A Study of Promotional Tools in Pharmaceutical Industry

Abstract

The study aims at investigating the promotional tools used in pharmaceutical newlineIndustry. The specific objectives are to study promotional tools used in newlinepharmaceutical industry for physicians and trade; to explore the perception of newlinephysicians, trade and pharmaceutical company towards these promotional newlinetools; to investigate the influence of promotion of drug on prescribing behavior of physician; to study the factors influencing choice of promotional mix by newlinepharmaceutical companies; to study the ethical issues involved in newlinepharmaceutical promotion; to study the promotional challenges faced by newlinepharmaceutical companies in promotion. newlinePharmaceutical industry performs a very essential and responsible role in newlinesociety by aiding in the process of maintaining the health of individuals. newlineEqually important in this process is the role of physicians and chemists. newlinePharmaceutical firms, physicians and chemist are linked together with the newlinethread of promotion. Promotion by the pharmaceutical firms is done with a newlineprofit motive. But it has a bearing on physician prescription behaviour as well newlineas the availability of drugs at the chemists outlets. The promotion of drugs by newlinepharmaceutical firms impacts the pricing of drugs and thus the overall cost newlineand availability of healthcare. The promotional activities in the pharmaceutical newlineindustry have important implications for consumer health and well-being, Thus newlineit is very relevant to study the promotional tools used in the pharmaceutical newlineindustry and the role that they play in influencing the prescription and newlineavailability of drugs to the consumer. newlineThis study follows a descriptive research design. The study focuses on the newlinepromotional tools aimed at physicians and chemists by pharmaceutical firms newlineengaged in marketing of prescription drugs. Primary data for the study has been newlinecollected through a survey of three respondent sets: physicians, chemists and newlinemarketing executives of pharmaceutical firms. newlineThe study finally recommends a set of measures by which prescription newlinebehaviour can be influenced...