A macromarketing analysis of prescription drugs in the U.S.

Wymer, Walter

OPUS: Open Uleth Scholarship

A macromarketing analysis of prescription drugs in the U.S.

Wymer, Walter

URI: https://hdl.handle.net/10133/5260

Date: 2008

Keywords : Macromarketing system ; Market systems ; Market competition ; Prescription drugs ; Drug companies ; Marketing system ; Drugs--Marketing--United States ; Drug development--United States ; Drugs--Law and legislation--United States

Citation: Wymer, W. (2008). A macromarketing analysis of prescription drugs in the U.S. Journal of Research for Consumers, 14, 1-19. Retrieved from http://jrconsumers.com/academic_articles/issue_14/Macromarketing_academic.pdf

Abstract:

The U.S. prescription drug macromarketing system is examined. Over time, this system has become unbalanced. The system has evolved into one in which market competition has been restricted. This market system now has substantial entry barriers, producer collusion, and extensive linkages between producers and government resulting in government protection of producers. Suggested reforms are offered which aim to bring into greater harmony the interests of both producers and society, while acknowledging the importance of prescription drugs to society and maintaining producer incentives to invest in research and development of innovative new drugs.