COMM-1007EL Lecture Notes - Lecture 1: Kidney Stone Disease, Ritonavir, Target Market
11 Apr 2016
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Document Summary
Abbott laboratories needs to develop a marketing plan quickly so that they can launch their new drug. Norvir into canada to treat those with hiv. However, kerr (production manager) needs to create a marketing plan that will abide by the canadian legislation that prevents drug companies from directly marketing products to their customers. Kerr needs to decide what his marketing message should be, which key stakeholders he should focus his efforts to target and what promotional activities to undertake. Educate the patients about pharmaceutical drugs, the link between the pharmaceutical companies and the patients. Want best drugs that are easiest to administer, most available for the patients. Primary concern about patient"s health/well being; wants medication that patient will easily tolerate with least amount of side effects. Rely on clinical studies, published research and recommendations by specialists before recommending a drug therapy. Know the interaction of all the medications and therefore advise others of which drugs to recommend and use.
