PPT of Research on Pharma Marketing

8/17/2019 PPT of Research on Pharma Marketing

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Critical Analysis of Innovative Marketing Practices for

Optimization in Selected Pharmaceutical Industry

A THSISSubmitted for the Award of Ph.D. degree of

PACI!IC ACA"M# O! HI$H% "&CATIO'

A'" %SA%CH &'I(%SIT#

in the

Faculty of Management Studies

By

Ruchi Sharma

&nder the Supervision of Prof) Ashok *umar +eta,at

!AC&-T# O! MA'A$M'T ST&"IS

PAHER UNIVERSITY

UDAIPUR (Raj) – 313001

2014 1

http://www.pacific-university.ac.in/Default.aspxhttp://www.pacific-university.ac.in/Default.aspx


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Innovative Marketing Practices for

Pharmaceutical Industries

Pharmaceutical Industry is regulated .y the production/

distri.ution/ selling and the marketing of the products or services ,hich

directly or indirectly includes medical/ diagnostic and healthcare)

It is regulated .y economical/ political and administrative

authority to manage at all levels) So/ the industry is governed .y .oth the

pu.lic and private sector) Therefore innovation is done in various pharma

stakeholder and is needed in chronic and acute therapeutic segment)

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Indian Pharmaceutical Industry

• The Indian Pharmaceutical industry is divided in the organized and

unorganized segments ,ith more than 01/111 manufacturers)

• It manufactures 234 .ulk drugs that are active pharmaceutical

ingredient and 554 formulations)

• Institutional clients include government hospitals/ Indian defense

service and private hospital so the scope of strategies is not limited to

private companies .ut has .een also done in the pu.lic pharmaceutical

sectors)

• Challenges ,hich needs to .e met are dual disease .urden/ lack of

infrastructure and manpo,er)

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O.6ectives

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"evelopment in Pu.lic Healthcare

• The $overnment has launched the 'ational %ural Health Mission in2117 to provide healthcare services to people and has increased the.udget on healthcare to 283 per cent of $"P from 1)9 per cent of $"Pin 2102)

• Practices like setting feasi.le and $ood -a.oratory Practices/:iological -a.oratories in Pu.lic8Private Partnership Mode are.eing planned .y the government)

• :esides this $overnment has initiated various PPP pro6ects like

#ashas,ini Scheme/ introduction of mo.ile health services in Tamil

'adu etc)

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"evelopment in Private Sector

• In private sector/ too there has .een vast improvement done to provide

the customer that is the patient ,ith afforda.le/ accessi.le and

economical ;uality services to rural and ur.an masses)

• !e, actions have also .een taken like training and educating thehealthcare staff ,hich include nurses/ physician and related person)

• Interventions like encouraging and e


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Healthcare Industry :reakup

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%esearch "esign

• Our research ,as e


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Sampling Procedure and Size

A convenient sample of t,o different groups ,as selected from &daipur/

+aipur and 'C% region as follo,s>

Sample SizeMedical %epresentative 3=9

Physician 011

The Sample Size of Physician is small due to fe, limitations)

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Medical %epresentative?s ProfileCriteria 'um.er

Age $roup

1831 51

318@1 2

@1871 025

More than 71 91

Total 3=9

$ender $roup

Male 255

!emale 92

Total 3=9

Bualification

:)A) 51

:) Com 2

:) Pharma 025

M:A 91

Total 3=9

$eographical Area

:hi,adi 51

$urgaon 2

&daipur 025

+aipur 91

Total 3=9 10


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Physician Profile

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Criteria 'um.er

Age $roup

1831 02

318@1 2

@1871 37

More than 71 27

Total 011

$ender $roup

Male =1

!emale @1

Total 011

$eographical Area

$urgaon =1

&daipur @1

Total 011


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%espondent Sample Profile of Medical %ep)

'ame of the Pharmaceutical

Company%espondent

:IOCO' =

P!I% 9

I"P- 5

CIP-A 9

Total 3=9

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%espondent Sample Profile of Physician

'ame of the Hospital %espondent

!O%TIS 21

M"A'TA 07

MAA $A#AT%I 07

OTH%S 71

Total 011

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Percentage of Total %esponses %eceived from

Pharma Industry

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Percentage of Total %esponses %eceived from

Hospitals

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Contri.utions of Individual !actors for

Pharmaceutical Marketing

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Contri.utions of Individual !actors for

Pharmaceutical Marketing

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Marks of "ifferent %anks

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"ifferent %anks Deightage Marks

%ank @ St!"#$% A#&& 4

%ank 3 A#&& 3

%ank 2 D'a#&& 2

%ank 0 S D'a#&& 1


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S) 'o) -ist of Individual !actors Total Score

0 Promotional Measures 331

2 &nethical Standard 325

3 &se of Technology 323

@ !astest $ro,ing 309

7"ifferent Marketing

Strategy31

='on Conventional

Methods2=3

5 Medical thics 279

M'C as Challenge

222

-ist of Individual !actors for Pharmaceutical

Marketing>


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Chi S;uare Test for A,areness -evel of Medical %ep)

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S) 'o) Hypothesis %esult E 74 level

Ho 0A,areness of promotional tools in pharmaceutical

marketing is independent of gender%e6ected

Ho 2-evel of implementation of pharmaceutical marketing

in private sector is independent of ;ualificationAccepted

Ho 3-evel of positive attitude to,ards innovation in

private pharmaceutical sector is independent of ageAccepted

Ho @-evel of positive attitude to,ards innovation in pu.lic

pharmaceutical sector is independent of genderAccepted

Ho 7

-evel of a,areness of promotional strategy mitigating

corruption in pharmaceutical sector is independent of

geographical area)

Accepted

Ho =

-evel of employee improvement in performance

to,ards private pharmaceutical sector is independent

of geographical area)

Accepted

Ho 5

-evel of employee improvement in performance

to,ards pu.lic pharmaceutical sector is independent

of age )

%e6ected


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Chi S;uare Test for A,areness -evel of Physician

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S) 'o) Hypothesis%esult E 74 level

Ho


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!indings

• (arious domestic companies are competing ,ith the foreignpharmaceutical firms)

• Pharmaceutical marketing is taught from grass root level to allstakesholders so it sho,s uniformity in there implementation level)

• Males ,ere more a,are a.out the promotional strategies than females)

• Price approval mechanism takes =8 ,eeks)

•People suggests that the pu.lic a,areness should .e enhanced) 22


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%elated Issues

• Intense competition leads to unethical practices)

• -ack of kno,ledge affects the strategies)

• (arying customer perception leads to huge deviations

• High attrition rate of the sales personnel occur)

• Cost affects the production and marketing strategy)

• Time affects .usiness value at medical representative level)

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Conclusion

• De analyzed the performance of various pharmaceutical companies

,orking in fe, regions of %a6asthan and 'C% on the .asis of three

aspects viz) marketing/ human resource and technology)

• -ack of general a,areness among people regarding the healthcare

services) (ery fe, people are a,are of the services provided .y

pharmaceutical firms) Thus/ lack of marketing measures makes the

efforts inefficient)

• (arious stakesholders are e;ually responsi.le for drug promotion)

Therefore proper regulations help in lo,ering cost and providing themasses ,ith .est medications)

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!uture Potential G Suggestive !rame,ork

• %ational use of medicine can .e done .y pharmaceutical firms)

• Marketing of drugs should .e done .y providing the physician ,ith

informative ideas a.out all drugs related to product)

• Proper control on promotion is re;uired and planning to improve its

system so that all the documents can .e registered and .e returned

,ithin time and there.y saving the time)

• Access to information .y every stakesholder can play very important

role in processing/ marketing and prescri.ing drugs)

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!uture Potential G Suggestive !rame,ork

• It is important to find the key stakesholders ,hich ,ill help in

.etter communication and can .ring consistency in their servicesthere.y reducing loss and dissatisfaction among people)

• The internal/ e


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Thank you

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PPT of Research on Pharma Marketing