STRATEGIES AND PERSONAL SALES IN PHARMACEUTICAL MARKETING - AN OVERVIEW

In pharmaceutical marketing, conception of a strategy for a new product market launch is an everyday practice, but one that is crucial for success. The aim of this paper is to provide an overview of the most relevant marketing strategies and personal sales techniques. Over time, numerous successful strategies and measures have been established for strategic and operational management of the pharmaceutical industry. Determination of the most effective mix of strategies and measures, combined with the right timing, is a prerequisite for achieving maximized sales of pharmaceutical products. In addition, a high level of market penetration should be sought at an early stage of a market launch. In conclusion it can be said that the following four strategies have been identified as the most important ones within the pharmaceutical business: (1) product/assortment market strategy, (2) price/conditions market strategy, (3) distribution market strategy and (4) diversification strategy. Finally, the design of marketing strategies in the pharmaceutical industry is based on an overarching corporate vision.