Abstract:

The paper considers the implications of patients' reactions, attitudes and behaviour in the overall marketing mix for ethical pharmaceutical products. Having considered the patient's influence on the choice and use of drugs, it looks at the use of research amongst patients to identify the best means of marketing to reach them. The problems of conducting research amongst patients are explored, and a suggested protocol for any such research is appended. Finally, a number of surveys amongst patients, which Fisons have conducted recently, are described, with reference also to a patients survey in Germany in a different therapy area conducted by GFM for the German Hheuma-Liga.