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	Institution: CLOCKSS  | My Account | E-mail Alerts | Access Rights | Sign In Vol. 3 No. 4, April 1994   Archives  • Online Features Special Article  This Article  • References  • Full text PDF  • Send to a friend  • Save in My Folder  • Save to citation manager  • Permissions  Citing Articles  • Citation map  • Citing articles on HighWire  • Contact me when this article is cited  Related Content  • Similar articles in this journal The Role and Value of Pharmaceutical Marketing Richard Levy, PhD Arch Fam Med. 1994;3(4):327-332. Abstract Pharmaceutical marketing is the last element of an information continuum, where research concepts are transformed into practical therapeutic tools and where information is progressively layered and made more useful to the health care system. Thus, transfer of information to physicians through marketing is a crucial element of pharmaceutical innovation. By providing an informed choice of carefully characterized agents, marketing assists physicians in matching drug therapy to individual patient needs. Pharmaceutical marketing is presently the most organized and comprehensive information system for updating physicians about the availability, safety, efficacy, hazards, and techniques of using medicines. The costs of pharmaceutical marketing are substantial, but they are typical of high-technology industries that must communicate important and complex information to sophisticated users. These costs are offset by savings resulting from proper use of medicines and from lower drug costs owing to price competition. Author Affiliations From the National Pharmaceutical Council Inc, Reston, Va. THIS ARTICLE HAS BEEN CITED BY OTHER ARTICLES The availability of references and the sponsorship of original research cited in pharmaceutical advertisements Cooper and Schriger CMAJ 2005;172:487-491. ABSTRACT | FULL TEXT   Promotion and Prescribing of Hormone Therapy After Report of Harm by the Women's Health Initiative Majumdar et al. JAMA 2004;292:1983-1988. ABSTRACT | FULL TEXT   Patient Perceptions of Physician Acceptance of Gifts From the Pharmaceutical Industry Mainous et al. Arch Fam Med 1995;4:335-339. ABSTRACT   Pharmaceutical Advertising: The FDA Does Not Protect Us Shaughnessy et al. Arch Fam Med 1994;3:1031-1031. ABSTRACT   Is Pharmaceutical Marketing Valuable? Lee Chambliss Arch Fam Med 1994;3:1032-1033. ABSTRACT   Value and Need for Pharmaceutical Promotion Disputed Deamer Arch Fam Med 1994;3:1033-1033. ABSTRACT   Pharmaceutical Marketing Thompson Arch Fam Med 1994;3:1031-1032. ABSTRACT   Pharmaceutical Company/Physician Interactions Bowman Arch Fam Med 1994;3:317-318. ABSTRACT   HOME | CURRENT ISSUE | PAST ISSUES | TOPIC COLLECTIONS | CME | PHYSICIAN JOBS | HELP CONDITIONS OF USE | PRIVACY POLICY | CONTACT US | SITE MAP   © 1994 American Medical Association. All Rights Reserved.