Wright R
Department of Medicine, University of Louisville, KY, USA.
J Health Care Mark. 1996 Winter;16(4):24-9.
Glaxo's Zantac began its dominance of the acid/peptic marketplace with a launch strategy, taking advantage of the established Roche sales force to rapidly promote the product. Educational symposia for physicians were instrumental in disseminating both disease and product information to primary care physicians and specialists. This technique not only pleased physicians (more referrals), but also increased public awareness of gastrointestinal disease, further expanding the patient market. Several novel marketing strategies contributed to Zantac's success, including the public-service announcements, celebrity media tours, and consumer-awareness bulletins, which brought the drug to the lay public and encouraged individuals to seek advice from their physicians.
葛兰素史克公司的善胃得（Zantac）凭借一项推出策略开始在抗酸/抗溃疡药物市场占据主导地位，它利用罗氏公司现有的销售队伍迅速推广该产品。为医生举办的教育研讨会有助于向初级保健医生和专科医生传播疾病及产品信息。这种做法不仅取悦了医生（带来更多转诊），还提高了公众对胃肠疾病的认识，进一步扩大了患者市场。几种新颖的营销策略促成了善胃得的成功，包括公益广告、名人媒体宣传活动和消费者意识公告，这些举措让该药物为普通大众所知，并鼓励人们向医生咨询。
