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Marketing concepts for pharmaceutical service development

D W Grauer

    American Journal of Hospital Pharmacy
    |February 1, 1981
    PubMed
    Summary

    Pharmacy can leverage marketing concepts to introduce new services, meeting evolving consumer needs and ensuring professional growth. A strategic marketing mix is essential for successful service adoption and achieving organizational goals.

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    Area of Science:

    • Pharmaceutical Services
    • Marketing Strategy
    • Healthcare Management

    Background:

    • Pharmacy faces evolving consumer needs and lifestyle trends, presenting growth opportunities.
    • The profession must broaden its definition to capitalize on unmet healthcare demands.
    • Consumer orientation is crucial for the acceptance of new pharmaceutical services.

    Purpose of the Study:

    • To discuss marketing concepts for developing, communicating, and selling future pharmaceutical services.
    • To analyze existing pharmaceutical services using product life cycle analysis.
    • To develop a marketing mix for new pharmaceutical services.

    Main Methods:

    • Review of dispensing and drug-knowledge-distribution services.
    • Application of product life cycle analysis to sales profits over time.
    • Development of a marketing mix encompassing service, price, distribution, and promotion.

    Main Results:

    • Marketing concepts provide a framework for pharmaceutical service innovation.
    • Product life cycle analysis can inform the strategy for pharmaceutical services.
    • A comprehensive marketing mix is proposed for new pharmaceutical services.

    Conclusions:

    • Marketing is vital for pharmacy to adapt to market dynamics and consumer expectations.
    • A systematic approach to marketing is necessary for presenting new services.
    • Strategic marketing enables pharmacy to meet organizational goals and consumer needs.

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