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Price policy, commercial success and therapeutic advantage of pharmaceutical innovation

Date of publication: June 15, 1976

Catalogue: ESOMAR Congress 1976: Research That Works For Today's Marketing Problems

Author: Ducan Reekie

Abstract:

The paper reports on a study which examined all new single chemical entities introduced on to the British prescription medicine market between 1962 and 1970. The therapeutic novelty and value of each at the time of product launch was assessed by a panel of consultant physicians on a ranking scale of 1 to 5. The commercial success of each was gauged by the market share achieved in the first two or three years of life.

Ducan Reekie

Author

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Citation

Reekie, D. (1976a, June 15). Price policy, commercial success and therapeutic advantage of pharmaceutical innovation. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/price-policy-commercial-success-and-therapeutic-advantage-of-pharmaceutical-innovation