Apothekerliche Wertreklame

The thesis examines sales promotion as a main aspect of pharmacy marketing. While the legitimacy of discounts, benefits etc. towards non-professional pharmacy customers is subject to constant legal debate, sales promotion towards healthcare professionals is awaiting more detailed analysis. Therefore, following a comprehensive overview of the legal limits of pharmacy sales promotion, the corruption-law question of incentivizing healthcare professionals to provide patients and refer prescriptions to pharmacies will be examined. Moreover, the thesis discusses sales promotion towards healthcare professionals concerning purchasing behaviour, e.g. of medical supplies, which is subject to complex legislation.