Glaxosmithkline's Marketing Strategy for Requip: A Case Study in Product Lifecycle Management |
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Abstract:
However, GSK's effort at marketing Requip for RLS had drawn criticism from various quarters. Critics felt that RLS was a "concocted" disorder, and that GSK had resorted to disease mongering to promote the sales of the drug. They also contended that GSK's marketing of RLS had many conflicts of interests as it was allegedly using patient advocacy groups and key opinion leaders to further its marketing agenda. Issues:
» Understand the issues and challenges faced by companies in managing the
product lifecycle of a drug Contents:Keywords:GlaxoSmithKline, Requip, Adartrel, Restless legs syndrome, Product lifecycle management, Disease mongering, Key opinion leaders, Direct-to-consumer advertising (DTC advertising), Torre Lazur McCann, Sales force, Blockbuster drug, Pharma marketing, Un-branded ad campaigns, Public relations, Publicity |
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