Scanning the impact of pharmaceutical marketing on doctors’ prescribing behaviour amidst post covid era: A critical review

Abstract

Indian pharmaceutical industry is one of the most prominent industry in the world. It is one of the highest producers & distributors of medicines. Likewise, Indian pharmaceutical market has distinct features, and for the companies who wanted to promote their products in Indian market, have their own opportunities and limitations.

There are only few sectors which have flourished in Covid-19 period and pharmaceutical industry is one of them. Therefore, implementing correct pharmaceutical marketing strategy has been the need of hour to ascertain maximum benefits.
Purpose: This paper analyses the role of pharmaceutical marketing on prescribing behaviour of doctors worldwide.
Methodology: For this purpose, qualitative approach of literature review is used.
Finding: The finding reveals that there are several strategies used by pharmaceutical companies for the promotion of the branded medicines, which have a strong influence on the prescribing behaviour of doctors.