Glaxosmithkline's Marketing Strategy for Requip: A Case Study in Product Lifecycle Management |
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"Behind Requip's sales boom is Glaxo's marketing machine, which has persuaded many consumers and physicians to accept restless-legs syndrome, or RLS, as a real condition warranting treatment."1 - The Wall Street Journal, in 2006. "The argument the pharmaceutical industry is always making is that this is patient education - that this is an under-diagnosed condition and 'we're just trying to raise awareness.' If you're talking about something like hepatitis C or measles, that might be true. But if you're talking about toenail fungus, or baldness, or restless leg syndrome, I just don't buy it."2 - Michael Wilkes, Professor of Medicine and Vice Dean for Medical Education, University of California, Davis, in 2006. "You need to talk to the patients. Things like restless leg syndrome can ruin people's lives. It is easy to trivialise things when you don't have them. If people did not want the treatments, they would not seek them." 3 - David Stout, Head of pharmaceutical operations, GlaxoSmithKline Plc, in 2006. Restless Marketing?
The disorder soon became a household name after GSK started its marketing effort to increase awareness about RLS among doctors and the consumers.
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1] Jeanne Whalen, "How Glaxo Marketed a Malady to
Sell a Drug," www.online.wsj.com, October 26, 2006. |
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