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From Propaganda to scientific marketing: Schering, cortisone, and the construction of drug markets

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.
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https://hal-cnrs.archives-ouvertes.fr/hal-03478945
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Submitted on : Tuesday, December 14, 2021 - 10:33:25 AM
Last modification on : Wednesday, December 15, 2021 - 3:54:42 AM

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Jean-Paul Gaudillière. From Propaganda to scientific marketing: Schering, cortisone, and the construction of drug markets. History and Technology, Taylor & Francis (Routledge), 2013, 29 (2), pp.188-209. ⟨10.1080/07341512.2013.828510⟩. ⟨hal-03478945⟩

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