In the pharmaceutical industry, a customer can be a patient, a doctor, a payer, or a provider. The takeaway messages in this module are that the pharmaceutical market requires strategic thinking that considers a series of contingencies. In this module, you will learn how the pharmaceutical industry takes a product that has outgrown the market and sells it on the market. Some pharmaceutical companies may be considered patient-centered because they develop and market products that help patients lead healthier lives.
Pharmaceutical marketing of a drug is one of the most complex consumer behavior activities in current practice. This change in the market, combined with increased government regulation, a decrease in the amount of face-to-face time with doctors, and a barrage of multi-million dollar lawsuits, has led forward-thinking pharmaceutical and healthcare companies to begin to shift their attention away from products and more to their best. client: the patient.