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Marketing im Gesundheitssektor

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Zusammenfassung

In diesem Kapitel sollen die wichtigsten Trends und Entwicklungen im Marketing von verschreibungspflichtigen Arzneimitteln und Medizinprodukten behandelt werden. Im ersten Teil werden drei Trends beschrieben, die das Marketing der Anbieter in diesem Markt in ganz Europa stark beeinflussen. Im zweiten Teil werden die wichtigsten Entwicklungen in den Gesundheitsproduktmarketingstrategien und im Marketingmix (Produkt, Preis, Kommunikation, Distribution) analysiert. Mit einer Zusammenfassung der Veränderungen schließt das Kapitel.

Professor Angelmar dankt Frau Ridhima Aggarwal für Unterstützung bei der Verfassung dieses Kapitels.

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Notes

  1. 1.

    Bereiche, die 2000 noch, 2010 nicht mehr in den Top Ten waren: Calciumantagonisten, Nichtsteroidale Antirheumatika, ACE Hemmer, Cephalosporine & Kombinationen und nicht-narkotisierende Schmerzmittel. Sie wurden 2010 ersetzt mit Onkologie, Atemwegserkrankungen, Antiotensin II Antagonisten, Autoimmune Agents und HIV Viruziden.

  2. 2.

    (De Mouzon et al. 2011) schätzen, dass ein Marktwachstum von 1 % die Anzahl neu eingeführter Molekule um etwa 0.25 % erhöht.

  3. 3.

    Dieser Teil basiert auf (Kanavos et al. 2011).

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    Prof. Reinhard Angelmar

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    Moritz Wente

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Angelmar, R. (2015). Marketing im Gesundheitssektor. In: Knaebel, HP., Wente, M. (eds) Scientific Marketing in der Medizin. Springer Gabler, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36538-6_11

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