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Applied price competition in pharmacy practice
Journal of Pharmaceutical Marketing & Management
|December 10, 1988
Summary
Price is an underutilized marketing strategy, significantly impacted by managed health care and pharmacy organizations. Pharmacy and Self-Ad- ministration Organizations (PSAOs) offer a vital alternative economic delivery model.
Area of Science:
- Health Economics
- Pharmaceutical Marketing
Background:
- Price is a critical marketing variable often overlooked in healthcare.
- Managed health care and pharmacy responses influence pricing strategies.
Purpose of the Study:
- To highlight the significance of price as a marketing variable in the pharmaceutical sector.
- To explore the role of Pharmacy and Self-Administration Organizations (PSAOs) in economic delivery systems.
Main Methods:
- Conceptual analysis of pricing strategies.
- Examination of the impact of managed health care on pharmaceutical pricing.
- Evaluation of Pharmacy and Self-Administration Organizations (PSAOs) as economic models.
Main Results:
- Price is frequently undervalued as a marketing tool in the pharmaceutical industry.
- Managed health care significantly affects pricing dynamics.
- Pharmacy and Self-Administration Organizations (PSAOs) emerge as key players.
Conclusions:
- Increased attention to price as a marketing variable is warranted.
- Pharmacy and Self-Administration Organizations (PSAOs) present a viable alternative to existing economic delivery systems.