Abstract:

A dynamic marketing function will respond rapidly to pressures caused by changes in the environment within which the company operates. The pharmaceutical industry, like all others, operates within a number of different environments - industrial, financial, legal - all of which have changed considerably over the past ten years. One of the most significant recent changes that the pharmaceutical industry in the U.K. has had to face, however, concerns its interface with the general public, in their role both as taxpayers, but more important as patients. This paper stresses the need for more research amongst patients when solving problems within the Pharmaceutical Industry, as the influence of patients upon the prescriber increases.