Complex distribution channels exist - wholesalers, retailers, hospitals, clinics, and government installations. All are influenced by the needs and desires of the patient. Nature of returned goods policy, Efficiency of invoicing, Issuance of credit, Good communications. Manufacturers have a Director of Trade Relations, or a Director of Distribution within the marketing department to make sure everyone understands. A major characteristic of the drug industry is the undesirability of its products.
Patients are ill.
Marketing sets the price for all. Also, marketing must determine the optimal timing for a new product introduction. Birth control pills and the social environment, atmosphere. Even if all of the others are correct, the product might still fail because of promotion. Advertising is the most visible form of promotion.