PHARMACOECONOMICS AS A NEW INSTRUMENT OF PHARMACEUTICAL MARKETING

Abstract

A properly conducted pharmacoeconomic study and its results are a new element in the body of evidence for drugs recently introduced into clinical practice. Utilization of pharmacoeconomic analysis results as a new instrument in pharmaceutical marketing lets marketing specialists know what information to convey to health care decision makers and how to bring this information full, correct, and easy to understand.

Keywords

• pharmaceutical marketing
• pharmacoeconomics
• decision makers
• marketing instrument