Intellectual property and Marketing

Question 1

Code of conduct

Answer 1

• mechanism for the pharmaceutical industry to establish and maintain an ethical . culture through a transparent and self-regulatory approach

Question 2

Salient points of the code

Answer 2

• Can make comparisons with competitor products
• sale reps can promote indication for a new medicine
• OTC products can be marketed
• Sale reps can only promote on label indications whereas medical science liaisons can discuss off label information
• breach of code = fine
• any promotional advertisement must contain the minimum product information

Question 3

The pharmaceutical benefits scheme

Answer 3

• looks at existing treatments

- if drug is of same benefit they will subsidise but not pay more just because it is new

Question 4

Development

Answer 4

• company finds new idea,
• develops pricing strategies,
  -researches customers.
  if product passes review marketing authorisation is given allowing the product to be sold in the region governed by the regulatory body

Question 5

Introduction

Answer 5

• product launch phase where goal in to create as much impact in the largest amount of time
• manufacture must meed demand
• large expenditure on marketing

Question 6

Growth phase

Answer 6

• market accepts the entry and its market share grows.

- marketing becomes more targeted and reduces in volume

Question 7

Maturity phase

Answer 7

• market no longer grows as consumers are satisfied with choices available
• most profitable stage

Question 8

Decline phase

Answer 8

• increased competition and reduced market share

- marketing reduced to occasional reminders

Question 9

IPR

Answer 9

• allows the owner to make profit/benefit without fear of competition
• flip side is that at the end of the patent there is social benefit

Question 10

Relevance of IPR to the pharmaceutical industry

Answer 10

• protection of R and D success and therefore their profits
• if a compound cannot be brought to market in time to recoup costs before patient expiry it may be canned for preference for one that can

Question 11

Three key things to file for patent

Answer 11

• must be novel
• non obvious/inventive
• industrial application/ utility