Leading innovation in world healthcare
An AstraZeneca case study

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Page 6: Conclusion

Marketing a new medicine globally can often present particular challenges, as patent restrictions can vary from one country to another. Systems of healthcare vary enormously and different countries have different restrictions on the ways that medicines can be promoted.

For example, in Australia the National Health System means that patients have to pay a fee to visit their doctor, whilst in the UK these visits are free. In the USA, AstraZeneca can advertise prescription medicines directly to the public, but this is not allowed in the UK.This will reduce awareness of the brand amongst consumers and will need different marketing approaches.

AstraZeneca plans to build on the position of strength that has been created by the merger, using the best of each of the partners.

AstraZeneca | Leading innovation in world healthcare