Pfizer's aim to be number one is almost within reach
Article Abstract:
Pfizer is positioned to emerge as the leading prescription-pharmaceuticals company in the US with its wide range of yet-to-be-launched products and its marketing success, such as the introduction of Viagra. Pfizer is seen as an outstanding example for its competitors in the prescription-drugs category due to its emphasis on the marketing and development of new product offerings. The firm enjoys major success in the market because it entrusted its growth on new-product research and development initiatives, instead of taking the mergers-and-acquisitions route to grow its operations.
Publication Name: Medical Marketing & Media
Subject: Health care industry
ISSN: 0025-7354
Year: 1998
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Record first half '98 DTC ad spend exceeds $570 million
Article Abstract:
Measured media accounted for a 26% hike to $572.4 million in expenditures for total direct-to-consumer advertising for prescription drugs for the period starting January 1998 and ending June 1998. Only $453 million was used during the first semester of 1997. Competitive Media Reporting showed that 27 pharmaceutical firms participated in advertising to consumers. Merck used $39.4 million to become the largest consumer of network television. In addition, Bristol-Myers Squibb budgeted 87% of its expenditures equivalent to $55.8 million for its Pravachol product.
Publication Name: Medical Marketing & Media
Subject: Health care industry
ISSN: 0025-7354
Year: 1998
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Why Merck has to run just to stay in place
Article Abstract:
Merck needs to produce $1 billion in sales per year five years from 1998 if it wants to produce even 1% in sales per year despite its remarkable ability to secure FDA approval of its new medication and create significant new therapeutic categories. Merck is renowned in the pharmaceutical preparation field for its research expertise and drug marketing capabilities. However, it is improbable that Merck can maintain enough overall volume to keep up the pace of its sales expansion just as its patents will soon expire.
Publication Name: Medical Marketing & Media
Subject: Health care industry
ISSN: 0025-7354
Year: 1998
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