Marketing Practices In Pharmaceutical Industry. Understanding Indian Market

      Аннотация: Pharmaceutical marketing is a specialized field where medical representatives form backbone of entire marketing effort. Pharmaceutical company also appoints medical representatives and assigns them defined territories. Medical representatives meet doctors, chemists and stockists as per company norms. Medical representative try to influence prescription pattern of doctors in favour of their brands. Pharmaceutical distribution channel is indirect with usually three channel members i.e. depot, stockist and chemist. Pharmaceutical company appoints one company depot or C&F agent usually in each state and authorized stockists in each district across the country. Company depot sends stocks to authorized stockists as per the requirement. Retail chemists buy medicines on daily or weekly basis from authorized stockists as per demand. Patients visit chemists for buying medicines either prescribed by a doctor or advertised in media. This research explores Indian pharmaceutical marketing system , physicians and chemists expectations from pharmaceutical company.

Ключевые слова: Pharmaceutical Marketing, Indian Pharmaceutical Industry, Marketing Practices, Prescribing behavior, Marketing, physician, pharmaceutical, Medical Representative, Medicine Marketing