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GIM-Study "Pharmaceutical Brands in 2007: Between 'Walmartization and Luxury Goods" 

Innovative and expensive products are more and more under pressure of legitimation. They do not automatically prevail over other products thanks to their rational benefits. At the same time, competition is also growing in the ethical drugs market. Only those drugs are successful which stand out from the market’s diversity and are able to precisely appeal to the physicians both at the rational and emotional level.

In her study “Pharmaceutical Brands in 2007”, Doris Fuchs, head of the competence center GIM Pharma, has conducted a qualitative examination of physicians’ attitudes and prescription behavior. This basic study provides new findings about the significance and success of pharmaceutical brands under the conditions of the health reform.

Here you can download the key facts of the GIM Basic Study

Link to the competence center GIM Pharma