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Article: THE EUROPEAN PHARMA MARKET: A CASE OF BIPOLAR DISORDER.
- Article from:
- Medical Marketing & Media
- Article date:
- August 1, 2000
- Author:
CopyrightCOPYRIGHT 2000 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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EXECUTIVE SUMMARY:
Marketing in the European Union is still being pulled in two directions. While the regulatory approval process has been simplified and speeded up and makes it possible to develop a common claims structure, differences in pricing and reimbursement approval still prevent a continent-wide launch. Marketers face a difficult decision in choosing between the centralized and mutual recognition approval systems, and also have to cope with differences in medical practice. The author concludes by commenting on the implications for U.S. companies both in Europe and in their home markets.
After five years of experience, I think it's fair to say ...