Application of integrated marketing communication in pharmaceutical industry Panigrahi Ashok1,*, Aware Komal2, Patil Akshay2 1Associate Professor, NMIMS University, Shirpur, Maharashtra, India 2Student, NMIMS University, Shirpur, Maharashtra, India *Corresponding Author: Email: panigrahi.ak@gmail.com
Online published on 3 January, 2019. 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. Top Keywords IMC, Pharmaceutical, OTC, Marketing Mix, FDA. Top |