Pharmaceutical Sales and Marketing

The consumer is the end user who buys for self-use, shaping brand image through product quality; external factors do not directly affect decisions, while motivation and attitude influence buying behavior.

Explore Maslow theory of motivation as it applies to consumer buying behavior, outlining the hierarchy from physiological needs to self-actualization and related motivational links.

Define consumer ability as the resources to achieve the desired outcome—money, sources, and people—driving motivation; time constraints can hinder decision or purchase, making opportunity crucial.

Examine how two individuals perceive the same situation differently, shaping perception as they recognize, organize, and interpret stimuli across vision, hearing, taste, smell, and touch.

Explore the practical application of decision making in pharma corporate and market contexts, emphasizing quick, right decisions at the right time to influence teams and outcomes.

The lecture explains how consumer decision process varies by age, gender, race, and consumption typology, and outlines how pharmaceutical firms navigate r&d products, distribution, and brand image to drive purchases.

Industries procure raw materials and packaging from external vendors, prioritizing quality, timely supply, and cost effectiveness. They judge suppliers by quality to protect the brand and ensure reliable customer delivery.

Explains industrial distribution from manufacturers to customers, notes online channels and various buyers (OEMs, distributors, institutional customers), and summarizes the eight-phase buying decision process.

Learn the three common buying situations—new purchase, modified rebuy, and straight rebuy—and how they influence supplier selection in pharmaceutical sales and marketing.

Explore the Webster and Wind model and the sheet model of organizational buying behavior, outlining four influencing variables: environmental, organizational, buying center, and individual, plus component and situational factors.

Explore the sheet model's three components—biases, active search, perception—and how they shape autonomous or joint buying, influenced by time pressure, company factors, and brand or supplier choice.

Explore the pharmaceutical market through basic marketing concepts, including market size, segmentation, targeting, and physician prescribing habits, plus the role of marketing research in meeting customer needs.

Explore pharmaceutical marketing fundamentals, including market segmentation, targeting, consumer profiles, patient choice of physician and retail pharmacy, and the role of marketing research in demand assessment, production planning, and distribution.

Understand the size and composition of the Indian pharmaceutical market, noting branded generics dominance, low prices due to intense competition, and the strong role of local players.

The Indian home healthcare market grew from 8.8 billion in 2022 to about 10.5 billion in 2023, while the broader pharmaceutical market rose to 1.8 lakh crore.

explore falsification concerns in the pharmaceutical industry and analyze bulk drug growth, formulation trends, and india’s rising global market share, including generic drugs and active pharmaceutical products.

Explain API and formulations, differentiate branded from generic drugs, and show how India’s generic hub supports entrepreneurship and NDA (abbreviated new drug application) filings.

Explore the growth of the pharmaceutical industry, illustrated by a graph showing year-by-year increases, and discuss how the sector can continue to expand.

Break a heterogeneous market into homogeneous segments and select target segments that meet needs better than competitors, using pharmaceutical examples like otc drugs, anticancer, antimalarial, antibiotics, vaccines, and cosmetics.

Track changing customer behavior trends with marketing segmentation to provide precise measurement, target segments, assess product acceptance, and optimize production, advertising, and promotions.

Explore market aggregation as the opposite of segmentation, grouping all product marketplaces into a single mass and, for single product firms, covering other segments when needed.

Explore market segmentation criteria including geographic, demographic, socio physiological, product, benefit, and volume segmentation, and compare undifferentiated, differentiated, and concentrated marketing strategies.

Evaluate targeting segments by size, growth, and structural attractiveness, assess competitive and buyer or supplier threats, and align with company objectives when selecting single, selective, product, market, or full coverage.

Positioning depends on differentiating a company's offer from competitors, identifying a target market, and pricing strategically, with examples from pharma brands and consumer electronics.

Investigate motivation and prescribing habits of physicians. Discover how hospital protocols, brand preferences, and promotional tools influence drug selection, and how prescribing behavior studies inform market strategies.

Prescribing behavioral studies reveal how physicians' drug choices align with company preference and hospital protocols, shaping prescribing patterns and market strategies for different disease severities.

Explore factors affecting patient compliance, including refills, adherence, and premature discontinuation, and examine how patient motivation influences self-medication and the social and legal pressures on drug distribution and marketing.

Explore consumer motivation through psychological studies of basic human needs: hunger, thirst, and sleep, along with safety needs, economic and social security, and belonging and love.

Explore how changes in well-being drive health decisions, from symptom clarity and interference to prognosis, treatability, and cause, plus interpersonal influence and patient–doctor dynamics shaping prescriptions.

Trace the history and role of medical representatives from 1850 to today, training physicians and persuading prescriptions, and extending gifts while linking research and development with market demand.

Explore how promotion and price shape physician prescribing, including sample strategies, market feedback, pricing decisions, and the impact of corporate image on patient volume.

Explore market analysis and marketing research to identify demand, guide production planning, and design sales strategies through internal and external data, consumer feedback, and ground-level methods.