Pharmaceutical Sales & Marketing in India (PPT) by Prashanth Kumar & Team

Pharmaceutical Sales & Marketing in India (PPT) in subject of Pharma Marketing Management for Bachelor's in Pharmacy by Prashanth Kumar and Team.

1. “PHARMACEUTICAL SALES AND MARKETING IN
INDIA”
BY





A dissertation submitted to the Rajiv Gandhi University of Health Sciences, Karnataka, Bangaluru
in partial fulfillment of the requirements for the Degree of
BACHELOR OF PHARMACY
IN
PHARMACEUTICAL MARKETING
Under the guidance of
Mr SRIKANT PATIL – M.Pharm (Ph.D.) Department of Pharmaceutics
K.R.E.S’s Karnataka College of Pharmacy Bidar–585403 2021
SWAMI POOJA RAJKUMAR
SONAL N PATEL
PRASHANTH KUMAR
MAYURI PRABHURAO PATIL
YUVARAJ AMRUTH

2. ABSTRACT
Theabstractprovidesasuccinctoverviewofthepharmaceuticalsalesandmarketing
landscapeinIndia.Ithighlightstheindustry'ssignificanceintheIndianeconomy,
focusingonregulatorydynamics,markettrends,andethicalconsiderations.Thereview
exploresdiversesalesandmarketingstrategies,assessingtheirimpactonthesector's
growth.Challengessuchaspatentissuesandcounterfeitdrugsarediscussedalongside
opportunitiesformarketexpansion.Theabstractconcludeswithinsightsintothefuture
outlook,anticipatingpotentialregulatorychangesandtheintegrationofemerging
technologies.Thisreviewaimstoofferacomprehensiveunderstandingofthecurrent
stateandfutureprospectsofpharmaceuticalsalesandmarketinginIndia.

3. Keywords
PharmaceuticalIndustryIndia
SalesStrategies
MarketingStrategies
RegulatoryLandscape
MarketDynamics
EmergingTechnologies
GenericCompetition
RegulatoryCompliance
MarketTrends
DistributionChannels

4. INDEX
SRNO. PARTICULARS
1 INTRODUCTION
2 IMPORTANCEOFTHEPHARMACEUTICAL SECTORINTHEINDIANECONOMY.
3 REGULATORY LANDSCAPE
4 SALESSTRATEGIES
5 MARKETINGSTRATEGIES
6 CHALLENGESANDOPPORTUNITIES
7 ETHICALCONSIDERATIONS
8 CONCLUSION

5. Economic Significance of the Indian Pharmaceutical Industry:
ContributiontoGDP:ThepharmaceuticalsectorisasignificantcontributortoIndia's
GrossDomesticProduct(GDP),reflectingitseconomicimportance.
JobCreation:Itisamajorsourceofemployment,spanningvariousrolesfromR&Dto
manufacturinganddistribution.
TechnologicalAdvancement:Theindustryisattheforefrontoftechnological
innovation,contributingtothenation'sprogress.
GlobalExports:Asakeyexporter,thepharmaceuticalindustryenhancesIndia'sglobal
economicstanding.
GenericDrugProduction:Indiaisknownforitssubstantialproductionofgenericdrugs,
whichhasglobalhealthcareimplications.
INTRODUCTION

6. 2. Global Positioning:
• Affordable Healthcare: The industry's focus on generic drugs ensures affordable healthcare
options both domestically and internationally.
• Major Supplier: India's role as a vital supplier of medicines worldwide underscores its global
positioning.
3. Sales and Marketing as Growth Drivers:
• Competitive Nature: The competitive landscape necessitates robust sales and marketing
strategies.
• Market Share Enhancement: Effective promotion and strategic marketing are essential for
increasing market share.
• Regulatory Navigation: Companies must adeptly navigate regulatory complexities
tosustaingrowth.

7. IMPORTANCE OF THE
PHARMACEUTICAL SECTOR IN THE
INDIAN ECONOMY
• Industrial Output: The pharmaceutical
sector accounts for a substantial share
of India's industrial output.
• Research and Innovation: Emphasis on R&D
positions India as a leader in pharmaceutical
innovation.
• Public Health: Access to quality medicines is crucial
for public health initiatives and the well-being of the
Indianpopulation.

8. REGULATORY LANDSCAPE
• Governing Bodies: The CDSCO and the Ministry of Health
oversee the pharmaceutical industry, ensuring drug safety
and efficacy.
• Regulatory Framework: The framework balances
innovation, public health protection, and ethicalstandards.
• Stringent Requirements: Companies face stringent
regulatory requirements, impacting product approvals.
• Global Standards: Compliance with evolving global
standards is challenging but necessary for international
competitiveness.
• Approval Timelines: Prolonged approval processes can
delay market entry, affecting competitivepositioning.

9. SalesstrategiesintheIndianpharmaceuticalindustry
encompassamultifacetedapproach.Companiesemploy
directsalesanddistributionchannels,balancingthe
advantagesofcontrolwiththeefficienciesofbroadermarket
reach.Withafocusontheuniquecharacteristicsofthe
Indianmarket,salesforcesemphasizepersonalized
interactionswithhealthcareprofessionals.Innovativemodels
likee-detailingandtele-detailingleveragetechnologyfor
efficientengagement.Theindustryplacesapremiumon
salesforceeffectiveness,continuoustrainingprograms,and
performancemetrics.Anuancedunderstandingofmarket
trends,coupledwiththeintegrationofemerging
technologies,guidespharmaceuticalcompaniesin
developingeffectiveandadaptivesalesstrategies.
SALES STRATEGIES

10. 1.Direct Sales and Distribution Channels:
• Companies employ direct sales teams to engage with healthcare professionals (HCPs) directly.
• Distribution channels include wholesalers, retailers, and stockists for efficient product distribution.
2. Technology Adoption:
• Leveraging technology for efficient sales processes.
• Digital tools, CRM systems, and mobile apps enhance interactionswithHCPs.
3. Personalized Interactions:
• Building strong relationships with doctors, pharmacists, and hospitals.
• Customizing communication based on individual preferences and needs.

11. 4. KOL Engagement:
• Key Opinion Leaders (KOLs) play a crucial role in influencing other HCPs.
• Collaborating with KOLs for product endorsements and education.
5. CME Programs and Medical Conferences:
• Continuing Medical Education (CME) programs provide HCPs with updated knowledge.
• Participation in medical conferences for networking and brandvisibility.
6. Samples and Promotional Materials:
• Providing product samples to HCPs for trial.
• High-quality promotional materials (brochures, visual aids) enhance brand recall.

12. 7. Incentives and Rewards:
• Offering incentives to HCPs for meeting sales targets.
• Rewards, travel opportunities, and recognition motivate sales representatives.
8. Digital Marketing:
• Utilizing social media, email campaigns, and webinars.
• Targeted online advertising to reach HCPsandpatients.
9. Patient Education:
• Educating patients about medications and treatment options.
• Empowering patients to make informed decisions.
10. Compliance with Regulations:
• Adhering to ethical guidelines and regulatory requirements.
• Transparency in interactions with HCPs.

13. MARKETING STRATEGIES
1.Traditional Marketing:
• Print Advertising: Traditional methods like print ads in medical journals and magazines remain integral.
They provide detailed product information and research findings.
• Conferences and Events: Face-to-face interactions at conferences allow companies to showcase
products and build relationships with healthcare professionals.
• Direct Mail: Targeted mail campaigns continue to be effective for reaching physicians and other
stakeholders.
2. Digital Marketing:
• Online Platforms: Leveraging websites, social media, and targeted digital campaigns to engage
healthcare professionals and consumers.
• Webinars: Educational webinars disseminate clinical trial updates and interactive product information.

14. 3. Branding Strategies:
• Strong Brand Identity: Establishing trust among healthcare professionals and consumers by emphasizing core
values and a positive reputation.
• Product Differentiation: Highlighting unique selling propositions, therapeutic benefits, and technological
innovations.
4. Promotional Activities:
• Direct-to-Physician Marketing: Pharmaceutical representatives engage with physicians to provide product
information.
• Awareness Campaigns: Initiatives educate healthcare professionals and create awareness among consumers.
• Driving Product Adoption:Strategiesto

15. 5. Patient-Centric Marketing Approaches:
• Empowering Patients: The shift towards patient-centric marketing recognizes patients as active participants in their healthcare decisions.
• Tailored Information and Education:
■Companies create and disseminate tailored information and educational content.
■Channels include online platforms, patient forums, and informational materials.
■Example: Materials explaining diabetes medication adherence, dietary guidelines, and potential side effects.
• Digital Tools and Apps:
■Leverage digital tools (e.g., medication reminder apps, symptom trackers) to engage patients actively.
■Foster a direct line of communication between patients and pharmaceutical companies.
• Example: Sun Pharma's 'RespiTrack':
■Designed for respiratory patients, 'RespiTrack' provides information, resources, and tools.
■Includes educationalcontent,

16. 6.Challenges and Considerations:
• Regulatory Compliance: Stringent regulations govern promotional practices to ensure transparency, accuracy,
and ethical engagements with healthcare professionals.
• Balancing Promotion and Compliance: Successfully branding pharmaceutical products requires navigating the
regulatory landscape while adhering to innovative and targeted strategies.
• Positive Relationships: Companies must establish positive relationships with healthcare professionals and ensure
effective communication with consumers.
7. Effectiveness:
• Patient-centric marketing:
■Builds trust.
■Enhances brand loyalty.
■Improves patient adherence.

17. 1.Patent Issues and Generic Competition:
• Patent Challenges: Innovator companies face
challenges when patents expire, allowing generic
manufacturers to produce affordable alternatives .
• Generic Market: India's pharmaceutical market is characterized
by a strong presence of generic drugs, which provide cost-effective
options and challenge innovators to maintain their market share.
• Impact on Sales: Patent expirations can lead to revenue erosion for innovator
companies, necessitating strategic responses such as lifecycle management
and innovative marketing strategies
CHALLENGE AND OPPORTUNITIES

18. • Public Health Risks: Counterfeit drugs pose serious health risks and undermine patient safety, often containing harmful
or ineffective ingredients .
• Regulatory Challenges: The vast and complex pharmaceutical market in India presents challenges in curbing
counterfeit drug production and distribution .
• Industry Reputation: The prevalence ofcounterfeit drugs can damage the reputation of the pharmaceutical
industry and erode trust among stakeholders .
• Economic Impact: Counterfeit drugs impact the financial sustainability of pharmaceutical companies by
competing with genuine products.
• Supply Chain Vulnerability: The intricate supply chain in India is vulnerable to infiltration by counterfeit drugs,
highlighting the need for stringent control measures
Counterfeit Drugs:

20. ETHICAL CONSIDERATIONS
1.Clinical Trials and Research:
• Informed Consent: Participants must be
fully informed about the trial and consent
to participate.
• Participant Confidentiality: Protecting
the privacy and personal information of
participants.
• Safety and Well-being: Ensuring the
safety and well-being of trial subjects is
paramount.
• Ethical Review Boards: These boards
oversee and approve research protocols
to maintain the integrityofclinical

21. 2.Marketing and Promotion:
• Accurate Information: Companies must provide accurate and balanced
information about their products.
• Avoiding Misleading Claims: It's important to avoid making misleading claims
about medications.
• Transparency: Transparency in promotional materials and interactions with
healthcare professionals is vital.
3.Access to Medicines:
• Affordability: Companies must consider the affordability of medications,
especially life-saving ones.
• Balancing Profitability: There needs to be a balance between profitability and
the societal impactofmedications.

22. 4.Compliance with Regulations:
• Adherence to Laws: Companies must comply with laws and regulations
governing drug development, manufacturing, marketing, and distribution.
• Regulatory Bodies: In India, for example, the CDSCO sets regulations that
companies must follow.
5.Corporate Social Responsibility (CSR):
• Positive Contributions: Companies engage in CSR initiatives to contribute
positively to communities.
• Beyond Profit-making: Ethical corporate behavior involves commitments
to social causes and public healthchallenges.

24. Dynamic Landscape:
• The pharmaceutical sector contributes significantly to the economy.
• It operates within a complex regulatory environment that requires ethical vigilance.
Market Dynamics:
• The market is characterized by the presence of significant players.
• Digital transformation and patient-centricity are key trends.
• Counterfeit drugs and generic competition present ongoingchallenges.
CONCLUSION

25. Strategic Balance:
• There is a need to balance business objectives with ethical practices.
• The industry must navigate between profitability and ethical responsibilities.
Future Prospects:
• Growth opportunities exist in the generic drug market and digital health solutions.
• Emerging technologies are set to redefine sales and marketing strategies.
• Innovation and regulatory agility will be pivotal forfuturesuccess.

26. THANK YOU
PRESENTED BY
SWAMI POOJA RAJKUMAR
PRASHANTH KUMAR
SONAL N PATEL
MAYURI PRABHURAO PATIL
YUVARAJ AMRUTH