Pharmaceutical Marketing and Economics

Dear Colleagues,

As the use of prescription medications has grown worldwide, two of the more controversial topics in the field are how those drugs are marketed and the economics/pricing associated with their use. Pharmaceutical marketing and the economics of medications are more than a single advertisement or the price of a medication. From the various cues used in pharmaceutical manufacturer communications to readability and patient understanding of those communications to cost-effective and cost-utility analyses, pharmaceutical marketing and economics encompass a large variety of important factors in healthcare communication and delivery.

Researchers and health care policy experts across the globe continue to analyze the most effective and efficient ways to communicate with patients and providers in the increasingly patient-centered healthcare environment. Topics, such as direct-to-consumer (DTC) advertising, the interaction and separation of medical and commercial affairs, factors that influence prescribing, and the impact of the Internet and social media communications, are current focus points. From an economic perspective, topics identifying cost-effective medications, distribution systems, and technologies, as well as quality of life, are just a few examples of the current interest topics. 

Pharmaceutical marketing and economics encompass all of these topics and more, with the overarching goal being to find the most efficient use of resources—economically, socially, and behaviorally.

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• Pharmaceutical
• Marketing
• Economics
• Advertising
• Consumer Behavior