ABSTRACT
This chapter provides some detail on the organizations which represent Big Pharma. It considers the expected response, based on an analysis of the value of product to the user, as compared with the value and price of alternatives he may have. Governments, managed care organizations, employers, and other purchases of Health Care are scrutinizing the Price and value of all components, including pharmaceuticals. Much of the effort by Big Pharma to inform and justify itself to the People can be categorized as public relations. Transmitting information to end users through marketing is a crucial element of pharmaceutical innovation. The major responsibility for the proper use of pharmaceutical products resides with the firms that manufacture them. Marketing does help, however, in controlling the Price of pharmaceuticals, as companies compete for market share. D. B. Manischewitz and J. A. Stuart qualify the not guilty plea by modifying it to a general character reference for marketing.
