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Essay / Research Paper Abstract
This is a 4 page paper that provides an overview of online marketing for pharmaceutical companies. The effects of this trend on consumers and physicians is explored. Bibliography lists 3 sources.
Page Count:
4 pages (~225 words per page)
File: KW60_KFhthmk4.doc
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Unformatted sample text from the term paper:
care industry still dominated largely by capitalistic motivations rather than humanistic need-based concerns. For this reason, it is necessary for some entities in the field of health care to engage
in business-like behavior such as advertising and marketing. This is particularly true for the prescription drug industry, which is one of the most profitable industries in the world. Heavily policed
by the Food and Drug Administration, drug researchers and manufacturers must devote resources not only to conceptualizing and developing drugs to effectively combat diseases, but also to marketing them to
the public and to health care professionals, whose referrals naturally drive the majority of sales. Because marketing is such a critical aspect of success in a competitive capitalistic industry like
health care in the United States, pharmaceutical organizations have had to remain up to date and current in their marketing strategies, working to ensure that their methodologies continue to secure
a competitive advantage. One of the most significant changes in the history of marketing strategy was the advent of the internal and the rise of online advertising, a lucrative new
avenue of exposure and profitability that served as something of a paradigm shift, demanding new approaches and techniques to match the new advertising venues. This trend has been reflected in
pharmaceutical companies as well, for whom online advertising has been both profitable and fraught with concerns as they struggle to not only adapt to new marketing models, but also to
meet the standards and specifications set forth by the Food and Drug Administration. This paper will cover not only the development of this trend, but also its impact upon consumers
and health care professionals. This paragraph helps the student discuss the overall trend of health care marketing on the internet. As in any other industry, health care has largely been
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