Quirke Viviane
Bull Hist Med. 2014 Winter;88(4):654-96. doi: 10.1353/bhm.2014.0075.
The forces that have shaped American medicine include a wide set of interrelated changes, among them the changing research, development, and marketing practices of the pharmaceutical industry. This article compares the research and development (R&D) and marketing strategies of the British group Imperial Chemical Industries (ICI, whose Pharmaceutical Division was spun off and merged with the Swedish company Astra to form AstraZeneca) and its French counterpart Rhône-Poulenc (now part of Sanofi-Aventis) in dealing with the American medical market. It examines how, in the process, the relationship between R&D and marketing was altered, and the firms themselves were transformed. The article also questions the extent to which their approaches to this market, one of the most significant markets for drugs in general, and for anticancer drugs in particular, became standardized in the period of "scientific marketing."
塑造美国医学的力量包括一系列广泛的相互关联的变化,其中就有制药行业不断变化的研发及营销实践。本文比较了英国的帝国化学工业公司(ICI,其制药部门剥离后与瑞典公司阿斯特拉合并,组建了阿斯利康)及其法国同行罗纳-普朗克公司(现为赛诺菲-安万特的一部分)在美国医疗市场的研发和营销策略。文章考察了在此过程中研发与营销之间的关系是如何改变的,以及这些公司自身是如何转型的。本文还探讨了在“科学营销”时期,它们针对这个总体上是最重要的药品市场之一、尤其是抗癌药物市场的方法在多大程度上实现了标准化。