Since 2009 DFG and ANR have financed our comparative research project „From Advertisement to marketing. Pharmaceutical enterprises, patients, physicians and the construction of medical markets (GEPHAMA)”, during which we have analysed the marketing of modern drugs as an heuristic approach for understanding the modern medical market. Industrial mass production, the use of communications media in marketing, the specialization of and the differentiation within the medical market, the increasing internatio-nalization of the market and last not least the blessings and promises of the post World War II "therapeutic revolution":
Our final conference wants to put our own research into context. Its contributions will discuss investigations of pharmaceutical promotion as a series of local and industry-based practices which contribute to the construction of markets by linking research, the market(s) and medicine during the last century.
Supported by Deutsche Forschungsgemeinschaft (DFG), Agence Nationale de la Recherche (ANR), European Science Foundation, Cermes 3, Paris, Institut für Geschichte der Medizin, Berlin.
For participation please contact Ulrike Thoms (firstname.lastname@example.org).
9.00 Jean-Paul Gaudilliére and Ulrike Thoms: Welcome
Session 1: Consumption, regulation and professional marketing.
Chair: Christian Bonah
Sergio Sismondo Managing Opinions, Key Opinion Leaders, and a Model of Communication
Ulrike Thoms: Marketing Strategies and the Life Cycle of Pharmaceuticals. A theoretical Concept and its Consequences
Jean-Paul Gaudilliére: Marketing Loops: Clinical Research, Antidepressants Consumption and the Reorganization of Promotion at Geigy in the 1960s-70s
10.30 h-11.00 h Coffee Break
Nils Kessel: Exasperating Use(r)s - Pharmaceutical Marketing and its Limits
Quentin Ravelli: The failed Globalization of an Antibiotic: Regulation Standards and Marketing Practices
Commentator: Nicolas Henckes
13.00 h-14.30 h Lunch break
Session 2: Media and marketing practices.
Chair: Anne Rasmussen
Christian Bonah: Marketing Film. Audiovisuals as Scientific Marketing and Medical Training in Psychiatry: The Example of Sandoz in the 1960s
Anne-Sophie Mazas: Images, Visualization and the Practice of Scientific Marketing in postwar France
15.00 - 15.30 h Coffee Break
Meghean Brierley. Nudging Visual Practice: Medical Illustration & Pharmaceutical Promotion 1990-2012
Maria Jésus Santesmases: Marketing Progress, Selling Prosperity. Advertisement of Antibiotics Production in Spain, 1948-1958
Stephan Felder: Pharmaceutical Advertisements for Physicians: A French/German Database and its Uses
Commentator: Anne Schmidt
Session 3: Marketing and Medical Practice
Chair: Jean-Paul Gaudilliére
Tricia Koenig: "Equilibre du diabète" (Im)balance in advertisement and diabetes treatment, France (1923-1970)
Lea Haller: Drug Marketing and Media Attention: Ciba’s Struggle with Cortisone
Lucie Gerber: Marketing Loops. The Development of Psychopharmacological Screening at Geigy, 1957-1970
10.30 h-11.00 h Coffee break
Alexandre Marchant: Prescription Drug Abuses and Drug Markets Regulation in France (1960-1975): The Case Study of a Market Rarefaction
Commentator: Elisabeth Watkins
13.30 h End of Conference