TOO MUCH DRUG ADVERTISING? A QUALITATIVE PERSPECTIVE OF ROMANIAN PHARMACEUTICAL MARKET

Ana Valentina Ruse (), Maria Adelina Cristea () and Victor-George Constantinescu ()
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Ana Valentina Ruse: Academia de Studii Economice din Bucuresti
Maria Adelina Cristea: The Bucharest University of Economic Studies, Marketing Faculty, Romania
Victor-George Constantinescu: The Bucharest University of Economic Studies, Marketing Faculty, Romania

Annals of Faculty of Economics, 2018, vol. 1, issue 1, 479-486

Abstract: Nowadays, education and health represent key sectors for social and economic progress. Due to the technological and scientific development, drug producers have developed many products. Because of the high demand of pharmaceutical products, more and more companies appeared, therefore the competition raised. All these lead to the need of promoting pharmaceutical companies and products. Although money spent in research and delevolpment (R&D) increased lately (FiercePharma, 2017), pharmaceutical companies nowadays invest huge amount of money in promotional activities, even double compared to the money invested in R&D activities (Olson, 2015). This paper aims to analyze how promotional activities of pharmaceuticals are perceived by the Romanian consumer, using focus-group research technique in order to obtain valuable information. The findings show that there are many people who are complaining about the excess of promotional activities, especially on the T.V. and also, they feel offended because of the content and the childish presentation form of the commercials. All this information may lead to a supersaturation of promotional activities which may decrease sales of the brands who have the most aggressive promotional strategy. Other important findings refer to ethical issues in pharmaceutical industry especially in client-pharmacist relationship which is vital but also criticized.

Keywords: promotional activity; ethics; pharmaceutical industry; advertisements (search for similar items in EconPapers)
JEL-codes: M31 M37 M38 (search for similar items in EconPapers)
Date: 2018
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