LIFE CYCLE OF THE PHARMACEUTICAL PRODUCT AND PRIMARY STRATEGIC GOALS

In addition to innovation, production at high standards, market and marketing policy, pharmaceutical companies need strategies that could cope with apparent contradictions, convergences and divergences, centralisation and involution, at the global and local level, focus and liberty, domestic production and external supply, ownership and alliances, networks and hierarchies, science or market orientation, all these being part of the essence of a profitable and expanding pharmaceutical company. Specialists appreciate that the 20 century will remain in the collective memory for its technological achievements, including a better understanding of the atomic structure, „information explosion” encouraged by the progress of the computer technology, the news from space exploration. If one wants to evaluate its importance in terms of impact on people’s lives, the 20 century could be called THE DRUG AREA. Many experts agree that, at the end of this century, pharmaceutical products would have a higher importance for our lives due to the special progress in neurobiology, immunology, molecular biology, cellular differentiation, cell membrane and genetic studies. In the pharmaceutical industry, important funds are directed towards research and development, while few understand and appreciate the contribution brought by the pharmaceutical marketing system and by the professionals in this field. These ones make the drug accessible at the right time and place, in the required quantity, at a reasonable price and with all the information required