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Article ID: CBB001320756

From Propaganda to Scientific Marketing: Schering, Cortisone, and the Construction of Drug Markets (2013)

History and Technology
Volume: 29, no. 2
Issue: 2
Pages: 188-209

Publication Date: 2013
Edition Details: Part of a special issue on the 20th century marketing and advertising of pharmaceuticals.
Language: English

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Drug use Medicine and science, relationships Research Science and industry Marketing techniques Chemical drugs Advertising 20th century, late Germany

CORTISONE *CLINICAL pharmacology *DRUGS -- Marketing *ADVERTISING -- Drugs *ADRENOCORTICAL hormones *HISTORY GERMANY (West) Author-Supplied Keywords: clinical research cortisone drug prescription drug promotion Schering Company/Entity: SCHERING AGDUNS Number: 108529298 NAICS/Industry Codes: 325411 Medicinal and Botanical Manufacturing 325410 Pharmaceutical and medicine manufacturing Abstract: This paper examines the postwar rise of drug scientific marketing, i.e., the systematic mobilization of the biomedical sciences for promotion purposes as well as the rise of marketing into a form of science, taking the case of the German firm Schering. To analyze the specific articulation between in-house research, marketing practices and drug prescription the article follows the case of Schering's corticoids: cortisone in the 1950s, its derivatives in the 1960s. The contrasted promotional campaigns Schering organized for both of these products reveals the combined reorganization of promotional and in-house research activities, which took place at Schering after 1945, providing for new and more intimate relationship between science and the construction of markets. It also shows that this was a gradual process of change rather than a radical departure. [ABSTRACT FROM PUBLISHER]

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Article Gaudillière, Jean-Paul; Thoms, Ulrike (2013) Pharmaceutical Firms and the Construction of Drug Markets: From Branding to Scientific Marketing. History and Technology (pp. 105-115). unapi

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