DOCTORETAIL®

The current shift in the marketing strategy is work by multinational  pharmaceutical Companies .It is now high-end (than adaptive) development that is being carried out by leading companies. And, increasingly, other companies are finding themselves competing against, or working with, new innovation-based companies.  The study focuses on the processes and outcomes of globally distributed pharma companies. This article will present the changing marketing strategies when a pharma company shifts from Acute base to Chronic therapy base. This article will also give an insight about shift in supply chain process and customer and end-customer perception which is the base of formulation of different marketing strategies. The pharmaceutical industry is the world’s largest industry. The industry has seen major changes in the recent years that place new demands on payers, providers and manufacturers. Customers now demand the sam...

" Consumer Healthcare ( OTC) Sales is n either  like Pharma  nor  like FMCG   , its OTC and one needs to be the best of three worlds to succeed in OTC Sales"  In order to understand the above statement let’s start with the definition of OTC, as put in Wikipedia “Over-the-counter (OTC) drugs are medicines sold directly to a consumer without a prescription from a healthcare professional, as compared to prescription drugs, which may be sold only to consumers possessing a valid prescription” – but this article is not limited to defining OTC (which we all know), this article is to emphasise on how to sell OTC products correctly. The traditional medicines segment is the leading segment in the Indian OTC market, contributing to about 30 percent to the total market.  Currently in India, OTC drugs are sold through five different types of distribution outlets, namely—department stores, indepen...

Building pharma brands driven by customer-focused innovation will enable companies to differentiate their products in a crowded marketplace Business consultant and author, Peter Drucker, whose thinking greatly contributed to the shape of the modern business organisation, wrote: ‘The aim of marketing is to know and understand the customer so well, the product or service fits him and sells itself’. On that basis my perspective would be that the pharmaceutical industry is not a customer centric business, which uses deep customer understanding to drive innovation at a molecule, brand or commercialisation level. A controversial statement perhaps but let us use it as a hypothesis which we can explore.  What has driven pharma industry success?   The reality is that much of the pharmaceutical industry’s success has been driven by three core areas:  Smart R&D engines (in many cases now faltering)  Effective patent extension, life cycle manageme...