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Please use this identifier to cite or link to this item: http://hdl.handle.net/1974/1993

Title: Linking Research and Marketing: A Pharmaceutical Innovation
Authors: sismondo, Sergio

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Keywords: clinical research
marketing
Issue Date: 2009
Abstract: This chapter describes in very general terms the integration of clinical research and marketing, drawing on books by marketers and recent cases that have come to the public eye. The tools that have been used to accomplish this integration over the past half-century are various, but they all stem from a realization that in a rational world centered on health there need be no intrinsic divide between research and marketing. Most obviously, marketing drugs to physicians, who are professionals acting within their own spheres, depends crucially on research. Physicians respond, and need to see themselves as responding, to fact, figures, and studies. The well-chosen images and vehicles for marketing campaigns must be subordinated to research. Yet at the same time research is a means of increasing sales.
Description: In Vivian Quirke and Judy Slinn (eds.) Perspectives on 20th Century Pharmaceuticals (Peter Lang, forthcoming)
URI: http://hdl.handle.net/1974/1993
Appears in Collections:Sergio Sismondo

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