Pharmaceutical Marketing will provide students and new industry professionals with a thorough overview of the general principles of marketing including marketing as a process, marketing effectives in the pharmaceutical environment, and coverage of marketing brand and generic drugs with special emphasis on direct-to-consumer advertising and the impact of social media and technology.
Two unique chapters of the text are Chapter 10 Social Media, which addresses exactly what Social Media is, how it is currently being used within the industry, and how it should be used from the manufacturer’s perspective; and Chapter 11 The New 4 P’s of Pharmaceutical Marketing takes a unique look at how the Internet and mobile technology has shaped the pharmaceutical industry and shifted the promotion paradigm to these current “P’s” - Predictive modeling/analysis, Personalization, Peer-to-peer networking and Participation.
Pharmaceutical Marketing examines the current pharmaceutical marketing environment from both an academic and practical perspective with a focus on providing practical applications of all material discussed according to the perspectives of various market segments including industry, community, and institutional pharmacy, as well as the practicing pharmacist.
• “Case in Points” - Multiple examples per chapter illustrate
key concepts with a real-life or hypothetical example
• Discussion Questions – 10 questions per chapter to facilitate active learning and student participation
• Unique Chapters - Social Media and The New 4 P’s of Pharmaceutical Marketing
Instructor Resources: Instructor's Manual, PowerPoint Presentations, Test Bank
Student Companion Website*, including:
· Crossword Puzzles
· Discussion Questions
· Interactive Flashcards
· Interactive Glossary
· Matching Exercises
· Web Links
* Each new text includes an access code for the Student Companion Website. Electronic and eBook formats do not include access to the Companion Website.
Table of Contents
Chapter 1 Marketing Principles & Process
Chapter 2 Pharmaceutical Marketing & the Industry Environment
Chapter 3 Products in the Pharmaceutical Industry: Trends, Identification, Approval, and Monitoring
Chapter 4 Pharmaceuticals & Pricing
Chapter 5 Place – The Pharmaceutical Industry Supply Chain
Chapter 6 Promotional Marketing Activities & Practices
Chapter 7 Medical Affairs
Chapter 8 Regulatory Affairs
Chapter 9 Direct-to-Consumer (DTC) Prescription Drug Advertising
Chapter 10 Social Media & Pharmaceutical Marketing: Opportunities and Challenges
Chapter 11 The New 4 P’s of Pharmaceutical Marketing
Chapter 12 Prescribers, Health Care Practitioners, & Marketing’s Role in Practice
About the Author(s)
Brent L. Rollins, RPh, PhD-Assistant Professor of Pharmacy
Administration, Philadelphia College of Osteopathic Medicine – School
of Pharmacy, Suwanee, Georgia
Dr. Brent Rollins is an Assistant Professor of Pharmacy Practice at the Philadelphia College of Osteopathic Medicine (PCOM) – Georgia Campus School of Pharmacy and practicing community pharmacist. Dr. Rollins received his PhD in pharmaceutical marketing from the University of Georgia. His research focus is on health care consumer behavior, specifically pharmaceuticals. He has published, presented, and consulted in the areas of pharmaceutical marketing and financial analysis in pharmacy practice. In addition to his research, Dr. Rollins teaches courses on the US Health Care System, Pharmacy Administration & Management, and an elective in Pharmaceutical Marketing.
Matthew Perri, RPh, PhD-Professor of Clinical & Administrative Pharmacy, University of Georgia College of Pharmacy, Athens, Georgia
Reviews & Accolades
· “The information is great -- explanations are excellent as well giving firm examples; visuals are simple and understandable.”
~ Debra Notturno-Strong, RPh, MSX3, Regional Dean, Texas Tech School of Pharmacy
· “The 'Case in Point' sections are significant strengths associated with this text. These sections are particularly helpful for students enrolled in introductory coursework and are sufficiently linked with existing pharmaceutical products. Prior knowledge of the specific pharmaceutical agent is not required to understand the concept. “
~ Steven J. Crosby, BSP, RPh, MA, FASCP, Assistant Professor of Pharmacy Practice, Massachusetts College of Pharmacy and Health Sciences