ppt of research on pharma marketing
TRANSCRIPT
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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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