Journal of Management Research and Analysis
Official Publication of Innovative Education and Scientific Research Foundation
Official Publication of Innovative Education and Scientific Research Foundation
Print ISSN: 2394-2762
Online ISSN: 2394-2770
CODEN : JMRABX
Journal of Management Research and Analysis (JMRA) open access, peer-reviewed quarterly journal publishing since 2014 and is published under auspices of the Innovative Education and Scientific Research Foundation (IESRF), aim to uplift researchers, scholars, academicians, and professionals in all academic and scientific disciplines. IESRF is dedicated to the transfer of technology and research by publishing scientific journals, research content, providing professional’s membership, and conducting conferences, seminars, and award programs. With more...Original Article
Author Details :
Volume : 5, Issue : 2, Year : 2018
Article Page : 133-139
https://doi.org/10.18231/2394-2770.2018.0021
Abstract
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.
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
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