Influence Of Pharma Crm & Personal Selling Strategies On The Prescription Behavior Of Doctors- A Literature

Expanding into Asia (including India) so as to implement lower cost clinical testing and share opinions with leaders in the medical industry appeared to be a viable option. Drug prices however were substantially lower in India, profits were capped at 6% and post manufacturing costs were limited at 100%.

     Is a patient at liberty to diagnose his or her own affliction? If so, are they also qualified enough to know the right medication and take into consideration the drugs adverse effects? With the recent onset of direct to consumer advertising for prescription drugs, this is becoming the case. In 1994, expenditures on direct to consumer advertisements were about twenty-five-million a year. By 1998 that figure changed to about 225 million (Sasich 2). Turn on the TV, there they are. Open your favorite magazine, there they are again. Listen to the radio, congratulations, you’ve found another ad for the latest prescription drug. Rush down to your local

Everyone knows that direct- to consumer-marketing is focused on the patients. There are a lot of ways to get the attention of these patients. Advertising can be done through social media, print, radio, television, and word of mouth. “Prescription direct-to-consumer advertising has become a highly scrutinized and researched topic in healthcare marketing,” (Rollins, B.L., King, K. Zinkhan G., & Perri, M., 2011.).

Allstar Brands' over-the-counter cold and allergy remedy Allround will continue to be the market leader among OTC cold medicines and continue to increase its stock price over the next decade in order to remain not only competitive, but the premier stock choice among competitors in the OTC cold and allergy remedy market. To further grow the Allround product it is essential to build upon the current strengths of the brand, but also seek additional areas for opportunity and growth. These goals will be accomplished by evaluating competitors entering the OTC cold and allergy remedy market and through careful planning and execution to enhance

Pharmaceutical companies also show a key role in the healthcare system because many patients trust their products. The values for drugs are increasing, and there are no covers to

Pharmaceutical companies and proponents of DTC advertising of prescription drugs argue that they create a more informed consumer, alerting them of possible ailments and new drugs.

As previously stated, the actions on the industry do sway a doctor’s prescriptions. Many problems arise from this, namely the fact of expense and health. According to the FDA, generic brand drugs can be 80% more expensive than their name brand counterpart. The FDA also mandates that each must be bioequivalent. The doctors prescription could cost 80% more because of the influence of drug companies. Another factor of this marketing is known as going “off label”, or drugs being pushed for symptoms they weren’t made for. This is part of the reason opioids have caused the United States’ heroin outbreak. Drug companies designed extreme pain killers, meant for terminal illnesses. That isn’t a large market, so companies began pushing doctors to prescribe them for more and more cases. This is also on the rise with antidepressants and anxiety medication. Pharmaceutical companies over-advertising their drug is dangerous and has resulted in lawsuits for almost every major drug company. Famously, the English drug company GSK paid $3 billion in a lawsuit for over prescribing their antidepressant, Paxil (New York Times). Pfizer, Johnson & Johnson, Abbott, and Eli Lilly have all paid at least $1 billion for pushing off label prescriptions. However, many people support this entire practice because of the free market, and that companies have the right to advertise. While the free market is an integral part of Western culture, drugs are not just some product. Prescription drugs are tablets of complex chemistry backed by scientific research and approved of personal use by someone who has been to higher education for nearly twelve years. For example, sodas are an item on the free market. Coke and Pepsi have a right to advertise and try to create the better soda. They may convince someone to change brand loyalty, and there’s little to no consequence. Drugs have life-changing, or life-ending, potential and complex

Ever since the legalization of direct-to-consumer pharmaceutical advertising in 1985, drug companies have grown and greatly increased their spending, making this the most popular type of health communication to the general public. From 1996 to 2005, the total amount of spending on pharmaceutical advertisements increased by 3252 million dollars and the percentage of drug sales increased by 1.4 percent (New England Journal of Medicine). This positive increase in sales is why the United States allows for these advertisements to be aired, they bring in revenue and as people become more sick, they will continue to buy more drugs and increase the revenue. However, even with all this spending, after observing hours of television on three different channels, I found it surprising on the limited amounts of pharmaceutical advertisements that were presented. For the network CBS, there were three drug advertisements, for CNN there were four and for the network AMC, there were only two of the same commercial. This trend shows how different airing times affect different populations of people. I watched CNN at 11:30 in the morning, a more common

Advertising companies have capitalized on people’s desire for expedient and effective results by changing their sales strategies in order to increase profit. Consumers and physicians are specifically targeted in direct-to-consumer advertising strategies, such as ads on television, magazines, and other physician-focused promotions. Studies that assess the effect of advertising show an increase in prescribing practices as well as an increase on the demand for prescription medication. Because prescription medications are perceived as valuable for health maintenance, economic theorists predict changes in marketing costs are not likely to impact pharmaceutical sales further demonstrating the strong relationship between physicians’ willingness to prescribe and patients’ need to consume medications. The cyclical relationship of advertising companies, to physicians, and to consumers reveals the significant influence money can have on prescribing practices, which may have strong implications for overprescribing

In 1983, the first television drug advertisement was aired. The drug was Rufen, a pain reliever similar to ibuprofen. Not even 48 hours later, the government had requested the commercial be taken off the air on counts of misinformation. In 2007, congress ruled that these advertisements encouraged unnecessary usage of these drugs (Scott). The government, alongside the American Medical Association, wanted to ban these advertisements permanently, but they could not because the pharmaceutical companies would plead free speech under the first amendment (Scott). Pharmaceutical companies have always managed to find loopholes in the system so they can continue to feed their toxic commercials to consumers. Although some may disagree that prescription

As a result, physicians are today faced with more patients who seek for their medical treatment based on marketing information than ever before. This shift in the physician-patient relationship to a more interactive, cooperative

prescription, because all drugs, including those that can heal, can also cause harm. Doctors, nurses and other health professionals have the necessary training and experience to help them decide whether drugs are indicated in particular cases. This is why they make the prescription decision, not patients. Prescription drug advertising pressures health professionals to prescribe particular medications, and often the ones that may be less effective and more expensive and dangerous. This intrudes in the relationship between medical professionals and patients, and disrupts the therapeutic process. It takes up valuable time to explain to patients why they may have been misled by the drug advertisements they have seen. Prescription drug advertising

There are advantages of starting a pharmaceutical firm in India. It has emerged from being an enzyme-producing firm to a biotech powerhouse under the guidance of Ms Kiran M. Shaw. They have a well-established pharmaceutical industry that has been growing since 1947. After the purchase of Hindustan Antibiotics Ltd. and India Drug and Pharmaceuticals Ltd. they were able to compete with the MNC’s (Multi National Corporaton) from overseas (Kalegaonkar, Locke, Lehrich, 2008, p. 2). In the beginning the pharmaceutical industry saw substantial growth. “By the beginning of the 21st century, over 20,000 pharmaceutical companies were operating in India” (Kalegaonkar, Locke, Lehrich, 2008, p. 2). “The pharmaceutical industry in India is ranked third

As a result of pharmacists important role in health care delivery it is necessary for pharmacists to perceive customers are more than a number and dollar amount. Further it is essentially pharmacists perceive each customer and prescription as a human being whom will have unique requirements in relation to their history, current health, and needs. As a result of customers being viewed a human and an end within themselves therefore encourages meaningful interactions and remind pharmacists of their unique and important role in patient care.

We analyzed the Indian Pharmaceutical industry on these five forces and the findings of industry competitiveness and profitability are written under the relevant competitive forces.