Marketing medicine - Understanding the supply chain

The unique gatekeeper role played by pharmacists on consumers' choice of medicines, plus other factors peculiar to the market, mean that advertising is the only way to market directly to the end user.

Marketing medicine - Understanding the supply chain

The unique gatekeeper role played by pharmacists on consumers' choice of medicines can neuter advertising. But Justin Kent, Mellors Reay & Partners, shows how an intelligent campaign can still triumph against the odds

Justin Kent
THE OTC medicines market is not just unique and complex - it is arguably deficient. You have an anxious, often clueless consumer, a respected but not necessarily impartial or well-informed pharmacist, and in between them, to bridge that void, is advertising which is handcuffed and neutered. Let us start by putting into perspective the relative importance...

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