Science & Technology

UGA professor publishes pharmaceutical marketing book

Athens, Ga. – Matthew Perri III, a professor in the University of Georgia College of Pharmacy, has co-authored the book “Pharmaceutical Marketing” with former graduate student Brent Rollins, who is now a faculty member in the Philadelphia College of Osteopathic Medicine School of Pharmacy.

The book, published by Jones and Bartlett Publishers, is available through

“This book is an excellent primer for those without a health care background seeking to work in the field of pharmaceutical marketing,” said Perri, who also is director of the pharmacy care administration graduate program at UGA.

“Pharmaceutical Marketing” was written to provide students and new industry professionals with a thorough overview of the general principles of marketing, including marketing as a process, marketing effectives in the pharmaceutical environment and coverage of marketing brand and generic drugs with special emphasis on direct-to-consumer advertising and the impact of social media and technology.

A chapter on social media addresses what social media is, how it is currently being used within the industry and how it should be used from the manufacturer’s perspective. Another chapter takes a unique look at how the Internet and mobile technology has shaped the pharmaceutical industry and shifted the promotion paradigm to predictive modeling/analysis, personalization, peer-to-peer networking and participation.

“Pharmaceutical Marketing” examines the current pharmaceutical marketing environment from both an academic and practical perspective, Perri said. The book focuses on providing practical applications of all material discussed according to the perspectives of various market segments including industry, community and institutional pharmacy as well as the practicing pharmacist.

The book illustrates key concepts in each chapter with a real-life or hypothetical example and includes 10 discussion questions per chapter to facilitate active learning.

For more information on the UGA College of Pharmacy, see