A Study of Physicians Behaviour toward Marketing of Pharmaceutical Products (A Case Study of Indian Market)

The objective of pharmaceutical marketing is to make profits through satisfying customer needs and wants. Hence, the marketers have to understand the real needs, wants, belief and attitude of customers towards products and services.With Product patent being implemented in India, the operating dynamics of the Indian pharmaceutical industry are poised for significant changes. The pace at which Indian companies were able to introduce new formulations till now is likely to slow down considerably. One of the biggest changes for the future would be the focus on ‘marketing’ that would get significant momentum to drive corporate performances. In short, understanding customer needs and expectations would become the mantra for success in years to come.Indian Pharmaceutical Marketing SystemPharmaceutical marketing is a specialized field where medical representatives form the backbone of entire marketing effort. Pharmaceutical companies also appoint medical representatives and assign them defined territories. Medical representatives meet doctors, chemists and stockiest as per company norms. Medical representatives try to influence prescription pattern of doctors in favour of their brands. (Sahad P.V. & E. Kumar Sharma, Business Today, December 4, 2005) [1], (Dr. Rajan T D, Getting into the physician’s mind, Express Pulse 2006) [4].The pharmaceutical distribution channel is indirect with usually three channel members i.e. depot/C&F, stockiest and chemist. Pharmaceutical companies appoints one company depot or C&F agent usually in each state and authorized stockiest in each district across the country. Company depot/C&F sends stocks to authorize stockiest as per the requirement. Retail chemists buy medicines on daily or weekly basis from authorized stockiest as per demand. Patients visit chemists for buying medicines either prescribed by a doctor or advertised in the media. (Dogra Sapna, Revamping distribution network, Express Pharma Pulse, May 2006) [2], (Phillip Kotler, 2004) [5].