Marketing of Pharma Brand-Portfolio:- A Brand Management Perspective

- Hitesh Ruparel, N. R. Institute of Business Management

Abstract:

The challenges of a rapidly changing environment compel the pharmaceutical companies to conduct research and development and explore new products continuously for the healthcare industry to combat multiple diseases. Over the last few years, the industry has added value through such innovative R & D and the author hopes that it will continue to do so in future also.

However, increase in customer influence, healthcare information explosion through internet and fierce competitive pressure from global as well as local mega brands are creating challenges for the sales and marketing personnel, especially the product and the brand managers, to develop new marketing strategies and approaches for selling their products and creating value through effective and efficient use of marketing resources.

The researcher has in fact, examined the major transformations in the international as well as the Indian scenario that are creating a challenging environment for the pharmaceutical marketers.

By highlighting the uniqueness of the pharma marketing nature, the researcher has stirred the idea of devising the brand-portfolio strategy for pharma market and highlighted the role of Pharma marketer from the perspective of a brand manager in managing marketing mix and proposed a new set of pragmatic strategies for the task.

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