Specificity of Pharmaceutical Marketing and requirements for prescription drugs' promotion in Bosnia and Herzegovina

Lekic, L.; Mulabegovic, N.; Tihi, B.
June 2010
Folia Medica Facultatis Medicinae Universitatis Saraeviensis;2010, Vol. 45 Issue 1, p29
Academic Journal
Pharmaceutical industry is one of the most regulated industries in the world. However, it has seen major changes in the recent years that set new demands on customers, providers and manufacturers. Customers now demand from pharmacology industry the same choice and convenience they find in other segments. The idea of this thesis is to raise awareness of health promotion's importance. That can only happen if physicians, pharmacists, government and media work together like a team. This paper will show how successful marketing of pharmaceuticals toward physicians can improve consumer healthcare, and that even consumer advertising of OTC drugs can potentially improve health for instance by improving patient compliance with drug therapy. An essential role of pharmaceutical promotion is to encourage physicians and payers to pay closer attention to consumer needs. The survey was conducted through questionnaire, via internet and available literature. The aim of questionnaire was to find out how our citizens look at media as a source of health information, and to which extent media influence them. It is an assumption that our market is still not ready for direct to consumer prescription drugs advertising because of lack of information are presented in public.


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