Marketing is responsible for developing brands for the pharmaceutical company.
pharmaceutical marketinginvolves creating brand strategies, working on the brand message and its positioning, defining the customer segments to target and also drawing up a budget (sales and expenses) for each brand. In pharmaceutical market research, marketers need to define capacity, need, demand and supply, and the motivation of the specific set of customers requires effective methodologies, strategies and budgets. Pharmaceuticals go through 3 different stages of the life cycle.
Each stage requires different plans and strategies at different intervals so that growth and benefits are calculated efficiently. Pharmaceutical marketers identify these stages for successful pharmaceutical marketing management. In India, there are mainly 3 product pricing strategies in pharmaceutical marketing. Doctors decide the medication decision and the strength of the medication, such as 50 milligrams or 100 milligrams.
We, as typical citizens, need more information to understand which medication is ideal for us. Well, marketing is now the key driving force behind shareholder value. More specifically, marketing enables pharmaceutical companies to identify, anticipate and provide solutions to customer requirements. Analysis is something that should be at the top of the agenda at any high level, because, when used correctly, it has the power to transform results.
Pharmaceutical marketers will have the power to predict what actions will produce what results. This, in turn, will improve credibility and give them a leadership position, since marketing is the vital element that drives the bottom line for any company. Pharmaceutical companies rely on their marketing activities to influence doctors. Previous studies showed that pharmaceutical companies managed to manage the behavior of physicians in developed countries.
However, very few studies investigated the impact of pharmaceutical marketing strategies on the prescribing pattern in developing countries and countries in the Middle East. The objective of this research was to examine the influence of pharmaceutical companies' strategies on the prescribing behavior of doctors in the Lebanese market with respect to the demographic variables of physicians in a quantitative way. In addition, this study tested whether Lebanese doctors considered accepting gifts and samples as an ethical practice. As shown in Table 1 above, very few studies covered and studied the impact of pharmaceutical marketing strategies on the prescribing behavior of physicians in developing countries in the Middle East.
For many years, pharmaceutical vendors were surprised by their own success and relied too much on innovative new products. Pharmaceutical marketing will never exist in isolation and, for the most part, will work hand in hand with sales departments, product representatives, or healthcare professionals. The strict regulatory environment surrounding pharmaceutical marketing remains a challenge in providing value-based healthcare. Although there are many regulations, complex payment cycles, and the participation of multiple decision makers, pharmaceutical marketers never fail to impress with innovations.
The structure of pharmaceutical markets differs from one country to another because it has a national character. Pharmaceutical marketing involves actions to create demand for goods and sales promotion through the Marcom plan. Therefore, the first hypothesis was accepted (there is a relationship between pharmaceutical marketing strategies and the prescribing behavior of physicians). This study is in addition to previous research that conceptualizes the fact that decision-making in clinical practice is a dynamic process that is affected by some pharmaceutical marketing strategies.
As the results-based approach to healthcare grows in popularity, now is the time for pharmaceutical agencies to benefit from a new personalized, omnichannel marketing approach. As mentioned above, this study examined the impact of pharmaceutical marketing strategies on the prescribing pattern of Lebanese physicians with respect to their demographic variables. This can be easily explained by the fact that the persuasive effect of pharmaceutical marketing strategies puts additional pressure on physicians to prescribe expensive and expensive drugs, even when a cheaper generic drug would be appropriate. Evaluating Factors Affecting Prescribing Behaviors in the Iranian Pharmaceutical Market Using Econometric Methods.
Pharmaceutical marketers see the opportunity that lies in leveraging tools that can monitor a patient's health and provide personalized feedback in real time to help improve outcomes. . .