Application of integrated marketing communication in pharmaceutical industry
Journal Title: Journal of Management Research and Analysis - Year 2018, Vol 5, Issue 2
Abstract
Integrated Marketing Communication is a business process or a strategy used to plan develop execute for brand communication program or to describe the product to your customers The advancement of powerful communication mix in pharmaceutical advertising is complex task which identifies the target audience deciding the correspondence targets designing a message choosing method of delivery and collecting feedback Pharmaceutical promotion is divided in two phases inclinic and outofclinic which includes information leaflets samples gifts and clinicaltrails seminars camps advertisement etc The paper describes about Marketing mix which includes product mix price mix and distribution channels It also differentiate the promotional tools like internet based Electronic detailing Personal selling ESampling used synergistically for prescription and OTC drugs while promoting the pharmaceutical products by using Integrated Marketing Strategy Pharmaceutical industry faces many challenges like regulatory barriers and doctors nonreadiness for prescribing the drug products this can be overcome by convincing doctors by providing them adequate information about the quality of product and advantages over competitors edge whereas in case of regulatory they must follow the norms led down by the authoritiesKeywords IMC Pharmaceutical OTC Marketing Mix FDA
Authors and Affiliations
Ashok Panigrahi, Komal Aware, Akshay Patil
Keywords
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- EP ID EP514123
- DOI 10.18231/2394-2770.2018.0021
- Views 123
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