The aim of this diploma thesis is to introduce attributes of marketing communication in the area of pharmaceutical industry in the theoretical part. Practical part is focused on relationships between pharmaceutical branch and medical community, including ethical aspects of promotion in the Czech Republic with emphasis on keeping ethical principles.

The purpose of my thesis is to analyse and compare trade-related aspects of patent protection in pharmaceuticals in China and India. The first chapter addresses the basic economic and legal models devoted to the impacts of intellectual property rights on the pharmaceutical industry in both developed and developing countries. The second chapter describes the development of patent protection in pharmaceuticals in China and in India. The Chapter Three focuses on a comparison of roles and patent strategies of research oriented and generic pharmaceutical companies on the Chinese and Indian markets. The fourth chapter is devoted to the issue of access to medicines in developing countries with emphasis on the role of China and India. Conclusions are drawn in the closing part which focuses on the summary of current issues.

As a goal of my thesis a have desided to evaluate company GlaxoSmithKline sro. Firstly, I conducted a strategic analysis in which I focused on the macro and micro environment. Then I continued with a financial analysis of the company, during which I apllied the horizontal, vertical and ratio analysis. That showed that company management is fine and it is possible to determine the value of the company. To confirm this fact, I applied bankruptcy and credibility models. Then I continued with the evaluation of the company for which I used a two-stage DFC entity method. The result was subsequently supplemented by a sensitivity analysis and alternative assessment company using the book value.

The challenges that face MNPCs in making healthcare more affordable is a topic that is being increasingly researched. These companies face challenges such as pressure from governments around the world to lower their prices, stagnant growth in developed markets and the failing blockbuster business model. Turning to new markets, such as emerging markets, for growth will necessitate innovations in their business models. The aim of this research was to understand what business models will work in low-income patient markets, specifically in the South African base of the pyramid context. The investigation of four MNPCs through a case study methodology, allowed the exploration of their current business models and ambidexterity level. Two of the four MNPCs exhibited a purely exploitative business model and as such had very little penetration into the BOP segment. One of the four MNPCs demonstrated a few characteristics of ambidexterity, but applied mainly an exploitative model and had limited access to the BOP segment. One of the four companies implemented all of the characteristics of business models that are successful in entering BOP markets as well as a high level of correlation to the characteristics of ambidexterity. The result of this MNPC described was a successful entrance in the BOP segment. The review of the literature and the findings of this research show that MNPCs can adopt profitable business models to enter low-income markets that not only serve consumers at the base of the pyramid but also provide sustained business benefits to the MNPCs. The research study successfully achieved the research objectives and provides insights to stakeholders as to which strategies are effective when entering a low-income patient market and what are the elements that are missing from business models that are not successful. The research also highlighted institutional voids and barriers that are unique to the South African state health care system. / Dissertation (MBA)--University of Pretoria, 2014. / zkgibs2015 / Gordon Institute of Business Science (GIBS) / MBA / Unrestricted

The effective integration of social media into the sales and marketing process for pharmaceutical companies can be complex. The complexity is further increased by the regulatory limitations (Code of marketing practice) within the industry as well as other considerations. This research explores some of these considerations and implications for social media integration. Further, the research determines the value of social capital as well as the process for social media engagement. The study surveyed three pharmaceutical companies in different stages of social media integration. A heterogeneous sample was selected to include diverse characteristics because the topic is still new within the pharmaceutical environment. A qualitative multiple case study method was selected which included interviews, direct observations and document reviews. Despite regulatory limitations, the findings provide insights for other industries with possible considerations for social media integration into sales and marketing. This is complemented by the Social Capital Theory that states that social media adds value. The issues of adverse event reporting and how to measure the return on investment remain a challenge. In conclusion, the engagement and management of social media processes is not easy to implement; therefore a four-phased process for social media engagement is proposed as a framework that allows easy integration. / Dissertation (MBA)--University of Pretoria, 2014. / pagibs2015 / Gordon Institute of Business Science (GIBS) / Unrestricted

This master thesis report aims to highlight the importance ofinterorganizational relationships between experienced serviceproviders and emerging biopharmaceutical (EBP) companies within theSwedish healthcare industry. A shift in innovation strategiesregarding new pharmaceutical- and medical device products hasprompted a paradigm shift within a complex industry wherecollaborations between organisations has become increasinglycrucial. With a better understanding of how these companiesoperates, increased collaboration efforts could result in a fasterand more precise product development with new products reaching themarket improving the health for people around the world. In order toallow experienced service providers to enhance services towards EBPcompanies, a fundamental understanding of how decision makers withinthese EBP companies prefer to conduct relationships is needed. Wehave examined relationship preferences of EBP companies byconducting a qualitative case study through 14 interviews withdecision makers combined with a quantitative conjoint analysis.Eight factors was identified as important for when EBP companiesdecide to engage with a service provider: cost behavior,professional competence, adaptability, communication, personalrelationship, stability, EBP insight and size. The factorsadaptability, personal relationship, cost and size were used in theconjoint analysis to determine their relative importance which showthat adaptability and cost behavior was of the largest importance.With descriptions of each factor, we have provided a meaningfulguide to action of how to address these factors as a serviceprovider. The relationships is largely investigated as relationshipsbetween contract research organizations (as service providers) andEBP companies, but we have created a framework applicable forservice providers within the healthcare industry in general.

Th focus of this thesis will be the alleged excessive market power or abuse of market power by firms in the drug industry. To this end, it will be necessary to discuss such aspects of the industry as prices and profits, patenting and licensing, innovation, promotion and generic versus brand name prescription. But since it is essential to limit the area of investigation, these considerations will be entered into only as they relate to the main focus of the study. The drug products under discussion will be “ethical” products. These are products requiring prescriptions written by a doctor, and without which the buyer cannot purchase the drug, as contrasted with proprietary medicines, such as aspirin, which can be brought over the counter. The specific questions to which answers will be sought are as follows: (1) Assuming administered prices, found wherever pure competition does not prevail, are these prices socially evil? In this connection, we are concerned not with whether there is or is not sufficient evidence of price-fixing arrangements for a convisiton, but whether the degree of market power is harmful to the economy. In other words, how much competition is socially and economically useful? How “pure” can we expect competition to be? Are the prices in the drug industry too high in terms of unwarranted profits and the considerations of humanity related to the sale of medicines? Here, we shall be concerned with possible solutions. If prices are too high, what specifically causes this situation? What changes could be made to put prices within reach of the ordinary consumer without damaging the profit position of companies? What bearing does the possibility of prescription by generic names have on this situation? In the course of answering these questions, an attempt will be made to draw some definite conclusions on these highly controversial issues. Proposals and recommendations for further study will be presented.

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Yes

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