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ZENITH International Journal of Multidisciplinary Research
Year : 2019, Volume : 9, Issue : 5
First page : ( 288) Last page : ( 299)
Online ISSN : 2231-5780.

Pharmaceutical marketing communication strategies and its influence on physician prescription preference

Dr. Vyas Muktak1, Mr. Panesar Ashwani2

1Associate Professor, Department of Management, Jaipur National University, Jaipur, Rajasthan

2Research Scholar, Department of Management, Jaipur National University, Jaipur, Rajasthan

Online published on 4 June, 2019.


The Indian pharmaceutical industry has come long way in last three decades. In a industry having limited companies selling some handful of molecules, today we have more than thousand companies selling millions of products to handful of doctors which is making the doctor's chamber more competitive and forcing companies to be more innovative in their communication strategies. Increasing patent filing by Pharmaceutical players, more entry of multinational corporations and more likely adoption of newer sales model like channel management, KAM and CSO is also making the environment more competitive. The analysis used in study will give us important insights about main effect of gender and age along with their interaction effect on sales promotional tools to produce statistical inferences for the target population. The study also offers managerial implications for industry to strengthen their communication tools for better productivity.



pharmaceutical marketing, personal selling, prescription preference, KAM, CSO, demographic variables.


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