Pfizer's Marketing Strategy

Page Count: 3
Length: 736 Words

Marketing powerhouse, Pfizer, began back in 1849 as a chemicals company. Today, it is a $45 billion global enterprise and is one of the top pharmaceutical companies in the world. Pfizer's core products include: Aricept (Alzheimer's disease), Celebrex (pain), Diflucan (infection), Lipitor (high cholesterol), Neurontin (pain and epilepsy), Norvasc (high blood pressure), Viagra (erectile dysfuntion), Xalatan (glaucoma), Zithromax (infection), Zoloft (depression), and Zyrtec (allergy).

The ultimate goal of Pfizer's marketing strategy is to increase drug sales, which, for prescription pharmaceuticals, can only be accomplished by increased prescription writing. Pfizer targets every possible outlet to achieve this, including direct-to-consumer advertising (in the United States only, DTC is prohibited in European countries), direct to physician targeting (also called physician detailing), and direct to managed care organizations (to get its drugs listed on formularies for reimbursement).

The goal in direct-to-consumer advertising is to prompt a patient to visit a doctor and specifically ask

Read the full essay by joining our writing community - over 32,000 professional essays and term papers. Access this essay now!

Category: Business - P

Some common topics found in the essays are:

Additionally Pfizer, Celebrex Pfizer, Aricept Alzheimer's, IMS Scott-Levin, United DTC, University Pharmaceutical, , Development Total, Annual Report, 1 2004, december 1, december 1 2004, raise consumer awareness, drugs listed formularies, care organizations, managed care, blood pressure, physician detailing, 2003 december 1, drugs listed, managed care organizations, called physician, ultimate goal, raise consumer,

Click Here to Get Instant Access to over 32,000 Professionally Written Papers!!!