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Reaching and influencing consumers in the prescription medicine market Peters, Julia, Nel, Deon and Adam, Stewart 2009, Reaching and influencing consumers in the prescription medicine market, Marketing intelligence and planning, vol. 27, no. 7, pp. 909-925. Attached Files Name Description MIMEType Size Downloads adam-reachingandinfluencing-post-2009.pdf Author's post print application/pdf 292.99KB 168 Title Reaching and influencing consumers in the prescription medicine market Author(s) Peters, Julia Nel, Deon Adam, Stewart Journal name Marketing intelligence and planning Volume number 27 Issue number 7 Start page 909 End page 925 Publisher Emerald Group Publishing Limited Place of publication Bingley, England Publication date 2009 ISSN 0263-4503 1758-8049 Keyword(s) drugs marketing communications marketing strategy medical prescriptions pharmaceuticals industry Summary Purpose – Celebrex became the first of a new class of drugs known as COX-2 selective non-steroidal anti-inflammatory drugs. It improves treatment for arthritis sufferers without compromising the protective lining of the stomach. The purpose of this paper is to illustrate how direct-to-consumer advertising (DTCA) of prescription medicines can be used to rebuild faith in the cyclooxygenase-2 (COX-2) product category. Design/methodology/approach – The case is developed using published sources and no input is required from company representatives. The presentation style follows the classic comprehensive case format used in postgraduate teaching programmes. Findings – Business executives and strategic marketing students would benefit from a discussion on how external environmental factors can suddenly impose a review of marketing strategy. The reader learns how management addresses the business dilemma using DTCA. Research limitations/implications – A blockbuster rival drug Vioxx is withdrawn due to cardiovascular (CV) health safety concerns. A resulting dominant market situation soon becomes a business dilemma. The Federal Drug Administration calls for a “black box” warning label on Celebrex, the most serious type of warning. Practical implications – The implications are that having a product in a class of its own is not enough. It highlights the need to communicate to different audiences, to both the medical profession and the end-user. Getting doctors to recommend the medicine and pulling the product through the channel by stimulating patient demand after a health scare are paramount. Originality/value – This is the first pharmaceutical business case where the withdrawal of a rival product leaves the dominant competitor in a monopoly situation. Contrary to expectation, market share plummets despite the absence of competition. Notes Reproduced with the specific permission of the copyright owner. Language eng Field of Research 150501 Consumer-Oriented Product or Service Development HERDC Research category C1 Refereed article in a scholarly journal Copyright notice ©2009, Emerald Group Publishing Limited Persistent URL http://hdl.handle.net/10536/DRO/DU:30021125 Document type: Journal Article Collections: Faculty of Business and Law School of Management and Marketing Open Access Collection Related Links Link Description Connect to published version (restricted access) Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au. Versions Version Filter Type Fri, 27 Nov 2009, 12:07:14 EST Fri, 27 Nov 2009, 12:18:33 EST Mon, 30 Nov 2009, 13:26:09 EST Mon, 30 Nov 2009, 13:27:41 EST Fri, 08 Apr 2011, 10:24:19 EST Wed, 15 Feb 2012, 14:06:17 EST Filtered Full Citation counts: Cited 2 times in Scopus Search Google Scholar Access Statistics: 411 Abstract Views, 170 File Downloads  -  Detailed Statistics Created: Fri, 27 Nov 2009, 12:07:10 EST by Katrina Fleming

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.