European Journal of Economic and Business (ISSN - 2456-3900)

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Psychological Mapping of Medical Practitioner for Brand Association

Reshma Nasreen

Abstract


The pharmaceutical industry has been a growing market. Despite recessions in the economy this sector continues to grow
both because of the intrinsic nature as well as government policies of liberalisation. As competition has already ushered in,
companies need to understand the dynamics of the Indian market. This study is an endeavour to understand the marketing
initiatives that would be more effective in increasing the prescribing of the concerned medicines. The traditional marketing
interventions need to be revisited and modified for greater efficacy. The study has been done in Delhi/NCR and is an honest
attempt to understand the promotional mix elements for pharmaceutical industry.

Keywords


brand association, prescribing pattern, private practitioners, government doctors, medical representative, availability, drug efficacy

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References


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