ABSTRACT
This chapter focuses on the generic portion of the Drug manufacturing industry, with the brand name producers loosely constituting Big Pharma. Big Pharma responded by invoking "trade dress" regulations as well as dosage forms that could not be duplicated. "Big Bio" is certainly an appropriate companion name to "Big Pharma" although it is not in wide use – so far. Both Big and Little Pharma occasionally need help. The more formal kinds of help are found in the form of advertising agencies and market/marketing research companies. The explosion in direct-to-consumer Advertising of legend Drugs has resulted in former consumer advertising agencies acquiring or merging with former medical advertising agencies and vice versa. Market research, crudely defined, consists of determining what potential exists for the sale of one's product. Marketing Research involves determining the positive and negative effects of one's marketing activities.
