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Marketing to health-care providers takes three main forms: activity by pharmaceutical sales representatives, provision of drug samples, and sponsoring continuing medical education (CME). [1] The use of gifts, including pens and coffee mugs embossed with pharmaceutical product names, has been prohibited by PHRMA ethics guidelines since 2008.
The training programs of Health Care Professionals, or HCP, can be adapted and developed based on health communication research. (Atkin & Silk, 495) [ 14 ] One major example of a specialized research program is the Health Communication Research Unit at the University of Witwatersrand in Johannesburg, South Africa, aimed at studying the ...
The Society for Healthcare Strategy and Market Development (SHSMD) is a U.S.-based professional association and group associated with the American Hospital Association. [1] SHSMD members represent healthcare-specific disciplines such as marketing, communications, public relations , strategic planning, business development , physician relations ...
There have been accusations and findings of influence on doctors and other health professionals through drug reps including the constant provision of marketing 'gifts' and biased information to health professionals; [107] highly prevalent advertising in journals and conferences; funding independent healthcare organizations and health promotion ...
Several health-care markets tend to have the potential for monopoly control to be exercised. Medical care in markets with few hospitals, patent-protected prescription products, and some health insurance markets is the major reason for higher costs and especially in cases where the providers are private companies. [ 27 ]
In today's competitive business environment, effective marketing strategies play a pivotal role in promoting products or services to target audiences. The advent of digital platforms has further intensified competition among businesses, making it imperative for companies to employ innovative and impactful marketing techniques.
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