An application of niche marketing from Turkish pharmaceutical sector; orphan drugs

Within this research, with the application of niche marketing to the Turkish pharmaceutical sector the issue of orphan drugs and treatment of rare diseases which are not only Turkey's but also other countries' problem are evaluated from the marketing point of view. The point which the private and public organizations play crucial role, the aim of this cooperative work is not only to increase its revenue but also its goodwill at pharmaceutical sector. Different areas where public and private organizations work, importance of new product development and R&D, importance of public health, and importance of public education about the usage of appropriate medicine in an appropriate way (rational usage of medicines) are some of the examples. Throughout this research, the subject of orphan medicines and treatment of rare diseases are being evaluated from the perspective of a private pharmaceutical company's niche marketing applications. Within context of this research, the subjects of legislation contents and market dynamics which are assumed to have a direct link to the niche marketing application of orphan medicines and treatment of rare diseases. A course of action and possible research made within the context of niche marketing applications which are believed both to increase the goodwill of the company in the market and to alleviate a public health concern while putting forth improving the health conditions of public with maintaining the financial returns at a sufficient level are emphasized with detailed explanations.