Includes index.

Chapter 1: the pharmaceutical health care industry

The world drug market

The philippine pharmaceutical market

Chapter 2: the health care business in the philippines

Conceptual framework

Theoretical framework

Self-care

The pharmacist today

Finding on the correlation of the filipino consumer's attitude towards common ailments and self-medication practices on OTC drugs

Chapter 3: pharmaceutical marketing

The marketing system, markets, and products

The pharmaceutical marketing system

The pharmaceutical markets

The department of health and other government organizations

Types of pharmaceutical products

Target consumers of drug products

Products categories by therapeutic segments

Chapter 4: the marketing management process in the drug industry

Analyzing market opportunities

Selecting target markets

Demand measurement and forecasting

Market segmentation

Market targeting

The marketing mix

Managing the marketing efforts to meet the changing conditions in the health care business

Chapter 5: Product mix

What is product?

Pharmaceutical product life cycle strategies

Chapter 6: Price mix

What is price?

Who decides for the price of a drug product?

What are the factors influencing the price?

When is pricing a problem to drug companies?

What are the goals of pricing?

What are the pricing strategies used in the drug industry?

Principles in building a drug price policy

Chapter 7: promotions mix

The promotion mix for ethical drug products

The promotions mix for OTC/properietary drug products

The promotion mix of wholesalers and big drugstore chains

Promotion mix defined

Drugstore owners, pharmacists and pharmacy aide/salesclerks

Displays

Posters/streamers/billboards

How to convince a drugstore owner to put a display

Position of displays

Key display guidelines

Checklist for a good display program

Objectives of drugstores in relation to merchandising/displays

Chapter 8: place mix

Place defined

Distribution flowchart

Number of middlemen

Selecting, motivating, and evaluating channel members

Physical distribution system

Chapter 9: formulating and implementing the marketing plan and budget

The marketing plan format

Details of preparing a marketing plan

Chapter 10: Community pharmacy developing competetive advantages

The drugstore market

The 12 segments profile

Generics market in drugstores

Generics market share to total pharma

Drugstore/hospital share

Types of community pharmacy

Highlights of marketing pratices

Manufacturer's support

3 ways of developing a competetive advantage

60 strategies in developing a competitive advantage

12 comparisons between community pharmacy in the '60s and '90s

5 major marketing mix practices

The community pharmacists market audit guidelines 9 steps in the planning guide

Summary of market audit planning guide

Chapter 11: pharmaceutical marketing during turbulent times coping the current financial crisis

Regional economic turmoil

Emerging trends in the industry

Entry of HMO's

Possible remedial measures during devaluation, high inflation, and turbulent market situations

Chapter 12: Health care relationship marketing and core competencies

Relationship marketing

Community and hospital pharmacy

Medical and allied associations

Health care realtionship marketing

Target markets

Relationship selling

Customer service in a community pharmacy

Conceptual framework

Chapter 13: advertising pharmaceutical mass marketing

Introduction to health care advertising

Advertising in promotions mix

Common promotional tools

The target audience

Response hierarchy model

Advertising

Profiles of major media types