JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD B. Pharmacy IV PHARMACEUTICAL MARKETING Previous Question Paper (July/August-2022 - R17)

Pharmaceutical marketing is the systematic process of identifying, anticipating, and satisfying the needs of patients, physicians, and healthcare providers through the ethical promotion and distribution of pharmaceutical products to improve health outcomes.

The differences between marketing and selling are:

The functions of marketing include: 1. Market research to identify consumer needs; 2. Product planning and development; 3. Pricing strategies; 4. Distribution and logistics management; 5. Promotion and advertising; 6. Sales force management; and 7. Customer service and relationship management.

The socio-psychological characteristics of a consumer significantly influence their purchasing decisions in the healthcare sector. These include:

• Social Factors: These include reference groups (family, friends, and professional peers), social roles, and status. In pharmaceuticals, a physician's recommendation or peer influence often dictates the choice of brand.
• Cultural Factors: Cultural values, subcultures, and social class shape a consumer's perception of health, illness, and the acceptability of specific treatments or alternative medicines.
• Psychological Factors: These include motivation (the drive to overcome illness), perception (how a patient interprets information about a drug), learning (past experiences with medication), and beliefs/attitudes (trust in a specific manufacturer or drug class).
• Personal Factors: Factors such as age, life cycle stage, occupation, economic situation, and lifestyle influence the affordability and necessity of pharmaceutical products.