Impact of Marketing Strategies on Physicians Prescription Behavior with Special Referance to Navi Mumbai

Abstract

In this study researcher is summaries the theory and concepts related to his research topic. This explains that the global scenario, Indian scenario and concepts related to the marketing strategies adopted by pharmaceutical companies on physician s prescription behavior with special reference to Navi Mumbai. Also researcher is unfolding the best strategies for Pharma companies, and how these will helpful to improve their performance. newline1.1 GLOBAL SCENERIO OF PHARMA INDUSTRY newlineThe pharmaceutical industry is responsible for the development, production and marketing of medications. Thus, its immense importance as a global sector is inarguable. In 2014, total pharmaceutical revenues worldwide had exceeded one trillion U.S. dollars for the first time. North America is responsible for the largest portion of these revenues, due to the leading role of the U.S. pharmaceutical industry. However, as in many other industries, the Chinese pharmaceutical sector has shown the highest growth rates over previous years. newlineStill, the leading pharmaceutical companies come from the United States and Europe. Based on prescription sales, NYC-based Pfizer is the world s largest pharmaceutical company. In 2018, the company generated some 53.6 billion U.S. dollars in pure pharmaceutical sales. Other top global players from the United States include Johnson and Johnson, Merck and Co., and AbbVie. Novartis and Roche from Switzerland, GlaxoSmithKline and AstraZeneca from the United Kingdom, and French Sanofi are the European big five. newlineBranded, patented medicines by far make up the largest share of pharmaceutical revenues. Humira, an anti-inflammatory drug, generated some 20 billion U.S. dollars of revenue worldwide in 2018. newlinexxii newlineOncologics continue to be the leading therapeutic class based on revenue. In 2018, cancer drugs made nearly 100 billion U.S. dollars of revenue globally. Other major therapy classes were respiratory drugs and antidiabetics. newlineMore than any other industry, the pharmaceutical sector is highly dependent on its research and developm