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Master Thesis

L'évolution de la communication des laboratoires pharmaceutiques

Abstract : The pharmaceutical companies face a great number of modifications in their environment which call into question their model of development. The appearance of the generic drugs, the increase in the development cost of the new drugs, the advent of biotechnologies, the policy of control of the increase in the expenditure of health insurance, the wish to develop family medication, the growing part of the insurers and mutual insurance companies in the system of care and the growing implication of the patients are as many elements which modify the model of development. Consequently, the pharmaceutical companies adapt to these modifications and direct their strategy, and finaly their communication, worms of new targets (patients, insurers) and reconsider their communication towards the previous actors (doctors, pharmacists). Moreover, these profound changes on the bottom, are accompanied by the development of the computer science, which allows new solutions of communication, that fit with some target communication. Thus the firms specialize according to their characteristics towards drugs resulting from biotechnologies and prescribed by doctors specialists, or worms of the drugs of family medication and direct their communication in a more informative and commercial way towards the patients and the pharmacists. This specialization towards different poles of activities reduces the communication towards the general practitioners, who were massively solicited by the preceding model, called "block buster", often resulting from chemistry and prescribed for the general population. Thus the development of family medication is wished by the authorities of health, they proceed to policy supporting the access to the drugs and to information by the patients. The general practitioner preserves a pivot role in this system, even if they will be less targeted by a strong commercial pressure. Contrary some pharmaceutical companies choose to acquire technologies resulting from the biology, which enable them to develop new, innovating and expensive drugs to fight against the generic drugs. These drugs are promoted to specialists, often at the hospital, which requires a very technical communication, and a policy of co-operation with the doctors and the association of patients. In both cases, a co-operation is possible with new interlocutors, the private insurances which have common interest with pharmaceutical industry for the prevention or the good follow-up of the treatment.
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Master Thesis
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Submitted on : Thursday, May 12, 2011 - 10:20:58 AM
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  • HAL Id : dumas-00592344, version 1

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Cédric Romand. L'évolution de la communication des laboratoires pharmaceutiques. Sciences pharmaceutiques. 2009. ⟨dumas-00592344⟩

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