Suchergebnisse

Cover -- Half Title -- Title Page -- Copyright Page -- Dedication -- Table of Contents -- Preface -- Acknowledgments -- 1 Introduction -- Health -- Woman as a Biological and Social Entity -- A Different Paradigm -- Health Care and Rights -- Drugs and Their Role in Society -- Drug Policy -- Big Pharma -- Drug-Related Problems -- The People -- What's Ahead -- Conclusion -- 2 The "Four P's" -- Introduction -- Marketing as an Actualizing Process -- The Marketing Mix - The "Four P's" -- The Right Product -- The Right Price -- The Right Place -- Spreading the Word - Promotion -- The Pharmaceutical Marketing System -- Product -- Price -- Place -- Promotion -- Product -- From Medicine to Your Mouth (or Wherever) -- Molecular Modification -- Generic Products -- Place -- Mail-Order Prescriptions -- The Wholesaler -- Price -- Price Listing in Direct to Consumer Advertising -- Retail Pricing -- Hospital Pricing -- Promotion -- Personal Selling - Detailing -- Print Media -- Other Forms of Promotion -- Meetings and Exhibits -- Samples -- Direct-to-Consumer Advertising (DTC) -- "Off-Label" Information -- Social Costs and Benefits of Promotion -- What to Do -- Government and the Four P's -- Product -- Price -- Place -- Promotion -- Conclusion -- 3 Investigators and Investigations -- Introduction -- The Hearings -- The Grand Inquisitor - Estes Kefauver -- On Patents -- On Competition -- On Promotion -- On Brand Names -- On Profits -- On Prices -- Minority Views -- FDA under the Microscope - A Resignation and a Whistle Blower -- Dr. Welch -- Dr. Barbara Moulton -- Conclusion/Kefauver -- Gaylord Nelson - Son of Torquemada -- Other Drugs and Issues -- Conclusion/Nelson -- The Fountain Hearings -- Senator Kennedy Joins the Fray -- Conclusion/Kennedy -- Small Business Problems in the Drug Industry - Dingell -- Drug Efficacy Problems - Fountain -- Moss on Drug Abuse.

Multiple regression analysis was conducted to study the relationships among promotion intensity, product differentiation based on therapeutic novelty, and sales performance measured in relative market share. Especially, synergic effects of promotion intensity and therapeutic novelty on relative market share were examined. Selected as study drugs were new chemical entity drug products introduced in the United States from 1 January 1973 through 31 December 1982, which were classified into 47 different therapeutic classes. The data were obtained for the six-year period 1983 through 1988. The first multiple regression model was constructed in which relative market share was regressed on promotion and therapeutic novelty. The model explained 20.8% of the total variance. Both promotion and therapeutic novelty had significant, positive main effects on relative market share. The second model included the interaction term of promotion and therapeutic novelty, and explained 21.7% of the total variance. The interaction term was significantly positive, which suggested the synergism between promotion and therapeutic novelty.