From Advertisment to Marketing: Pharmaceutical Enterprises, Patients, Physicians and the Construction of Medical Markets

从广告到营销：药企、患者、医生与医疗市场建设

• 批准号: 93283625
• 负责人: Professor Dr. Volker Hess
• 金额: --
• 依托单位: Centre de recherche médecine, sciences, santé, santé mentale, société - CERMES3
• 依托单位国家: 德国
• 项目类别: Research Grants
• 财政年份: 2009
• 资助国家: 德国
• 起止时间: 2008-12-31 至 2013-12-31
• 项目状态: 已结题
• 来源: https://gepris.dfg.de/gepris/projekt/93283625?language=en
• 关键词: Advertisment; Marketing; Pharmaceutical; Enterprises; Patients

The project will analyze the marketing of modern drugs as an heuristic approach for understanding the modern medical market. The industrial mass production, the use of communications media in marketing, the specialization of and the differentiation within the medical market (inpatient or outpatient treatment), the increasing internationalization of the market and last but not least the blessings and promises of the post World War II "therapeutic revolution": All these trends have allowed for the evolution of an ever more complex network of actors, institutions, interests, and power structures. With the focus on a short 20th century (1914-1990) the project is conceived of as a comparative study between France and West Germany, as an "histoire croisee" (entangled history) which developments (scientific marketing) in their own specific national effects. This will especially be the case for the challenge posed by the US-American success in combining research with marketing. Which answers were found in each country-specific research, business, law, and social systems? What kind of French and German cultures of marketing developed out of the confrontation with American marketing methods?

该项目将分析现代药物的营销，作为理解现代医疗市场的启发式方法。工业化大规模生产，在营销中使用通信媒体，医疗市场的专业化和差异化（住院或门诊治疗），市场的日益国际化，最后但并非最不重要的是第二次世界大战后“治疗革命”的祝福和承诺：所有这些趋势都促成了一个日益复杂的行动者、机构、利益和权力结构网络的演变。该项目以20世纪（1914-1990）为重点，将其视为法国和德国之间的比较研究，作为一个“histoire croisee”（纠缠的历史），其发展（科学营销）在自己特定的国家影响。这将特别是美国的成功所带来的挑战，结合研究与营销的情况。在每个国家的具体研究、商业、法律和社会制度中找到了哪些答案？在与美国营销方法的对抗中，法国和德国发展出了什么样的营销文化？