Marketing Strategies used by Antiulcer Drugs Manufacturers. Estimation of Consumption in Romanian Market

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.