Cross-country study on the promotion of new pharmaceutical products

Detailers are one of the most powerful components of pharmaceutical marketing. Drug manufactures spend a lion's share of their marketing budgets on their detailers, and with direct-to-consumer (DTC) marketing coming under closer scrutiny, it is likely that detailing will receive even more funding in the coming years. This thesis analyzes how differences in detailing regulations in the United States, United Kingdom, Sweden, Italy, and France lead to differences in the promotion and sales of antinausea, antihypertensive, and antipsychotic medications during the time period of 1992 to 2003. In order to determine if promotional efforts vary across generations of medications in the same therapeutic class, antinausea and antipsychotic medications are classified as new and old generations and antihypertensives are classified as new, middle, and old generations in this study. Qualitative and quantitative methods are used to examine population, economic, price, promotional, regulatory, and cultural factors that contribute to the sales of pharamaceutical products. The qualitative discussion includes an overview of all five sample countries' health care systems, health care policies, and the prevalence of hypertension, cancer incidence, and psychosis.

Department dc:contributor.department

Massachusetts Institute of Technology. Engineering Systems Division

Grantor dc:publisher

Massachusetts Institute of Technology

Year dc:date.issued

2006

Author dc:creator

• Kundu, Jayeeta

Advisor dc:contributor.advisor

• Ernst R. Berndt.

• Technology and Policy Program.

Statement dc:rights

• M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission.

Licence dc:rights.uri

• http://dspace.mit.edu/handle/1721.1/7582

Language dc:language.iso

eng

Handle dc:identifier.uri

http://hdl.handle.net/1721.1/34524

OAI identifier oai:identifier

oai:dspace.mit.edu:1721.1/34524