Promotional Methods Contributing to the Pharmaceutical Brand Building: An Empirical Study

Harikumar Pallathadka; Laxmi Kirana Pallathadka

doi:10.55544/ijrah.2.6.16

Authors

Harikumar Pallathadka Manipur International University, Imphal, Manipur, INDIA.
Laxmi Kirana Pallathadka Manipur International University, Imphal, Manipur, INDIA.

DOI:

https://doi.org/10.55544/ijrah.2.6.16

Keywords:

Promotional Methods, Advertising, Medical Representatives, Pharmaceutical Industry, Physicians

Abstract

In recent decades, there has been a paradigm change in India's attitudes on healthcare. In recent years, India, like other developing nations, has seen a steady increase in noncommunicable illnesses. Cardiac illness, diabetes, gastrointestinal and neurological system ailments are increasing. International health agencies and non-governmental organizations (NGOs), and the government healthcare system have expanded their attention on these illnesses. Because of an overall improvement in the people's socio-economic situation and education level, there has been an increase in population awareness and treatment and advice-seeking behavior. This has increased pharmaceutical research and development as well as marketing. This study is empirical. It has been found that promotional methods are essential for the pharmaceutical industry and influence physicians to get good results. A sample of 211 respondents was surveyed to know promotional methods in the Pharmaceutical Industry and their level of effectiveness in influencing physicians to recommend medicines. It is found that there is a significant effect of applicable promotional methods in influencing physicians to recommend medicines.

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