Marketing Strategies of Different Pharmaceutical Companies

Kalotra, Anil

doi:10.22270/jddt.v4i2.771

Cited by 11 publications

(6 citation statements)

References 1 publication

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“…Responses ranged from strongly disagree (1) to strongly agree (5) In this study, the perceived influence of pharmaceutical marketing mix strategies on physicians' prescribing behavior in Dessie town was 55.9%. This might be attributed to pharmaceutical sectors are more likely densely accumulated to take advantage of market opportunity and since currently different pharmaceutical marketing strategies adopted by various drug companies are too attractive in developing countries [28]. Inadequate enforcement of the pharmaceutical law was establish to be the leading contributing factor to irrational prescribing practice [29].…”

Section: Discussionmentioning

confidence: 99%

Influence of pharmaceutical marketing mix strategies on physicians’ prescribing behaviors in public and private hospitals, Dessie, Ethiopia: a mixed study design

Hailu¹,

Workneh

Kahissay

2021

BMC Public Health

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Background Prescription drugs constitute the primary source of revenue for the pharmaceutical industry. Most pharmaceutical companies commit a great deal of time and money to market in hopes of convincing physicians about their products. The objective of this study is to assess perceived influence of pharmaceutical marketing mix strategies on physicians’ prescribing behaviors in hospitals, Dessie, Ethiopia. Methods Mixed methods sequential explanatory design was employed in two public and three private hospitals. A cross-sectional study design was employed by including (136) physicians working in public and private hospitals. Percentage, mean, standard deviation, and multiple linear regressions were computed using Statistical Package for Social Science. In the second phase, the phenomenological design was employed to fully explore in-depth information. Purposive sampling was used to select key informants and 14 in-depth interviews were conducted by the principal investigator. Content analysis was performed using Nvivo 11 plus and interpretation by narrative strategies. Results The overall perceived influence of pharmaceutical marketing mix strategies in physicians’ prescribing behavior was 55.9%. The influence of promotion, product, place and price strategy perceived by physicians in their prescribing behavior was 83 (61%), 71(52.2%), 71 (52.2%), 80 (58.8%) respectively. There was a statistically significant difference among marketing mix strategies (β = 0.08, p = < 0.001). Determinants on the influence of physicians’ prescribing behavior were specialty (p = 0.01) and working areas (p = 0.04). The qualitative design also generates additional insights into the influence of pharmaceutical marketing mix strategies on physician prescribing behavior. Conclusions More than half of physicians perceived that pharmaceutical marketing mix strategies influence their prescribing behavior. The qualitative design also revealed that pharmaceutical marketing mix strategies influenced physicians prescribing behavior. Strengthening the regulation and maintaining ethical practice would help to rationalize the physicians’ prescribing practice.

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Section: Discussionmentioning

confidence: 99%

Influence of pharmaceutical marketing mix strategies on physicians’ prescribing behaviors in public and private hospitals, Dessie, Ethiopia: a mixed study design

Hailu¹,

Workneh

Kahissay

2021

BMC Public Health

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“…PI came to realise that the degree of competition between companies was in acute medication, i.e. in cases of urgency as the doctor will have total openness to prescribe whatever he wants to the patient in question, which is not the case in chronic therapy (Kalotra, 2014). This is where we come into a segmentation present in PI, prescription and non-prescription medicines, where in the first type of drugs the medical prescription is related to their sale, while the second type also depends on pharmacies and the final consumer (Aitken et al, 2014).…”

Section: Pharmaceutical Industry In Portugalmentioning

confidence: 99%

The impact of RBV on value creation in the pharmaceutical industry

Costa,

Gonçalves,

Geraldes

et al. 2025

IJMDM

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A teoria da visão baseada em recursos aborda toda a complexidade da adoção de métodos estratégicos em ambientes competitivos, tal como a indústria farmacêutica, em que há uma luta constante para adquirir vantagem competitiva e para que as empresas se diferenciem das demais.Posto isto é importante compreender o impacto que a visão baseada em recursos pode ter na indústria farmacêutica, e como pode gerar vantagem competitiva para as diferentes empresas. A metodologia para a recolha de dados foi a realização de entrevistas semiestruturadas com base em perguntas que surgiram ao longo da revisão da literatura, onde foi usado o software MAXQDA para analise e codificação do corpus de cada entrevista. Concluiu-se que este tipo de estratégia tem diversos impactos positivos a nível interno e externo da indústria farmacêutica, desde a criação de ambientes mais competitivos através do sucesso da inovação, a alocação de recursos da melhor forma para satisfazer as necessidades da empresa e do mercado e claramente um maior conhecimento interno das fraquezas de cada empresa, apostando na melhoria continua.

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“…Розвитку поведінкової економіки на сьогодні присвячена певна кількість праць вітчизняних та зарубіжних авторів  науковців й практиків. Серед них такі фундаментальні роботи, як (Zerbini, 2017), (Ahmed, 2016), (Biswas, 2016) , (Costea, 2012), (Pujari, 2016), (Kalotra, 2014). В сфері оцінки поведінки споживачів фармацевтичної продукції в різних країнах світу постійно проводяться дослідження, присвячені конкретним аспектам даної проблеми, ускладнені специфікою фармацевтичного ринку.…”

Section: имитационные технологии в моделировании поведения пользоватеunclassified

“…Поведінка споживачів є предметом аналізу провідних фармацевтичних компаній, визначаючих основні тренди світового фармацевтичного ринку. Результати дослідження впливу вподобань цільових груп користувачів на формування маркетингових стратегій великих фармацевтичних компаній представлені в роботі (Kalotra, 2014). Особливий акцент в роботі зроблено на вплив «поведінкових аспектів» цільових груп на розробку й просування інноваційних препаратів.…”

Section: имитационные технологии в моделировании поведения пользоватеunclassified

Simulation Technologies in the Modelling Users’ Behaviors in the Pharmaceutical Market

2019

Bulletin of v. N. Karazin Kharkiv National University Economic Series

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The creation of a new branch of economics – behavioural economics studying the features of decision-making, resulted in changes of a number of fundamental ideas. The modern view of the economy, as a complex adaptive system, makes it necessary to use new methodologies for modeling dynamic processes, events arising over time, reproduce and transform.The apparatus of simulation modeling based on three main paradigms - Discrete Event, System Dynamics, and Agent Based - and their combinations meets these requirements Modeling the ‘arising’ behaviour of economic agents and developing forecasting models of commodity markets became possible with the advent of behavioural economics and simulation technologies. The domestic pharmaceutical market is one of the most dynamic, flexible and highly competitive, and the pharmaceutical industry is one of the active and gradually growing sectors of the Ukrainian economy. The need for taking into consideration its relationship to healthcare (with a significant range of specific agents), the active implementation of information and communication technologies, the emergence of a new type of users with complicated behaviour and a dynamic change in the preferences determines the relevance of conducting a special research of the pharmaceutical market. At the same time, application of such flexible tools as simulation technologies is gaining particular importance. The objective of this article is the reveal the possibilities of using simulation technologies in modeling the user’s behaviour in the pharmaceutical market. The article presents the results of the experiments conducted on the simulation models of consumer behavior of original and generic medicines in terms of working out their sales promotion strategies. The models are developed using the multi-level simulation paradigm (a combination of Agent-Based and System Dynamics approaches) on the platform of the AnyLogic system. In the experiments, materials from leading pharmaceutical companies of Ukraine were used. The experiments have proved the possibility to reproduce the consumers’ behaviour in dynamics, taking into account the influence of numerous stochastic factors in the market environment. Models are offered for use in the process of making managerial decisions on the production and sales of products by pharmaceutical enterprises. Models can be tailored to the specifics of a particular enterprise.

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Marketing Strategies of Different Pharmaceutical Companies

Cited by 11 publications

References 1 publication

Influence of pharmaceutical marketing mix strategies on physicians’ prescribing behaviors in public and private hospitals, Dessie, Ethiopia: a mixed study design

Influence of pharmaceutical marketing mix strategies on physicians’ prescribing behaviors in public and private hospitals, Dessie, Ethiopia: a mixed study design

The impact of RBV on value creation in the pharmaceutical industry

Simulation Technologies in the Modelling Users’ Behaviors in the Pharmaceutical Market

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