Marketing lifestyle drugs==>to consumers = increased market share. 7-8 September 1999, London, UK.
This conference focused on 'lifestyle' drugs, the kind of medicines treating conditions not considered as diseases, such as erectile dysfunction, male baldness, stress, etc, to improve quality of life and well-being. The lifestyle area is the fastest growing area in pharmaceuticals, driven by drugs such as Viagra (sildenafil; Pfizer Inc), Propecia (finasteride; Merck & Co Inc), Xenical (orlistat; F Hoffmann-La Roche Ltd) and others. The aging population in developed countries has a new perception of health, which is an improvement of wellness. Patients are more informed and conscious about their own health and the higher involvement in copayment and decision-making are changing pharmaceutical markets and, consequently, pharmaceutical industry's business and R&D strategies. Successful marketing of lifestyle drugs requires taking into account the above scenario, using new communication tools and being able to re-think the conventional marketing strategies adopted so far.
Gianfrate
F
F
Health Economics & Strategic Intelligence Dept, Glaxo Wellcome SpA, 37100 Verona, Italy. Efg27382@GlaxoWellcome.co.uk