Lifestyle and general medicines: A study of promotional-mix strategies in India

Abstract

An empirical analysis has been carried out to identify the relative importance of promotional tools for prescription drugs in the pharmaceutical industry. Promotional-mix strategies have been classified corresponding to the two medicine classes, that is, Lifestyle and General, by using discriminant analysis on the primary data. It has been found that the pharmaceutical companies use different promotional strategies for different medicine classes. Also, the role and importance of each promotional tool vary according to the medicine class. The study helps in building a better understanding amongst the marketing managers of pharmaceutical companies for developing their overall promotional-mix strategy.

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