A STUDY ON THE ROLE OF MARKETING IN AUGMENTING THE PATIENT ACCESS TO PHARMACEUTICAL CARE

Abstract

Pharmaceutical Industry is one of the premier and global Industry. It has a wide range of scope right from over the counter (OTC) products to life savings drugs to medical equipment. Pharma Marketing is the decider for Organisations in the Pharma Industry. The Nature of Marketing the Pharma products certainly differs from the regular Marketing however the domain remains the same i.e., Need recognition and serving the solution. Marketing in the pharmaceutical sector has historically been linked to sales-oriented tactics and product promotion targeted mainly at medical professionals. However, marketing has a considerably more strategic and significant function in the patient-centered healthcare environment of today. It ensures that drugs reach the people who need them the most by acting as a vital link between patient access and pharmaceutical innovation. Pharmaceutical businesses may increase illness awareness, encourage treatment adherence, and improve health literacy by utilizing focused marketing strategies, such as educational programs, internet outreach, and community participation. Reaching underprivileged groups and tackling health inequities are two areas where these initiatives are very beneficial. Additionally, marketing helps patients and caregivers make well-informed decisions by guiding them through a variety of intricate treatment alternatives.