The global commercialization of medicine and other pharmaceutical products has brought about a worldwide influence over consumers and how they look at pharmaceuticals. For instance, Abbott Laboratories’ Senior Vice President for Global Marketing and Services Mary Szela has proposed that the current marketing model for pharmaceutical marketing needs to be updated. The current model sets the pharmaceutical product and the disease or illness it was designed to treat as the focal point of every marketing campaign. Mary Szela strongly believes that the consumer should also be considered in the equation. Her proposed patient-based marketing model for pharmaceutical products centers on patient information that goes beyond what demographic data can provide. She states that other pertinent patient information should also be recognized, such as education, mobility, line of work, and religious practices, as these could give clues as to how a patient acquired a particular disease which could subsequently lead to proper treatment.
Mary Szela also noted that another challenge to global commercialization of pharmaceuticals is the pill paradox. The global commercialization of medicine and pharmaceutical products has spawned what advertisers deem to be new age illnesses, often linked to modern lifestyle, work stress, and other environmental factors. They further add that these new illnesses are often unbeknownst to the consumer, which triggers a sort of biological alarm making them think that they have been less than healthy all their lives, and that they have had this mysterious ailment without their knowledge. This makes them believe that they do need the new medicine being advertised, and the marketing strategy is proven effective.
The global commercialization of pharmaceutical products has also caused the people to live a life of dependency, thinking that taking decongestants and pain killers are the only remedy to their discomfort. However, this marketing ploy according to Mary Szela needs to be improved. It is clear the medicine and the commercialization of pharmaceutical products have a significant impact on society and pharmaceutical companies should be wary of causing a global panic. Several non-pathological conditions have been labeled as health problems, when in fact they are nothing more than physical abnormalities that actually do not require taking pills.
Mary Szela has been with Abbott Laboratories since 1987 when the company was at the brink of making a scientific breakthrough by developing an early treatment for HIV, and she has seen how the global commercialization of pharmaceuticals has affected the way consumers buy their medicine. She calls for responsible pharmaceutical marketing among advertisers and pharmaceutical companies, and is leading by example as Senior Vice President for Global Marketing and Services at Abbott Laboratories. In fact, when she was still Vice President of Commercial Pharmaceutical Operations in 2006, she became instrumental in the successful commercialization of Humira, Abbott Laboratories’ prescription medicine used to relieve the symptoms of moderate to severe rheumatoid arthritis. She then assumed the position of Senior Vice President of Commercial Pharmaceutical Operations where she held office from 2007 to 2008, before her efforts in pharmaceutical marketing led her to taking on the role of Senior Vice President for Global Marketing and Services.
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