pharmacy_marketing_p_20250830064441.pptx

Scope: The pharmaceutical industry not only needs highly qualified researchers, chemists and, technical people, but also requires skilled managers who can take the industry forward by managing and taking the complex decisions which are imperative for the growth of the industry. The Knowledge and Know-how of marketing management groom the people for taking a challenging role in Sales and Product management. Course Objective: The course aims to provide an understanding of marketing concepts and techniques and their applications in the pharmaceutical industry. Unit I Marketing: 10 Hours Definition, general concepts and scope of marketing; Distinction between marketing & selling; Marketing environment; Industry and competitive analysis; Analyzing consumer buying behavior; industrial buying behavior.

1. Marketing in Pharmacy Definition, Concepts, Scope & Applications Course: B. Pharm Faculty: (Your Name) Made with Genspark © 2025 | Pharmacy Marketing

2. Learning Objectives By the end of this unit, students will be able to: Define and explain marketing in pharmacy Understand core concepts and terminologies of pharmaceutical marketing Differentiate between marketing & selling Identify key distinctions in approaches and strategies Understand the marketing environment Analyze internal and external factors affecting pharmaceutical marketing Conduct industry & competitive analysis Apply frameworks like Porter's Five Forces and SWOT analysis Analyze consumer and industrial buying behavior Examine decision- making processes in pharmaceutical purchasing Made with Ge n 2 s p a r k Marketing in Pharmacy | B.Pharm

3. Definition of Marketing American Marketing Association (AMA) "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society." Made with Ge n 2 s p a r k Marketing in Pharmacy | B.Pharm In Pharmaceutical Context Marketing ensures safe, effective, and ethical distribution of medicines & healthcare services by: Creating awareness about appropriate medication use Building relationships between healthcare providers and patients Delivering value through improved health outcomes Balancing business objectives with healthcare ethics

4. General Concepts of Marketing Production Concept Focus on availability & affordability through efficient production and distribution Example: Generic drug manufacturers focusing on high-volume, low-cost production Product Concept Focus on quality & innovation to create superior pharmaceutical solutions Example: R&D- focused companies developing novel drug formulations or delivery systems Selling Concept Aggressive promotion to push sales regardless of customer needs Example: Intensive medical representative visits to promote OTC products Marketing Concept Identifying and satisfying customer needs more effectively than competitors Example: Patient support programs and doctor education for chronic disease medications Societal Marketing Concept Balancing profit, consumer welfare & society's health considerations Example: Vaccine awareness campaigns and corporate social responsibility initiatives Made with Ge 4 nspark Marketing in Pharmacy | B.Pharm

5. Scope of Marketing Key areas in pharmaceutical marketing include: Made with Ge n 5 s p a r k Marketing in Pharmacy | B.Pharm Product Planning & Development Formulating new medicines, improving existing products, and ensuring regulatory compliance for pharmaceutical products Pricing Strategies Balancing profitability with accessibility, reimbursement considerations, and competitive pricing for drugs and healthcare products Promotion & Advertising Ethical promotion to healthcare providers, patient education materials, and direct- to- consumer advertising where permitted Distribution Channels Supply chain management, pharmacy distribution networks, hospital procurement systems, and e- pharmacy solutions Market Research & Analysis Studying doctor preferences, patient needs, competitor analysis, and healthcare trends to inform marketing decisions Pharma Branding & Patient Education Building trust through brand integrity, disease awareness campaigns, and patient support programs

6. Marketing vs. Selling Aspect Focus Orientation Strategy Pharma Example Selling Company's needs Product- driven Push strategy (Short- term sales focus) Aggressive MR visits Frequent calls to doctors to push products Marketing Customer's needs Market- driven VS Pull strategy (Long- term relationship focus) Patient awareness + doctor trust Educational programs, clinical evidence Made with Ge n 6 s p a r k Marketing in Pharmacy | B.Pharm

7. Marketing Environment Internal Environment Factors within the pharmaceutical company's control Company Policies Research & Development Manufacturing Capabilities Marketing Strategy Financial Resources Made with Ge n 7 s p a r k Marketing in Pharmacy | B.Pharm External Environment Micro Factors Suppliers Distributors Customers Competitors Macro Factors (PESTLE Analysis) Political Healthcare policies, regulations Economic Market conditions, inflation Social Demographics, health trends Technological R&D advances, digital health Legal Drug approvals, patents Environmental Sustainability, waste mgmt

8. Industry & Competitive Analysis Porter's Five Forces in Pharmaceutical Industry Industry Rivalry Competition between branded & generic manufacturers New Entrants High R&D costs & patent barriers limit new players Supplier Power API suppliers & technology providers influence costs Buyer Power Insurance, hospitals & govt. have significant influence Substitutes Generics, biosimilars & alternative therapies SWOT Analysis for Pharma Companies Strengths Strong R&D capabilities Patent portfolios & intellectual property Established distribution networks Weaknesses High costs of drug development Long approval timelines Patent cliff vulnerabilities Opportunities Growing aging population Emerging markets expansion Digital health integration Threats Stringent regulatory requirements Price control & reimbursement policies Rising competition from generics Made with Ge n 8 s p a r k Marketing in Pharmacy | B.Pharm

9. Consumer Buying Behavior Influencing Factors Cultural Health beliefs, traditions, cultural norms about medication Made with Ge n 9 s p a r k Marketing in Pharmacy | B.Pharm Social Doctor's advice, peer influence, family recommendations Personal Income, health status, age, lifestyle, personal preferences Psychological Trust, risk perception, beliefs about effectiveness Decision- making Stages Pharma Application: Understanding these factors helps marketers develop targeted communications and patient education programs that address specific concerns and decision points. 1 Need Recognition Patient recognizes health issue requiring medication 2 Information Search Consults doctors, online research, pharmacy advice 3 Evaluation of Alternatives Compare brands, generics, prices, side effects 4 Purchase Decision Selection and acquisition of specific medication 5 Post-purchase Behavior Satisfaction evaluation, potential repurchase decisions

10. Industrial Buying Behavior Marketing in Pharmacy | B.Pharm Who Buys in Pharmaceutical Industry? Hospitals Retail Pharmacies Healthcare Clinics Government Agencies Wholesalers Key Characteristics Derived Demand Demand is linked to patient needs and healthcare requirements rather than direct consumer preferences Complex Decision- Making Involves formal procurement procedures, tenders, approval boards, and multiple decision- makers Long- term Relationships Focus on building stable supply partnerships with reliable pharmaceutical manufacturers Example: Government Procurement of Vaccines Multi- stage bidding process with specific quality requirements Large volume orders with negotiated pricing structures Long- term contracts with scheduled delivery timelines Influenced by public health policies and budget allocations Made with Genspark 10

11. Summary Key Takeaways Patient- Centered Value Marketing in pharmacy extends beyond selling— it focuses on delivering value to patients, healthcare providers, and the broader healthcare ecosystem. Environment & Competitive Analysis Understanding marketing environment and competitive forces helps pharmaceutical companies develop effective strategies for market penetration and growth. Consumer & Industrial Behavior Analyzing both consumer and industrial buying behavior ensures successful product adoption across different market segments. Made with Ge 1 n 1 spark Marketing in Pharmacy | B.Pharm

12. Discussion / Activity: Case Study Pharma Product Marketing Strategy Analysis Select one of the following pharmaceutical products and analyze its marketing strategies in different contexts. Choose a product: Made with G e 1 n 2 s p a r k Marketing in Pharmacy | B.Pharm Paracetamol Insulin ORS Antibiotics Blood Pressure Medication Analysis Tasks: Identify its marketing strategy Analyze the 4Ps (Product, Price, Place, Promotion) and market positioning What unique selling proposition does the product have? How is it positioned against competitors? What channels are used for promotion? Differentiate how it is sold to consumers vs. hospitals Compare B2C and B2B marketing approaches for the same product Consumer Market Branding, packaging, advertising, retail distribution Hospital/Institutional Market Bulk packaging, tender process, relationship marketing