Imperfect Pharmacy Notes 8th Semester
PHARMA MARKETING MANAGMENT
Unit 1
Marketing:
Definition, general concepts and scope of marketing, distinction between marketing & selling.
Marketing environment. Industry and competitive analysis. Analyzing consumer buying
behaviour and industrial buying behaviour.
Pharmaceutical market:
Quantitative and qualitative aspects; size and composition of the market; demographic
descriptions and socio-psychological characteristics of the consumer; market segmentation &
targeting. Consumer profile; Motivation and prescribing habits of the physician; patient’s choice
of physician and retail pharmacist. Analysing the Market; Role of market research.
OPEN UNIT 1
Unit 2
Product decision:
Classification, product line and product mix decisions, product life cycle, product portfolio
analysis; product positioning; New product decisions; Product branding, packaging and labeling
decisions, Product management in pharmaceutical industry.
OPEN UNIT 2
Unit 3
Promotion:
Methods, determinants of promotional mix, promotional budget; An overview of personal selling,
advertising, direct mail, journals, sampling, retailing, medical exhibition, public relations, online
promotional techniques for OTC Products.
OPEN UNIT 3
Unit 4
Pharmaceutical marketing channels:
Designing channel, channel members, selecting the appropriate channel, conflict in channels,
physical distribution management: Strategic importance, tasks in physical distribution
management.
Professional sales representative (PSR):
Duties of PSR, purpose of detailing, selection and training, supervising, norms for customer
calls, motivating, evaluating, compensation and future prospects of the PSR.
OPEN UNIT 4
Unit 5
Pricing:
Meaning, importance, objectives, determinants of price; pricing methods and strategies, issues in
price management in pharmaceutical industry. An overview of DPCO (Drug Price Control
Order) and NPPA (National Pharmaceutical Pricing Authority).
Emerging concepts in marketing:
Vertical & Horizontal Marketing; Rural Marketing; Consumerism; Industrial Marketing; Global
Marketing.