Managing Editor of the International Journal of Medical Marketing

Abstract

The area we call the medical market is very diverse. As well as the three Principal divisions in this area (pharmaceuticals, diagnostics and medical devices), there are a large number of sub-divisions within each category. Pharmaceuticals cover a wide range of therapy areas. In-vitro diagnostics is a complex matrix of pathology specialisms and points of application (laboratory, point-of-care or patient use) Medical devices is the broadest category of all: from dressings to implants to, by some definitions, very high value capital equipment for in-vivo diagnosis and treatment. We must not lose sight of the fact that even the labels we give markets are discretionary; overlap and interaction between different markets are commonplace.

What makes these markets amenable to an overview is what they share: in all cases, the buying process at least involves, and often only involves, clinicians and related professionals. Put another way, these markets are all sub-components of the same pot of money, that which society allocates to obtain and retain good health. This commonality means that market developments and trends can be viewed across our convenient but ultimately arbitrary industry classifications. For this overview, we have chosen four broad categories by which to look at and better understand recent news in our market.