Applied Medical Informatics 2003;12(1-2): 34-39.
Marketing Strategies used by Antiulcer Drugs Manufacturers. Estimation of Consumption in Romanian Market
Delia Cacuci, Andrei Achimaş Cadariu, C-tin Polinicencu*
Dept. of Medical Informatics and Biostatistics, University of Medicine and Pharmacy „Iuliu Haţieganu” Cluj-Napoca; & * Faculty of Pharmacy, Pharmaceutical Marketing Dept.
Abstract
This article emphasize a few aspects of marketing mix of antiulcer drugs, H2 receptor antagonists, to a critic point for manufacturing companies-the patent expiring date (which led to the OTC drugs and generics appearance) and the input on the market of a new rival generation of antiulcer drugs: the proton pump inhibitors (PPI). Marketing research use a methodology based on the statistical theory, their aim is reducing the uncertainty about results of future events. Prognosis shows a significant increase of the quantity of antiulcer drugs on the Romanian market, and implicit, the cost allocated for the treatment.
Keywords: Antiulcer drugs; Brand-name; OTC; Generics.