merial Limited, a fully integrated animal health company. Finally, Merck purchased Medco, a mail –order pharmaceutical distributor, in 2003, and Sirna Therapeutics in 2006” (Kotler & Keller, 2012, p. 43-44).
“For branding strategies to be successful and brand value to be created, consumers must be convinced there are meaningful differences among brands in the product or service category. Brand differences often related to attributes or benefits of the product itself . . Merck has lead (its) product categories for decades, due in part to continual innovation” (Kotler & Keller, 2012, p. 243).
Merck has donated $100 million or more to charities in a year (Kotler & Keller, 2012, p. 632).
Mission Statements
Ex. Japan
Both pharmaceutical and biotech companies are starting to make partnership a core competency (Kotler & Keller, 2012, p. 52).
Intro:
Michael Dawson, author of “The Consumer Trap,” states that the business of marketing, a trillion-dollar –a-year industry, is a social, economical, environmental, and unfriendly cost on Americans today as it “continues to soak up economic and environmental resources and dominate the personal lives of citizens” (Dawson, 2005, p. 1). Dawson argues that corporate America is fueled by a continuous marketing race that manipulates people’s perceptions and actions of goods into thinking the economy is out to serve one’s pleasures and happiness, when in all reality, is only out to serve the demand of business today (Dawson, 2005, p. 1).
References: Dawson, M. (2005). The Consumer Trap. University of Illinois Press. Retrieved from: http://www.press.uillinois.edu/books/catalog/55khc7bf9780252072642.html Deutsches Aerzteblatt International (2010, May 9) Need of New Pharmaceutical Marketing Strategies (2010, March, 23). Pharmaceutical & Drug Manufacturer Resources. Retrieved from: http://www.pharmaceutical-drug-manufacturers.com/articles/marketing-strategy.html Saul, S