Mending Fences: Selling AIDS Drugs to the Gay Community

Important note: Information in this article was accurate in 1996. The state of the art may have changed since the publication date.

Mending Fences: Selling AIDS Drugs to the Gay Community

American Demographics (12/96) Vol. 18, No. 12, P. 43
Kahan, Hazel; Mulryan, Dave

Abstract: As the market for AIDS drugs expands, pharmaceutical companies have had to modify their marketing methods to compete successfully. Patients may prefer alternative therapies, for example, or may be disenchanted with the medical establishment and not interested in new drug therapies. The gay male population is a natural target for the marketing of AIDS drugs, since gay men make up 60 percent of new HIV cases and are highly involved in decision-making at AIDS treatment institutions and information and service organizations. Therefore, just as the gay community's attitude toward AIDS has changed, the methods used to market drugs to the community must also change. Drug companies should try to find a new position in the updated AIDS narrative, in which the gay male has an active, rather than a passive, role.

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