When developing a marketing plan, it is important to understand that healthcare consumers differ from consumers in other markets. One of the most significant distinctions is that healthcare consumers often do not select the purchasing products or services. Instead, doctors or other healthcare providers decide what services or products consumers need. This means organizations should consider the consumer and the provider when marketing healthcare. For this discussion, you examine healthcare consumers' buying behaviors in the following scenario and recommend strategies to market a drug product.

Scenario: A pharmaceutical company will sell a new brand$-$name prescription drug to treat allergies. You have been hired to help them market this product to individual and industry consumers. Identify individual and industry$-$based consumers for the prescription drug product in the scenario. Consider the buying behaviors and characteristics of these consumers.