Marketing Health Products

Health Products marketing is a little different to the general marketing principles. Although the principles of marketing apply, there are a few more rules and regulations to consider.
 
For instance, in marketing material that is made available to HCPs, any claims of the effect and/or benefits of medication must be factual and should be information taken directly from a clinical trial. Clinical research is an objective, ethical, controlled and scientific way of researching medicine and gives the medical fraternity a rational way of evaluating the usefulness of a particular type of medicine.
 
At the same time the cost of treatment is always a factor to be considered, and with scarce resources, any treatment must be cost effective, as well as effective for the patient. Pharmacoeconomics takes care of the cost effectiveness of treatment. But it is not only the rands and cents of the treatment that must be considered, the advantages of the specific treatment for the patient should be taken into consideration as well. If a patient is given a specific treatment that is cost effective, it should also be to the advantage of the patient’s lifestyle and improve their quality of life.