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Coca cola marketing strategies
Coca cola marketing strategies
Coca cola marketing strategies
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Many dangers of prescription drugs are a result of the lack of government influence and supervision in the pharmaceutical industry. It is a business that has free reign to run itself (Perkins). This creates many problems for American consumers. One of these problems is the outrageously high prices of pharmaceuticals. They are nearly impossible to afford for those without insurance, or with insurance that doesn’t cover prescription drugs. Studies performed by the Kaiser Family Foundation show that, “private employer-sponsored health-insurance premiums rose 13.9% this year, the most since 1989”, a trend that is expected to continue for many years to come (Coy). The rising costs of health insurance along with the already high prices of prescription drugs make pharmaceuticals difficult for many Americans to afford. Drug companies justify high prices by saying how expensive the research and development of a new drug is. For once, this is a truthful statement by these companies. Research and development is a long and a costly process. However, drug companies are much less involved in the research and development than they would have us believe. Big drug companies actually contribute very little to the research and development of a new drug. Marcia Angell speaks on the research and development process in her book on drug companies saying, “Contrary to industry propaganda, it is almost always carried out at Universities or government research labs, either in this country or abroad.” (21-22). Professors and students in universities across the world conduct the research and develop new drugs for drug companies. Every year drug companies make huge profits providing little funding towards research and development, while their research is bei... ... middle of paper ... ...bout the company’s new asthma drug called Advair, which was nothing more than a combination of two of the company’s older medicines.” No changes were made to either drug; they were only combined and marketed with a fresh name as a new drug (Peterson 17). A pill’s color is also used as a marketing tool in an attempt to give pills a personality. IMS Health consultants said, “Pink is perceived as calming, and may be suitable for heart drugs or tranquilizers, while bold colors such as red suggest rapid action and stimulation, and may therefore be appropriate for a painkiller or antidepressant.” The same marketing tool Coca-Cola used with the color red, where the bright color represented the “crisp” taste of Coca-Cola. More focus is on the color of the pill than on what the pill does or what it treats in companies such as AstraZeneca’s marketing campaigns (Peterson 18).
The United States of America accounts for only 5% of the world’s population, yet as a nation, we devour over 50% of the world’s pharmaceutical medication and around 80% of the world’s prescription narcotics (American Addict). The increasing demand for prescription medication in America has evoked a national health crisis in which the government and big business benefit at the expense of the American public.
Why are the prices so high? Some critics of the drug companies argue that the larger firms are ripping off the American public, are dishonest and, in some cases, unsafe. On the other hand, there are health care workers such as doctors and their supporters who claim that research and testing for drugs costs money. This supposedly justifies their prices for their products. Also, as an argument to their side, they say that their practice is a benefit to the improvement to mankind. It is a life saving business, but are these prices justified? As one can see, this is a very important issue in medicine today. It affects everyone involved with medicine, which is much of the American public. It also affects the physicians and drug makers.
An Analysis of GlaxoSmithKline The business that I have done research into is GlaxoSmithKline. This company is a globalised research-based pharmaceutical public limited company. Its ownership structure has changed a great deal since the original company was first established in 1715. Originally a pharmacy, the company has expanded, merged with and taken over other companies over the decades.
The United States spends more per capita on health care than any other country, with the percentage of gross domestic product dedicated to health care doubling from 9% in 1980 to 18% in 2011(Kesselheim,). One of the contributors to health care inflation is prescription drugs. Pharmaceuticals account for about 10% of total health care costs, spending on pharmaceuticals is poised to swell in upcoming years as a result of the increasing prices of complex specialty medicines (Kesselheim). Name brand drugs are going to have to be set at higher prices, in order for pharmaceutical companies to receive a profit. If the patient has full coverage on a medication, there is a greater chance that medication will be taken, although it may not be
Manufacturers that sell dangerous medications can face government fines, as well as lawsuits from injured consumers. Experienced attorneys recognize that the only message these companies understand are ones that affect their pocketbook. The manufacturers of popular drugs all have had to pay the price for their dangerous actions at one time or another.]”
The point at which they decide to produce will rest on their own adversity of revenue, risk and effort. The company also needs to know the price elasticity of the curve: the greater the price elasticity, the more a company such as Pfizer will struggle to establish high prices and a high volume. Although monopolies appear damaging at times, there are arguments that they are an advantage to society. Monopolies in the pharmaceutical industry drive companies to pursue research and development (R&D) efforts to gain new patents. According to a 1992 study, among the 24 U.S. Industry groups, pharmaceuticals dedicated 16.6% of their amounts to basic research, while all other industries averaged at 5.3% (Sherer 1307).
The Economist, a highly respected magazine that was started in the mid-1800s, in their article, Why Drug Prices in America Are so High, published on their website, the Economist, addresses the topic absurd drug costs in America and constructs that it is legal for the companies to raise the prices. They support this claim by stating that American companies can “ set whatever official price they like” (Why Drug Prices in America Are so High), and by saying, “Insurers and the government then whittle down that price using methods that vary from one type of patient to the next” (Why Drug Prices in America Are so High). The Economist’s purpose is to clarify why the drug prices are over the top-in the opinion of the general public-in order to calm
risk, for drugs and medical devices, weighing risks against benefits is at the core of
The policy issue I have identified is prescription drug coverage. This interests me because prescription drugs are a major part of modern medicine. They serve as compliments to medical procedures; substitutes for surgery or other procedures; and new treatments where there were none previously (Oliver, Lee & Lipton, 2004). As the medical community’s understanding of the human body increases the possibility for new pharmaceutical interventions will increase.
For years, the price of drugs have been held in congress because the cost of pharmaceutical drugs is the most controversial aspect of this industry. Stuart Schweitzer, a professor of health policy and management at the University of California Los Angeles, author of Pharmaceutical Economics and Policy, comments on this topic. According to Schweitzer, consumers are more sensitive to drug prices more than the price other health services. Schweitzer states, “Consumers are more likely to complain about a $50 bottle of tablets than a $500 radiology procedure, or a $5000 hospital stay”. This may be due the fact that these procedure and hospital stays are less frequent than taking prescription medication that is needed continuous. Most patients are seeing multiple doctors and nurses, that is accounting for the cost. Whereas at a pharmacy, they only see the pharmacist for a consultation and then the patient goes home to take their medication. Consumers may expect this to be cheaper because they are not receiving extensive care. To bring a new drug onto the market in the 1990s, it costed $359 million compared to $1.7 billion in 2003. Pricing of most products is usually based on marginal cost, which is the change in the total cost that comes from producing one extra item. However, this is not the case with the pharmaceutical industry because if prices were based on marginal cost, drugs would be a lot more
By examining historical factors that affect the regulation of the industry, reasons for the rising costs and lower productivity can be determined. Recent trends and emerging fields that have contributed to the causes for the rising costs of drug development, as well as worked to improve efficiency and reduce costs, within the drug ...
pharmaceutical companies that profit from the high costs of drugs. It is evident that there is a
Prescription drugs prices are becoming a huge barrier for many patients. The high cost issue affects different kinds of groups such as people living under low-income. (Gellad et al., 2009) Even though many low-income people receives coverage through government programs and also obtain many drug benefits, when it comes to people who are not covered, they are the ones that are more likely to be affected by this issue (Gellad et al., 2009). People who are not covered would have to pay the full price that is charged by the pharmacies (Gellad et al., 2009). Due to the discounts that are made by insurance companies, customers who are paying by cash are charged way higher prices for their medications than compared to insured counterparts (Gellad et
What is a pharmaceutical company’s main objective? You might think it is to cure people of illnesses or even make people healthier. However new research and public information shows that while they work in health care health is not what they are starting distribute. “A pharmaceutical company, or drug company, is a commercial business licensed to research, develop, market and/or distribute drugs, most commonly in the context of healthcare. They can deal in generic and/or brand medications.” Although they are a vital part of any economy and health field there are many problems with in the medical industry such as (a) the focus of money, (b) drug abuse, (c) over consumption and (d) severe side effects. Pharmaceutical companies should be better managed and regulated in the United States. There is an unethical balance in how the industry is controlled. They are in it for profit not treatment.
Pharmaceutical patents are patents for inventions within the pharmaceutical industry. Patents give exclusive rights for an invention for a product or a process of making a product [1]. There are many aspects to patents in the pharmaceutical industry that are both pros and cons; it just depends on what industry you are in. Pharmaceutical companies take out patents so they can regulate the market and restrict competition from other companies. By obtaining patents pharmaceutical companies also attract investment. In addition to this pharmaceutical companies can also regulate the price of the drug as they will be the only company selling that drug. However these aspects of patents can adversely affect the generics industry. The generics industry cannot make or sell drugs that are patented but once a patent licence expires, both the generics industry and the WHO see increased benefits as drugs become more widely available around the world (i.e. developing countries) at a lower price. Here we will discuss the pros and cons of patents from the point of view of the pharmaceutical industry, generics industry and the WHO.