ed. A gift should not be accepted in relation to the provider’s prescribing practices. By following these guidelines; a medical provider can avoid accusations and incrimination. Along the same lines, pharmaceutical companies often belong to the IPCAA. This organization has established a similar code of conduct for its members to follow. If the drug reps stay within these guidelines, they too shall avoid any problems with alleged misconduct.Now the question is, how do these companies promote their products, prescription medications that are similar to that of a competitor’s? These companies have come up with many ideas to promote and plug their drug. Coming from a medical practice, I can share several interesting and creative strategies these companies have used.CASE STUDY ON MARKETING STRATEGY OF A NEW PRODUCT. SmithKline Beecham is one of the world’s leading healthcare companies. It markets over 400 products and employs 47,300 people worldwide, with operations in 160 countries. The product I will discuss is called Avandia. It is a new product launched in June of 1999. This drug is used for treating type 2 diabetes in the United States. Avandia is an agent used to put the patient’s insulin back to work. It eliminates insulin resistance, which allows the pancreas to work more effectively. Avandia also helps prevent adverse side affects of type 2 diabetes, such as low blood sugar. After receiving FDA approval Avandia was launched in over 20,000 pharmacies in a week’s time. The results of studies of Avandia were released which showed that Avandia improves blood sugar control when used in combination with other products for type 2 diabetes. A direct-to-consumer campaign was launched in the United States in late September. The campaign directs patients to SmithKline Beecham’s Web site, where they can receive additional information on Avandia, as well as on how to manage their type 2 diab...
