Der Marketing-Mix der Pharmaindustrie
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Studienarbeit aus dem Jahr 2015 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Veranstaltung: Gesundheitsökonomie, Sprache: Deutsch, Abstract: Diese Arbeit klärt die Frage, welche Faktoren und Besonderheiten im Marketing, insbesondere mit Bezugnahme auf die Kommunikationspolitik für verschreibungspflichtige Arzneimittel in Deutschland, den Erfolg von Produkten in der pharmazeutischen Industrie bestimmen. Nur 7,63 Prozent der Zugelassenen Arzneimittel im Jahr 2014 waren Neupräparate (BfArM 2014). Au erdem sind im Jahr 2014 laut der Nielsen Company 942,36 Millionen Euro in die Werbema nahmen für Arzneimittel geflossen (The Nielsen Company GmbH 2015). Hierbei entsteht die Frage, wieso diese Summe nicht für die Forschung und Entwicklung von Innovativen Arzneimitteln aufgewendet wurde, um Neupräparate auf den Markt zu bringen. Für die Unternehmen ist der Grund hierfür, dass die Forschung von neuen Präparaten ein hohes Risiko mit sich bringt, da nur wenige Neueinführungen zugelassen werden und nach der Arzneimittelzulassung zusätzliche Kosten für die Sicherstellung des Erfolgs des Produktes im Markt entstehen (Wolf Sussman 2008). Ein weiterer Grund hierfür ist, dass Unternehmen ohne den Erfolg des Produktes im Markt, welcher durch erfolgversprechendes Marketing entsteht, auch kein Budget für die Forschung und Entwicklung bekommen. Hieran lässt sich herauskristallisieren, dass Marketing, und Forschung und Entwicklung sich ergänzende Variablen in der pharmazeutischen Industrie sind.
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