Marketing of Pharmaceutical Products

Sometimes pharmaceutical marketing is also referred to as medico-marketing which is the business of promoting or advertising the sale of drugs or pharmaceuticals. If you would like to know more about this process, then this article is here for you.

Surely, you will gain more ideas on how to successfully market pharmaceutical products without difficulties.

Most people today do not regard products in healthcare as products. What they do not know is that the companies manufacturing and distributing the healthcare products just rely on the same strategies and tools used in marketing the usual consumer products like spaghetti sauce and potato chips. Healthcare companies also develop branding strategies and product marketing in targeting and reaching consumers, hospitals, physicians and retailers. Through this, the brand preferences will be achieved and sales will also be generated.

How Marketing of Pharmaceutical Products Happens

In the field of healthcare, the most common form of marketing is the over-the-counter also known as OTC. In accordance with Science Daily, the pharmaceutical companies were able to generate a total of $245 billion in the year 2004.The big pharmaceutical businesses just like the other businesses spend large amount of money in the marketing process just to make sure that the medication preferences are maintained over the generic drugs sold by drug stores. They come in the following categories: nutritional supplements, vitamins, allergy medications, aspirin and cough syrup.

Business-to-business product advertising is also another strategy in order to achieve sales and distribution in different stores such as discount dollar store chains, super stores, grocery stores and drug stores as well. In developing newspaper advertising and special displays, the marketing and healthcare product sales representatives work with merchandisers and buyers.

Another form of pharmaceutical products marketing is through retail consumers. The retail, grocery and drug stores also spend time and money just to market the healthcare products they sell via direct mail, radio and TV directed to the consumers. To make their brands highly recognized by the consumers, the retailers promote discounts. This is one of the best marketing strategies because consumers are always attracted with discounted brands. Aside from products, they also spend time in marketing convenience service which includes drive-thru prescription pick-up service and “open 24 hours” promotion.

To assure that the targeted sale will be achieved in a definite period of time, medical supply and equipment companies also take time in targeting consumers. The following are just some of the medical products that are commonly marketed by these medical companies: diabetes equipment, oxygen equipment and wheelchairs. All the forms of media are also being used by these companies to ascertain that a large audience of consumers will be reached.

There are also companies that specialize in manufacturing hospital equipment and of course, their targets are no other than the large hospitals which can pay them a large amount of the equipment they manufacture.


  • Arun Joshi said on December 15, 2012
    I am based at Nainital a town situated at Uttarakhand, India. need the stuff related to Marketing of Pharmaceutical Products & Branding. Thanks KRISHNAARYAN INDIA
  • Tarun Kumar Garg said on September 16, 2014
    hello sir myself tarun i want to start my mew business of medicine marketing . so plz guide me how can i do so.


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