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Journal of Management Research and Analysis

Application of integrated marketing communication in pharmaceutical industry

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Author Details : Ashok Panigrahi, Komal Aware, Akshay Patil

Volume : 5, Issue : 2, Year : 2018

Article Page : 133-139

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Integrated Marketing Communication is a business process or a strategy used to plan, develop, execute for brand communication program or to describe the product to your customers. The advancement of powerful communication mix in pharmaceutical advertising is complex task which identifies the target audience, deciding the correspondence targets, designing a message, choosing method of delivery and collecting feedback. Pharmaceutical promotion is divided in two phases’ in-clinic and out-of-clinic which includes information leaflets, samples, gifts and clinical-trails, seminars, camps, advertisement, etc. The paper describes about Marketing mix which includes product mix, price mix and distribution channels. It also differentiate the promotional tools like internet based, Electronic detailing, Personal selling, E-Sampling used synergistically for prescription and OTC drugs while promoting the pharmaceutical products by using Integrated Marketing Strategy. Pharmaceutical industry faces many challenges like regulatory barriers and doctor’s non-readiness for prescribing the drug products this can be overcome by convincing doctors by providing them adequate information about the quality of product and advantages over competitor’s edge whereas in case of regulatory they must follow the norms led down by the authorities.

Keywords: IMC, Pharmaceutical, OTC, Marketing Mix, FDA.

Doi : 10.18231/2394-2770.2018.0021

How to cite : Panigrahi A, Aware K, Patil A, Application of integrated marketing communication in pharmaceutical industry. J Manag Res Anal 2018;5(2):133-139

Copyright © 2018 by author(s) and J Manag Res Anal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC-BY-NC 4.0) (