A Review - Concept of Pharmaceutical Marketing

Marketing is the essence of business, and the global business community has accepted the norm of effectively marketing products in order to achieve desired results. The pharmaceutical industry is a premier and global industry. It covers a wide range of products, from over-the-counter (OTC) items to life-saving drugs and medical equipment. So much so that Pharmaceutical Education has its own section within Medical Education, and this premium education experience serves as the foundation for Pharma Product manufacturing. Bringing these products to market necessitates specific skills, and thus represents the efforts of Pharmaceutical Marketing. In comparison to general product marketing, pharma marketing entails even more essentials because it falls into the category of useful & needy products rather than desired products because no one plans to buy a medicine or medical equipment unless prescribed or advised by a doctor. This factor represents a significant challenge in the field of pharmaceutical marketing. The purpose of this review paper is to better understand the essence and concept of pharmaceutical marketing. It also intends to conduct a thorough review of the existing literature on Pharmaceutical Marketing and present the findings. Secondary data was used to complete this conceptual study. It includes the ideas of authors and researchers who have made contributions to the Pharmaceutical Marketing domain. The Review is divided into studies of Marketing Mix, Consumer Behaviour towards Pharma Products, Green Marketing Approach, and Pharma Marketing Execution. The papers and literature reviewed were chosen for the author’s convenience and judgement, which may result in study limitations and the inferences presented being indicative rather than exhaustive.