ABSTRACT
The pharmaceutical market is unique in the importance of the influence of a non-purchaser on the purchasing habits of the ultimate consumer. Because of the 'veto power' of physicians in regard to the acceptance of a prescription drug, it becomes necessary to classify physicians as thoroughly as the patients. The importance of subclassifications within the 'market' is easily exemplified within the ethical pharmaceutical industry. The demographic data that may be necessary for any evaluation of the consumer market for prescription drugs must include, among other factors, the sex, age, and income of the population. The number of physicians in a given specialty is important, if for no other reason than budgeting of advertising expenditures. The physician is not the only 'doctor' who is influential in the ultimate destination of prescription pharmaceuticals. Others who must be considered include osteopaths, dentists, podiatrists, veterinarians, nurses, physician assistants, and chiropractors. Various government agencies serve as both direct and indirect markets for drugs.
