An investigation was performed into the current marketing practices
of pharmaceutical companies through a literature search, case
studies and interviews. The literature search focussed on the
regulations and guidelines that control the promotion of
pharmaceutical products in four markets; Europe, United States,
Japan and Ireland. The two products that were investigated for the
case studies are Claritin (Clarityn) from Schering-Plough and
Lipitor from Pfizer. The case studies focussed on how the companies
promoted and influenced patients to buy their products through
television commercials and websites in order to keep their market
share and maybe entice new customers to buy it. Interviews were
preformed with various personnel that work in and with the
pharmaceutical industry.
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