Examine the economics of the pharmaceutical industry. Marketing accounts for a much larger portion of the expenses in the pharmaceutical industry than in other healthcare industries. The FDA lifted restrictions on TV ads for prescription drugs in 1997, ollowing manufacturers to advertise drugs without inclusing lengthy disclaimers explaining the often numerous side effects.

How has this regulatory change affected the market for pharmaceuticals?

Why do you think so much more money is spent on marketing drugs than on marketing surgery or psychotherapy?

What is the role of pharmaceutical marketing within distribution control?

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