Practitioner Perspectives on Key Challenges in Pharmaceutical Marketing and Future Research Opportunities
通过访谈八位制药营销经理和医生，揭示制药营销面临的三项核心挑战：扭转患者负面印象、传递复杂信息、突破陈旧推广模式，并指出未来研究方向。
This article offers marketing and public policy researchers and professionals a peek into pharmaceutical marketing from the practitioner's perspective. Through an interview process with eight active pharmaceutical marketing managers and medical doctors, the authors highlight some of the most pressing challenges facing pharmaceutical marketing practitioners today. They identify three key themes: (1) the need to overcome strongly rooted negative patient perceptions of the pharmaceutical industry, (2) the need to communicate overwhelming amounts of complicated information to patients and physicians, and (3) the need to break away from a stale promotional model. The authors briefly summarize the practitioners’ views on each topic, highlight relevant findings from marketing and public policy literatures, and offer avenues for future research to help address these challenges.