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The undiscovered Argentine pharmaceutical market
P F Felix1, R K Thomas, L G Pol
1College of Business Administration, University of Nebraska-Omaha, USA. pablof@felix.com.ar
Marketing Health Services
|January 5, 2002
Summary
Argentina
Area of Science:
- Healthcare Management
- Pharmaceutical Marketing
- Latin American Healthcare
Background:
- Argentina possesses a developed healthcare system, offering broad citizen access.
- The Argentine healthcare system is transitioning from 50 years of government control to privatization.
- Privatization introduces new opportunities for healthcare marketing strategies.
Purpose of the Study:
- To analyze an innovative pharmaceutical marketing approach in Argentina.
- To evaluate the potential cultural applicability and lessons learned from this marketing strategy.
Main Methods:
- Case study of a pharmaceutical marketing initiative in Argentina.
- Analysis of market entry and engagement strategies within a privatizing healthcare landscape.
Main Results:
- An innovative pharmaceutical marketing strategy was implemented in Argentina.
- The approach, while culturally specific, demonstrated potential rewards.
- The strategy offers transferable lessons for international markets.
Conclusions:
- Innovative pharmaceutical marketing can be successful in evolving healthcare systems like Argentina's.
- Cultural context is crucial for the success of healthcare marketing.
- This case study provides valuable insights for global pharmaceutical marketing.