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Pharmaceutical Marketing: a Comparison of Different Markets Technological University Dublin ARROW@TU Dublin School of Chemical and Pharmaceutical Dissertations Sciences 2010-05-01 Pharmaceutical Marketing: A Comparison of Different Markets Paul Sherlock Technological University Dublin, [email protected] Follow this and additional works at: https://arrow.tudublin.ie/schschpsdis Part of the Pharmacy and Pharmaceutical Sciences Commons Recommended Citation Sherlock, P.: Pharmaceutical Marketing: a Comparison of Different Markets. Dissertation. Dublin, Technological University Dublin, 2010. This Dissertation is brought to you for free and open access by the School of Chemical and Pharmaceutical Sciences at ARROW@TU Dublin. It has been accepted for inclusion in Dissertations by an authorized administrator of ARROW@TU Dublin. For more information, please contact [email protected], [email protected]. This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License School of Chemical and Pharmaceutical Sciences Reports Dublin Institute of Technology Year 2010 Pharmaceutical Marketing: a Comparison of Different Markets Paul Sherlock [email protected] This paper is posted at ARROW@DIT. http://arrow.dit.ie/scschcpsrep/1 | Use Licence | Attribution-NonCommercial-ShareAlike 1.0 You are free: • to copy, distribute, display, and perform the work • to make derivative works Under the following conditions: • Attribution. You must give the original author credit. • Non-Commercial. You may not use this work for commercial purposes. • Share Alike. If you alter, transform, or build upon this work, you may distribute the resulting work only under a license identical to this one. For any reuse or distribution, you must make clear to others the license terms of this work. Any of these conditions can be waived if you get permission from the author. Your fair use and other rights are in no way affected by the above. This work is licensed under the Creative Commons Attribution-NonCommercial- ShareAlike License. To view a copy of this license, visit: • URL (human-readable summary): http://creativecommons.org/licenses/by-nc-sa/1.0/ • URL (legal code): http://creativecommons.org/worldwide/uk/translated-license PHARMACEUTICAL MARKETING: A COMPARISON OF DIFFERENT MARKETS PAUL SHERLOCK SCHOOL OF CHEMICAL AND PHARMACEUTICAL SCIENCES DIT KEVIN ST. MAY 2010 THESIS SUBMITTED IN PARTIAL FULFILMENT OF EXAMINATION REQUIREMENTS LEADING TO THE AWARD OF MSc IN PHARMACEUTICAL QUALITY ASSURANCE (DUBLIN INSTITUTE OF TECHNOLOGY) SUPERVISOR: KAREN QUIGLEY Declaration I certify that this thesis is entirely my own work and has not been taken from the work of others save and to the extent that such work has been cited and acknowledged within the text of my work. This thesis has not been submitted in whole or in part for an award in any other institute or university. The institute has permission to keep, to lend or to copy this thesis in whole or in part, on condition that any such use of the material of the thesis is duly acknowledged. Signed: ____________________________ Date: _____________________________ 1 Contents 1.0 Introduction ............................................................................................................................... 3 1.1 Purpose and research method ............................................................................................. 3 1.2 Pharmaceutical Marketing .................................................................................................. 3 1.3 Advertising ............................................................................................................................ 6 1.4 Labelling ................................................................................................................................ 7 1.5 Branding .............................................................................................................................. 11 2.0 Literature Search .................................................................................................................... 16 2.1 Regulations .......................................................................................................................... 16 2.1.1 United States ................................................................................................................ 16 2.1.2 European Regulations ................................................................................................. 22 2.1.3 Irish Regulations.......................................................................................................... 23 2.1.4 Japanese Regulations .................................................................................................. 28 2.2 Industry Organisations ...................................................................................................... 29 2.2.1 United States - Pharmaceutical Research and Manufacturers of America (PhRMA)/Advanced Medical Technology Association (AdvaMed) ................................. 29 2.2.2 Europe - European Federation of Pharmaceutical Industries and Associations (EFPIA) ................................................................................................................................. 39 2.2.3 Ireland - Irish Pharmaceutical Healthcare Association (IPHA) ............................. 44 2.2.4 Japan - Japan Pharmaceutical Manufacturers Association (JPMA) ..................... 47 2.3 Summary ............................................................................................................................. 50 3. 0 Ethics of marketing pharmaceutical products .................................................................... 52 3.1 Introduction ........................................................................................................................ 52 3.2 Recent Examples of Misleading Marketing Practices ..................................................... 53 3.3 Conclusion ........................................................................................................................... 57 4.0 Marketing Case Studies .......................................................................................................... 58 4.1 Introduction ........................................................................................................................ 58 4.2 Case Study 1: Claritin (Clarityn in Europe) .................................................................... 58 4.2 Case Study 2: Lipitor .......................................................................................................... 66 4.3 Overall Analysis .................................................................................................................. 71 5.0 Interviews and Analysis .......................................................................................................... 73 5.1 Introduction ........................................................................................................................ 73 5.2 Pharmacist Interviews ........................................................................................................ 74 5.2.1 Summary ...................................................................................................................... 74 5.2.2 Analysis ........................................................................................................................ 74 5.2.3 Transcript of Interviews ............................................................................................. 75 5.3 Doctor Interviews................................................................................................................ 82 5.3.1 Summary ...................................................................................................................... 82 5.3.2 Analysis ........................................................................................................................ 82 5.3.3 Transcript of Interviews ............................................................................................. 83 5.4 Pharmaceutical Representatives ....................................................................................... 90 5.4.1 Summary ...................................................................................................................... 90 5.4.2 Analysis ........................................................................................................................ 90 5.4.3 Transcripts of Pharmaceutical Representative Interviews ...................................... 91 5.5 Pharmaceutical Marketing Staff Interviews .................................................................... 96 5.5.1 Summary ...................................................................................................................... 96 5.5.2 Analysis ........................................................................................................................ 96 5.5.3 Transcripts of Industry Personnel Interviews .......................................................... 96 6.0 Overall Conclusion ................................................................................................................ 102 7.0 References .............................................................................................................................. 105 2 1.0 Introduction 1.1 Purpose and research method The purpose of this thesis is to investigate the current marketing practices of
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