Marketing for Pharmacists

David A. Holdford, RPh, PhD, is Associate Professor at Virginia Commonwealth University School of Pharmacy in Richmond. He has more than 20 years of practice, research, consulting, and teaching experience in the pharmacy profession and has used marketing to help develop, design, and assess pharmacist services and educational programs. He has published many articles about marketing on topics related to consumer behavior, pharmacist reimbursement, disease management programs, managed care pharmacy, and the promotion of pharmaceuticals. Dr. Holdford teaches marketing to both professional and graduate students and strongly advocates that marketing be a tool for all pharmacists.

*Introduction to Marketing Pharmaceutical Services *Important Marketing Ideas *Characteristics of Services *Managing the Service Performance *Designing Pharmaceutical Services *Consumer Behavior *Consumer Evaluations of Service *Strategic Marketing Planning *Marketing Strategies *Market Segmentation *Marketing Communication *Pricing Pharmaceutical Services *Channels of Distribution