Marketing Trend in Pharmaceutical Industry

 

Era	Evolution of Marketing Concepts in consumer industries	Key Invention		Marketing Trend in Pharmaceutical industry
		Year	Invention
1936 ~1950	Production Concept & Product concept	1936	Vitamine synthesis by Robert Williams	Product Concept
		1941	Vit.B2 synthesis by Max Tishler
		1948	Industrial Penicillin production by Andrew Moyer
		1949	Synthesis cortisone by Lewis Hastings Sarett
1951~1960	Sales Concept	1954	Oral Contraceptive-Enovid by Frank Colton	Sales Concept
		1955	Tetracycline by Lloyd Conover
		1957	Nystatin by Rachel Fuller Brown
		1959	Anti-leukemia drug by Gertrude Belle Elion
		1959	Self-testing for diabetes by Helen Free
1961~1970	Marketing Concept & Mass Marketing	1968	Internet by Douglas Engelbart	Marketing concept (Broad spectrum/indication)
1971~1984	Positioning & Mass marketing	1971	Computerized Tomography Scanner by Robert Ledley	Positioning (selected indication) Corporate image marketing
		1972	Vaccine against viral hepatitis by Irving Millman
		1977	Cimetidine by Graham John Durant
		1979	PersonalComputer - Apple II by Steve Wozniak
		1980	Genetic engineering by Stanley Cohen
		1980	Recombinant DNA by Hubert Boyer
1985	Direct Marketing (Colgate)	1987	DNA replication by Kary Mullis	Event Marketing
1989	Individualized Marketing			Healthcare policy lobbying
1990~	User Database Marketing (Quaker Oats, Palmolive & General Motor)			Medical Marketing
1996~	Viral Marketing (Hotmail.com)			Merger & Acquisition, Disease Management Marketing
1999~	e-Commerce			DTC (Direct-to-consumer) marketing,Patient Group promotion Biogenetic Accelerated Launching
2001~	e-Business			e-detailing, Customer Partnership Marketing
2002~	Knowledge Management			e-CRM marketing

Production Concept-

Kotler : "Concumers will favor those products that are widely available and low in cost. Managers of production-oriented organizations concentrate on achieving high production efficiency and wide distribution. "

Product Concept-

Kotler: "Consumers will favor those products that offer the mostquality, performance, or innovative features. Managers in product-oriented organizations focus their energy on making superior products and improving them over time."

Selling concept /Sales Concept-

Kotler:"Consumers, if let alone, will ordinarily not buy enough of the organization's products. The organization must therefore undertake an aggressive selling and promotion effort."

Marketing Concept -

Kotler:"The key to achieving organizational goals consists of being more effective than competitors in integrating marketing activities toward determining and satisfying the needs and wants of target markets."