Rising costs in pharmaceutical expenditure have become a major concern for policy makers in Germany over the last years. Therefore the pharmaceutical market in Germany has been increasingly targeted by different kinds of regulations, focussing both on the supply and the demand side, using price,...

Many countries with national health care providers and health insurances regulate the market for pharmaceuticals to steer drug demand and to control expenses. For example, they introduce reference pricing or tiered co-payments to enhance drug substitution and competition. Since 2006, Germany...

Die steigende Informationsflut erschwert es dem Marketing zunehmend zum Unternehmenserfolg beizutragen. Das Pharmamarketing unterliegt dabei zusätzlichen Einschränkungen. Indirect Marketing (IM) stellt als Bestandteil des Leistungsschalenmodells eine vielversprechende Möglichkeit zur...