CHAPTER - 1

COMPANY PROFILE

COMPANY PROFILE

SKN Organics is a manufacturing company of health care products of high quality

standards, backed by high quality services to all customers. It strongly believes that quality drugs
should be made available to the common man at the most affordable price.

SKN offers a wide range of products and services with high-quality, affordable
medicines, trusted by healthcare professionals and patients all over India.

SKN is headed by well-experienced and qualified technical persons and the products are
being manufactured under the GMP standards, with the production facility to produce tablets,
capsules, liquid orals, ointments.

OILMENT In Bottle, Tube

SYRUP For Iron, cough

TABLETS Coated Tablets, Non-Coated Tablets

The modern production facility is backed by the fully equipped, sophisticated laboratory
facility. The product management, sales and marketing team is headed by experienced
professionals.

SKN company have 8 machines and 260 employees are working in the company.

HISTORY:
SKN Organics was started with manufacturing and marketing divisions in the year 1995
with Mr.T.N.Sekar as its sole proprietor. In the year 2004, SKAN RESEARCH LAB (P) LTD
was established with Mr. T.N. Sekar and Mrs. Chithra Sekar as its directors. Today we are one of
the fastest growing Pharmaceutical Company, with modern and well-equipped manufacturing
and R & D facilities , and has been serving the nation for a more than a decade . SKN provides
an excellent work environment, integrating values into its work culture.

NAME AND ADDRESS OF THE SITE:

SKAN RESEARCH LAB (P) LTD,

No. 3/7B, Thirubuvanai,
Mannadipet Commune,
Puducherry - 605 107
INDIA.
Ph No : 0413 2641284
E.mail : [email protected]
COMPANY’S OTHER BRANCHES DETAILS:

1. Central office at Thirunagari

2. Marketing (C/F) at Moulivakkam, Chennai
3. Sathya Agencies & Medicals at Sirkazhi
4. Jayashree Kalyani Agencies and Medicals at Krishnagiri
5. SRK Enterprises at Bangalore.

Mission:
We commit ourselves to total customer care by delivering high quality products and services
with total customer satisfaction and achieve leadership in chosen markets, products and services
across the india with high ethical standards, through excellence in technology.

Vision:
“Our vision is to be a leading pharmaceutical company in India and to become a significant
global player by providing high quality, cost-effective medicines, affordable and innovative
solutions in medicine “.
Values:

Our motto is “To serve all with love

Innovation: Create an environment Performance

that fosters creativity and openness Focus: Determined to
to new ideas leading to achieve our business
advancement in skills, technology objectives and explore
and processes. opportunities for accelerating
growth.

Customer Delight: Achieve Care for Society: Be

excellence in our products and responsible corporate citizens
services to exceed customer and consciously commit to
expectations and build long term social and environmental
relationships. causes.

Ownership and
Collaboration: Own and deliver
our commitments as a team. Strive
for collaborative efforts, nurturing
mutual respect and transparency.

Each of us have different upbringing that influences our views, opinions, preferences,
prejudices, beliefs etc. This diversity is our strength. We need to constantly build upon this
strength, harnessed by our core values. .

These core values, you will agree, help us develop a sense of trust, ownership and pride
amongst each of our stakeholders who are associated with Torrent. It guides us in building a
sustainable organization that can withstand the test of time.
MARKETING NETWORK

Currently we are marketing our products in the states of Tamil nadu, Karnataka, Andhra
Pradesh, Telangana, Orissa & In union territory with more than 120 Medical Representatives, 20
Managers and over 200 Stockists. We are planning to extend our product promotion by setting
up many more divisions with new field force (Medical Representatives) based at various
headquarters and also plan to launch our products in other states of India.

TEAM OF SKN GROUP

 The SKN group companies are headed by well-experienced and qualified technical
persons and the products are being manufactured under the GMP standards, with the
production facility to produce tablets, capsules, liquid orals, ointments and Liniment.
 The modern production facility is backed by fully equipped, sophisticated laboratory
facility. The product management, sales and marketing team is headed by experienced
professionals.
 The sales force consists of young highly motivated and experienced sales personnel
guided by target oriented senior managers. The training of medical sales representatives
laid special emphasis on discipline, devotion and dedication with determination in a way
to bring out the best in them.
 The wholehearted collective efforts by the members pave the way for the growth and
development of the organization.

PRODUCT PROFILE
Around 100 different formulations are being manufactured and marketed in the various
therapeutic categories such as,
Types of Product Categories of Beta-Lactum and Non Beta-Lactum. Manufactured at the
site
Manufacturing Products Range Includes:
1. Anthelmintic
2. Antibiotics
 3. Anticold
4. Anti ulcer
5. Anti oxidant
6. Non Steroidal Anti Inflammatory (NSAIDS)
7. Analgesics
8. Antiemetic
9. Antacids
10. Anesthetics
11. Steroids
12. Anti Fungal & Bacterial
13. Vitamins

Our brands of drugs have unique technical features.

BRAND
S.N NAME OF GENERIC NAME & STENGTH OF PRODUCTS
O PRODUCT

1 Acelong Aceclofenac + Paracetamol Tablet

2 Acelong-R Aceclofenac + Rabeprazole Capsules

3 Bend 400 Albendazole Tablet

4 Bend - P Albendazole Suspension

Calcium Pantothenate + Tocopheryl Acetate + Thiamine

Calplex Mononitrate + Riboflavine + Pyridoxine HCl + Niacinamide +
5 Cyanocobalamin capsule
6 Di-Cip 250 Ciprofloxacin HCl 250mg Tablet

7 Di-Cip 500 Ciprofloxacin HCl 500mg Tablet

8 Dicitral Sodium Citrate Dihydrate + Citric Acid Monohydrate syrup

9 Dicol Diclofenac Sodium Tablet

10 Dicol Plus Paracetamol + Diclofenac Potassium (Enteric coated) Tablet

11 Oxethazaine + Magaldrate + Dicyclomine HCl Tablet

Ducaine

Dried Aluminium Hydroxide Gel + Magnesium Hydroxide +

12 Oxetacaine Suspension

13 Dulide Nimesulide Tablet

14 Escort – M Miconazole Nitrate + Fluocinolone Acetonide ointment

15 Pseudoephedrine HCl + Dextromethrophan HBr + Cetirizine

Everex
Tablets

Everex Plus Pseudoephedrine HCl + Dextromethorphan HBr + Cetirizine HCl

16 Tablet + Paracetamol Tablet
 Vitamin A Palmitate + Vitamin E Acetate + Vitamin D3 +
Thiamine HCl + Pyridoxine HCl + Riboflavine-5 Phosphate
Sodium + Niacinamide + D-Panthenol + L-Lysine Mono HCl +
Evermin Drops
Cyanocobalamine + Omega-3 Acid Ethyl Esters 60 Drops

17

Methylcobalamin + Thiamine Mononitrate + Riboflavine +

Evermin Pyridoxine HCl + Nicotinamide + Calcium Panthothenate +
Tablet Tocopheryl Acetate + Folic Acid + Biotin + Chromium Picolinate
18 + Selenium Selenite + Zinc Sulphate

19 Fence Aceclofenac Tablet

20 Fence Plus Aceclofenac + Paracetamol Tablet

21 Fence - S Aceclofenac + Paracetamol + Serratiopeptidase Tablet

Fenlong - S
Diclofenac Potassium + Famotidine + Serratiopeptidase Tablet
22 Tablet

Diclofenac Diethylamine (equivalent to Diclofenac Sodium) +

23 Linseed Oil + Methyl Salicylate + Menthol Gel

Fenlong
Diclofenac Diethylamine (equivalent to Diclofenac Sodium) +
24 Capsaicin Powder 95% + Menthol + Camphor Liniment

25 Diclofenac Sodium + Famotidine Tablet

 Diclofenac Diethylamine (equivalent to Diclofenac Sodium ) +
Capsaicin Powder 95% + Mephenesin + Menthol + Camphor
26 liniment
Fenlong MR

Diclofenac Potassium + Paracetamol + Chlorzoxazone +

27 Famotidine

Paracetamol + Chlorpheniramine Maleate + Phenylephrine HCl

Flucol P+
28 + Caffeine Tablet

Flucol-650+ Paracetamol + Chlorpheniramine Maleate + Phenylephrine HCl +

29 Flucol Plus Caffeine Tablet

30 Chlorpheniramine Maleate + Phenylephrine HCl Drops

Flucol
Paracetamol + Chlorpheniramine Maleate + Phenylephrine HCl +
31 Sodium Citrate Suspension

32 Fusi Sodium Fusidate ointment

33 Giddigon Cinnarizine Tablet

34 Ibupyrin- P Paracetamol 125mg + Ibuprofen 100mg; Tablet

Ibupyrin
Paracetamol 500mg + Ibuprofen 400mg Tablet
35 Tablet

36 IPS Iron Protein Succinylate + Cyanocobalamin + Folic acid Tablet

37 Iron Protein Succinylate + Cyanocobalamin +Folic acid Syrup

38 Keeclox-L+ Amoxycillin + Dicloxacillin + Lactic acid bacillus Tablet

39 Keeclox-Kid Amoxycillin + Cloxacillin Tablet

Amoxycillin Trihydrate + Cloxacillin + Lactic acid bacillus +

Keeclox-LS
40 Serratiopeptidase Capsule

41 Keemox Amoxycillin 250 mg Tablet

42 Keemox 250 Amoxycillin 250 mg capsule

43 Keemox 500 Amoxycillin 500 mg capsule

44 Keemox Kid Amoxycillin 125mg Tablet

45 Keezole-20 Omeprazole 20mg Capsule

46 Levy-250 Levofloxacin 250mg Tablet

47 Levy-500 Levofloxacin 500mg Tablet

48 Lorlin-4mg Lornoxicam 4mg Tablet

49 Lorlin-8mg Lornoxicam 8mg Tablet

Lornoxicam + Capsaicin powder 95% + Menthol + Camphor

Lorlin
50 Liniment
51 Mecef 50 Cefixime 50 mg Tablet

52 Mecef 100 Cefixime 100mg Tablet

53 Mecef 200 Cefixime 200 mg Tablet

Cefixime Trihydrate + Cloxacillin sodium + Lactic acid bacillus

Mecef-XL
54 Tablet

55 Mecef-O Cefixime + Ofloxacin Tablet

56 Mecon-150 Fluconazole Capsule

58 Mecort Methylprednisolone Tablet

Capsaicin + Methyl Salicylate + Menthol + Camphor +

Myoflex
59 Eucalyptus Oil ointment

60 Noxyl-100 Cefpodoxime 100mg Tablet

61 Noxyl-50 Cefpodoxime 50mg Tablet

62 Noxyl-200 Cefpodoxime 200mg Tablet

63 Onil-200 Ofloxacin Tablet

64 Onil-OZ Ofloxacin + Ornidazole Tablet

 Ofloxacin + Clotrimazole + Beclomethasone + Lignocaine
Otinex
65 Hydrochloride

66 Plus Ointment Povidone-Iodine + Metronidazole ointment

67 Renew Glucosamine Sulphate Potassium Chloride 500mg Tablet

Glucosamine Hydrochloride+ Diacerein + Menthol +Camphor

Renew
68 +Capsaicin ointment

Bromhexine Hydrochloride + Salbutamol Sulphate +

69 Guaiphenesin + Menthol
Respinil
Salbutamol Sulphate + Bromhexine Hydrochloride +
70 Guaiphenesin

71 Rezol-D Rabeprazole Sodium + Domperidone Capsule

72 RS-150 Ranitidine Tablet

73 SK Dox Doxycycline Capsule

75 Doxycycline Hyclate Tablet

Terbutaline Sulphate + Ambroxol Hydrochloride + Guaiphenesin

Servex +
76 + Menthol syrup

Paracetamol + Loratadine + Pseudoephedrine Hydrochloride +

Sreyas
77 Dextromethorphan Hydrobromide + Caffeine Tablet
 Paracetamol + Detromethorphan Hydrobromide +
78 Pseudoephedrine Hydrochloride + Cetrizine Hydrochloride syrup

79 Sreyas LS Desloratadine and pseudoephedrine hydrochloride tablets

80 Srimol 650 Paracetamol tablets

Chlorpheniramine Maleate + Dextromethorphan Hydrobromide

Tanex Syrup
81 syrup

82 Vepzyme Magaldrate + Papain + Fungal Diastase + Simethicone tablet

83 Vincee Tablet Calcium Ascorbate + Zinc Gluconate Tablet

84 Zoldix Norfloxacin + Metronidazole suspension

85 Plus S Povidone-Iodine + Sucralfate+ Metronidazole ointment

86 Jana Diclofenac diethylamine Liniment

Bromin AX
Azithromycin Dihydrate + Ambroxol HCl Tablet
87 500

88 Fenin-250 Paracetamol suspension

PRODUCTION
Brief description of production operations:
MANUFACTURING PROCESS

I. TABLETS:

Approved Active-ingredients and diluents are sieved in the sifter and mixed in the mixer.
Binding paste prepared and added to the mixed powder and mixed well to get good granules.
Wet granules dried in the drier and passed through sieves in Multimill or granulator. Granules
are re-dried and lubricated with approved lubricants.

Analyzed lubricated granules compressed in the tablet compression machines and tablets are
subjected for de-dusting and visual inspection. After Q.C approval the tablets are Blister/strip
packed or counted for bulk packing. After Q.A.D clearance the packed tablets are sent to bonded
store room and dispatched from bonded stores for sale.

II. CAPSULES:

Approved Active-ingredients and diluents are sieved in the sifter and mixed in the mixer.
Binding paste prepared and added to the mixed powder and mixed well to get good granules.
Wet granules dried in the drier and passed through sieves in Multimill or granulator. Granules
are re-dried and lubricated with approved lubricants.

Analyzed lubricated granules filled in the capsule filling machine, and are subjected to polishing
and visual inspection. After Q.C approval the capsules are Blister/Strip packed or counted for
bulk packing. After Q.A.D clearance the packed Capsules are sent to bonded store room and
dispatched from bonded stores for sale.
QUALITY CONTROL:

Activities of the Quality control Department:

 The company has well equipped quality control laboratory with
sophisticated analytical instruments and qualified analysts. All types of
analysis are carried out in this laboratory, i.e., Physical, Chemical and packing
materials testing.
 Each and every incoming raw material and packing material are tested as per
the laid down specifications. Besides raw and packing materials all the bulk
and In-process samples are analyzed as per specifications. 100% analysis is
carried out as per specifications. Suppliers test certificates wherever
appropriate are received only for reference purpose. Microbiological analysis
include total aerobic microbial count for raw materials, bulk sample and
finished products and absence of pathogens for raw water and DM water, etc
are carried in outer commercial lab.
 All the batch documents received from production are thoroughly reviewed
by quality assurance for detecting any deviation. Batch dockets are
thoroughly reviewed by Quality Assurance for yield and reconciliation of
packing material. The batch documents are reviewed for quality control
parameters and also GMP compliance and finally the batch are released by
Quality Assurance Manager.
 Quality Assurance department is responsible for overall control of
documentation and all Master formula and methods, specifications. Quality
Assurance department also approves all standard operating procedures of
other departments before being implemented. All the activities carried out in
Quality Control are controlled by standard operating procedures and
currently nearly 50 SOP’s are in operation. The indexes of SOP’s are enclosed.

 Use of outside scientific analytical or other technical assistance in

manufacturing and analysis:
  Sending the samples for outside Laboratories like A to Z, Pharma Lab & Ideal
analytical lab for analysis with GC & IR.

QUALITY ASSURANCE
RESPONSIBILITY OF THE QUALITY ASSURANCE FUNCTION:

* Approval / Rejection of Raw material, Packing Materials and Finished Products.

* Approval of Art works.

* GMP / GLP Enforcement, Internal Audit & Training.

* Controlling Standard Operating Procedures

* Vendor Assessment

* Control of printed Packaging Materials

* In process quality control Release / Rejection.

* Stability review.

* BMR review

* Analytical method & process validation

* Complaint handling & regulatory affairs

* Product recalls, Reprocessing & Rejection Handling.

ELEMENTS OF QUALITY ASSURANCE SYSTEM:

Quality Assurance department is headed by Manager - Q.A. The team is well

qualified, highly experienced which includes Q.A. Analysts and Lab Assistants, etc., The Q.A.
Organogram and responsibilities of individuals are enclosed.

Q.A department has well defined specifications (pharmacopoeia and in-house non
pharmacopoeia) along with methods of analysis for ready reference of analyst. Q.A
department has well defined GMP program also for in-process production stages. Each
stage is critically examined by in-process chemist and deficiencies / deviations are
immediately intimated to manager - Q.A. who in turn takes up the matter with the director.
There are well-defined procedures for environmental control, which include routine
microbiological monitoring of air in the production area. The quality of water used in
pharmaceutical preparation is monitored by chemical and microbiological analysis and
adequate feedback is given to the production department for necessary action. Stringent
In-process controls done on tablets & capsules.

QUALIFICATION, VALIDATION & CALIBRATION:

GENERAL POLICY FOR PROCESS VALIDATION:

As per the company’s policy, every formula and method is adopted only after
validation.

Prior to the preparation of Master Formula & Method (MFM), the manufacturing process is
validated as per the protocols, on five batches, which is repeated whenever there is a
change in the process or equipment.

Identified key processes and control specifications are validated during product scale-up
for following parameters.

* Dissolution * Size * Disintegration

* Friability * Weight variation * Hardness

* Assay * Moisture Content.

POLICY FOR CALIBRATION:

All the equipment and instruments are standardized and calibrated before use as per
the procedure and frequency mentioned in sop’s. The records are maintained. Proper
calibration is done to produce materials and products within specifications which in turn
help to keep costs in line by reducing errors, failure costs, scrap and rework expenses.
LABORATORY CONTROL

Quality Assurance dept should make SOP’s and specifications on the following heads.

1. Specifications for raw material.

2. Receipt, testing and release of raw material.
3. Sampling of raw material.
4. Examination of packaging material.
5. Testing of hard gelatin capsules.
6. Specifications of finished products.
7. Sampling and testing of intermediate, bulk and finished products.
8. Testing and release of finished products.
9. Handling of product complaints.
10. Stability testing of finished products.
11. Records of analysis.
12. Retention (control samples).

List of Documents:
1. Standard Operating Procedure
2. Specification for Color, Flavor and Coating materials.
3. Specification for Raw material.
4. Reference Standard
5. Working Standards
6. Instruments History
7. QC Calibration Record (Internal)
8. QC Calibration Record (Outside Agency)
9. Spectrophotometer Calibration File
10. Glassware Certificates
11. Method of Analysis for Finished product
12. Standardization Record
13. Stability Record
14. Water Reports – DM water
15. Water Reports – Raw water
16. Training Program
17. Training Assessment record.
18. Method Validation
19. Finished product specification
20. Method development

QUALITY ASSURANCE DEPARTMENT SHOULD MAKE SOP’s AND CHECK LIST

FOR THE FOLLOWING UNDER IN-PROCESS CONTROL.

1. Weight variation of tablets and capsules

2. Hardness of tablets

3. Thickness of tablets

4. Friability of tablets

5. Disintegration time

6. Dissolution Test

7. Strip/blister packing sealing test

8. PPM of chlorine in drinking water

9. Quality of DM water

10. Absence of pathogenic organisms in DM water

11. Raw water analysis.

12. Temperature and humidity checks

The following method of destruction should be adopted for the following types of rejects.

Sl.
Type of rejects Method of destruction
No.
1. Granules, powders, tablets, Capsules. Slurry/solution in water, or special solvents if
necessary, to be dis-charged in waste stream
(drain). Incineration of solids.

2. Strips/blister packs including empty Tablets / Capsules recovered (if permitted

packs. according to the SOP!) by defoiling. Rejected
tablets / capsules destroyed (pt no.1, above)
Empty strips/blisters shredded.
 ORGANISATION STRUCTURE :

MANAGING DIRECTOR

GENERAL MANAGER

STORES PRODUCTI QA QC
MANAGER ON MANAGER MANAGER
ADMIN ACCOUNTS PURCHASE (RM/PM) MANAGER MAINTENANC
MANAGER MANAGER MANAGER MANAGER

EXECUTIVE EXECUTIVE EXECUTIVE

CANTEEN& EXECUTIVE EXECUTIVE EXECUTIVE
GARDEN QA QC MAINTENANCE
ACCOUNTS PURCHASE STORES

SEC
URIT EXECUTIVE EXECUTIVE EXECUTIVE EXECUTIVE
Y
TABLETS LIQUIDS CAPSULES EXTERNAL
HOUSE S
KEEPIN
G

FINISHED
GOODS
FLOWCHART FOR FUNCTION OF TABLETS MANUFACTURING:

Dispensing Sieving Mixing Compaction

Tablet
Compression
Blending Lubrication Sieving

Film Coating
Drying Polishing
Coating Suspention

Primary
Packing Sub- Storage
Packing
Operation division
Material

De-dust the Strip Shipper

packaging
Sealing Packaging
material Cartooning

Distribution FG Store Quarantine

FLOWCHART FOR FUNCTION OF CAPSULES MANUFACTURING:

RM DISPENSING

SIFTING

;o

GRANULATION

DRYING

LUBRICATION

CAPSULE FILLING

FILLED CAPSULES

STRIP/BLISTER PACKING

FINISHED PRODUCTS
 DISPATCH

FLOWCHART FOR FUNCTION OF EXTERNAL MANUFACTURING

RAW MATERIAL DISPENSING

BASE PREPARATION

ADDITION ACTIVE INGREDIENT

MIXING

HOMOGENISING

SIEVING

OINTMENT/LINIMENT FILLING

SEALING

CHECKING

SECONDARY PACKING

DISPATCH
FLOWCHART FOR FUNCTION OF LIQUIDS MANUFACTURING

RM DISPENSING

SUGAR SYRUP MAKING

API MIXING

FILTERATION

BOTTLE WASHING

FILLING

SEALING

VISUAL CHECKING

LABELLING

PACKING

DISPATCH
 CHAPTER - 2
OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVES:
The main objective of the study is to understand the Marketing strategies adopted by the Medical
representatives by skn organics(p)ltd.

SECONDARY OBJECTIVES:

 To identify the challenges faced in promoting the pharmaceutical products by medical

representatives.
 To investigate how medical representatives build and maintain relationship with healthcare
professionals.
 To analyze the key marketing channels and tactics utilized by medical representatives in the
market.
 To know how medical representatives measure and enhance brand awareness and reputation
in the market.
 CHAPTER – 3

REVIEW OF THE LITERATURE

MEANING OF MARKETING STRATEGIES:

Marketing strategies refer to the specific actions, tactics, and plans that a business or
organization develops and implements to achieve its marketing objectives. These strategies
involve a combination of decisions related to product development, pricing, promotion, and
distribution, all aimed at effectively reaching and engaging the target audience while gaining a
competitive advantage in the market. Marketing strategies are the actionable steps taken to
execute the broader marketing plan and achieve desired outcomes.

DEFINITIONS OF MARKETING STRATEGIES:

A marketing strategy is a long-term plan for achieving a company's goals by understanding the
needs of customers and creating a distinct and sustainable competitive advantage. It encompasses
everything from determining who your customers are to deciding what channels you use to reach
those customers.

A marketing strategy is a comprehensive plan or approach that outlines how a business or

organization will achieve its marketing objectives and goals. It involves identifying target
audiences, understanding market conditions, defining competitive advantages, and determining
the tactics and channels to promote products or services effectively. Marketing strategies
encompass various elements, including segmentation, positioning, pricing, promotion, and
distribution, all designed to maximize the company's success in the marketplace.

IMPORTANCE :

Target Audience Focus

Marketing strategies help identify and understand the specific needs and preferences
of target audiences. This enables businesses to tailor their products, services, and messaging to
better resonate with customers, increasing the chances of attracting and retaining them.
Competitive Advantage

Effective marketing strategies allow businesses to differentiate themselves from

competitors. By highlighting unique features, benefits, or value propositions, a company can gain
a competitive edge and stand out in the market.

Resource Allocation

Marketing strategies help allocate resources (budget, time, and personnel)

efficiently. They guide decisions on where to invest marketing resources for maximum impact,
ensuring a better return on investment.

Goal Achievement

Marketing strategies are aligned with specific marketing objectives and goals.
They provide a roadmap for reaching these goals, whether it's increasing sales, expanding market
share, or building brand awareness.

Adaptation to Market Changes

In a dynamic business environment, marketing strategies can be adjusted to

respond to changing market conditions, consumer behaviors, and competitive landscapes. This
adaptability helps companies stay relevant and competitive.

Brand Building: Marketing strategies contribute to building and reinforcing brand identity.
Consistent messaging and positioning across marketing efforts can enhance brand recognition
and loyalty over time.

Customer Engagement: Strategies define how businesses engage with customers through various
marketing channels, fostering relationships and building customer loyalty. Effective engagement
can lead to repeat business and referrals.

Measurement and Evaluation: Marketing strategies include metrics and Key Performance
Indicators (KPIs) that allow for the measurement of marketing efforts' success. This data-driven
approach enables businesses to make informed decisions and optimize their marketing activities.
Long-Term Growth: Marketing strategies are not just about short-term gains; they are essential
for sustainable, long-term growth. They guide businesses in building a solid customer base and
maintaining profitability over time.

Risk Management: By carefully planning marketing strategies, businesses can reduce risks
associated with market fluctuations, competitive pressures, and unforeseen challenges, making
them more resilient.

CONCEPT OF MARKETING STRATEGIES:

Production Concept:

A production concept has been described as

“Consumers will favour products that are available and highly affordable”.

Companies adopting this orientation run a major risk of focusing too narrowly on their own
operations and losing sight of the real objective. It is one of the oldest known marketing
concepts. Most of the time, the production concept can lead to marketing blind. Management
focuses on improving production and distribution efficiency.

Product Concept:

 The product concept holds that the consumers will favour products that offer the most in
quality, performance and innovative features. Marketing strategies are focused on making
continuous product improvements.
 Product quality and improvement are important parts of marketing strategies, sometimes
the only part. Targeting only on the company’s products could also lead to marketing
myopia.

Selling Concept:

 The selling concept is the idea that “consumers will not buy enough of the firm’s
products unless it undertakes a large-scale selling and promotion effort”.
 Management focuses on creating sales transactions rather than on building long-term,
profitable customer relationships.
Marketing Concept:

 The marketing concept holds- “achieving organizational goals depends on knowing the
needs and wants of target markets and delivering the desired satisfactions better than
competitors do”.

Here marketing management takes a “customer first” approach.

 Under the marketing concept, customer focus and value are the routes to achieve sales
and profits.
 The marketing concept is a customer-centered “sense and responds” philosophy. The job
is not to find the right customers for your product but to find the right products for your
customers.

Societal Marketing Concept:

 Societal marketing concept questions whether the pure marketing concept overlooks
possible conflicts between consumer short-run wants and consumer long-run welfare.
 The societal marketing concept holds “marketing strategy should deliver value to
customers in a way that maintains or improves both the consumer’s and society’s well-
being”.
 It calls for sustainable marketing, socially and environmentally responsible marketing
that meets the present needs of consumers and businesses while also preserving or
enhancing the ability of future generations to meet their needs.
 The Societal Marketing Concept puts the Human welfare on top before profits and
satisfying the wants.
 The global warming panic button is pushed and a revelation is required in the way we use
our resources. So companies are slowly either fully or partially trying to implement the
societal marketing concept.
4 TYPES OF MARKETING PLANS AND STRATEGIES

In a now classic Harvard Business Review article, Ansoff (1957) identified four strategies for
business growth. These four strategies also identify four basic types of marketing plans and the
types of investments and activities associated with each. The strategies are defined by whether
the focus is on new or existing products and new or existing markets.

1. Market Penetration Strategy

When a firm focuses on selling its current products to existing customers, it is pursuing a market
penetration strategy. The marketing activities that will dominate in this type of marketing plan
are those that emphasize increasing the loyalty of existing customers so that they are not
vulnerable to loss to competitors, attracting competitors’ customers, increasing the frequency of
product use, and converting nonusers into users.

2. Market Development Strategy

The efforts to expand sales by selling current products in new markets are referred to as a market
development strategy. Such efforts may involve entering new geographic markets, such as
international markets. Creating product awareness and developing distribution channels are key
marketing activities. Some product modification may be required to better match the needs of the
local market. For example, as fast food restaurants have moved into international markets, they
have often changed their menus to better match the food preferences of customers in local
markets. Expanding into a new market with an existing product carries some risk because the
new market is not well known to the firm and the firm and its products are not well known in the
market. The return on marketing investments in such a strategy is likely to be longer than for a
market penetration strategy because of the time required to build awareness, distribution, and
product trial.

3. Product Development Strategy

Creating new products to sell to existing customers, a product development strategy, is a

common marketing strategy among firms that can leverage their relationships with existing
customers. For example, American Express has been able to leverage its relationships with its
credit card customers to also sell travel-related services. Similarly, cable television companies
have expanded their offerings into Internet and telephone services. Research and development
activities play a dominant role in this strategy. The time required to develop and test new
products may be long, but once a product is developed, creating awareness, interest, and
availability should be relatively rapid because the firm already has a relationship with customers.
A product development strategy is also riskier than a market penetration strategy because the
necessary product may not be possible to develop, at least at a cost acceptable to customers, or
the product developed does not match the needs of customers.
4. Diversification Strategy

A diversification strategy involves taking new products into new markets. This is really the
creation of a completely new business. This is the riskiest of strategies and the strategy likely to
require the most patience in waiting for a return on investment.

7 ELEMENTS OF THE MARKETING MIX :

1. Product (or Service)

Your customer only cares about one thing: what your product or service can do for them.
Because of this, prioritize making your product the best it can be and optimize your product lines
accordingly. This approach is called “product-led marketing.” In a marketing mix, product
considerations involve every aspect of what you're trying to sell. This includes:

 Design
 Quality
 Features
 Options
 Packaging
 Market positioning

2. Price

Many factors go into a pricing model. Brands may:

 Price a product higher than competitors to create the impression of a higher-quality

offering.
 Price a product similar to competitors, then draw attention to features or benefits other
brands lack.
 Price a product lower than competitors to break into a crowded market or attract value-
conscious consumers.
 Plan to raise the price after the brand is established or lower it to highlight the value of an
updated model.
 Set the base price higher to make bundling or promotions more appealing.

Consider what you're trying to achieve with your pricing strategy and how price will work with
the rest of your marketing strategy. Some questions to ask yourself when selling products:

 Will you be offering higher-end versions at an additional cost?

 Do you need to cover costs right away, or can you set a lower price and consider it an
investment in growth?
  Will you offer sales promotions?
 How low can you go without people questioning your quality?
 How high can you go before customers think you’re overpriced?
 Are you perceived as a value brand or a premium brand?

3. Promotion

Promotion is the part of the marketing mix that the public notices most. It includes television and
print advertising, content marketing, coupons or scheduled discounts, social media strategies,
email marketing, display ads, digital strategies, marketing communication, search engine
marketing, public relations and more.

All these promotional channels tie the whole marketing mix together into an omnichannel
strategy that creates a unified experience for the customer base. For example:

 A customer sees an in-store promotion and uses their phone to check prices and read
reviews.
 They view the brand's website, which focuses on a unique feature of the product.
 The brand has solicited reviews addressing that feature. Those reviews appear on high-
ranking review sites.
 The customer buys the product and you’ve sent a thank you email using marketing
automation.

Here are the ways you can use these channels together:

 Make sure you know all the channels available and make the most of them to reach your
target audience.
 Embrace the move toward personalized marketing.
 Segment your promotional efforts based on your customers' behavior.
 Test responses to different promotions and adjust your marketing spend accordingly.
 Remember that promotion isn't a one-way street. Customers expect you to pay attention
to their interests and offer them solutions when they need them.

4. Place

Where will you sell your product? The same market research that informed your product and
price decisions will inform your placement as well, which goes beyond physical locations. Here
are some considerations when it comes to place:

 Where will people be looking for your product?

 Will they need to hold it in their hands?
 Will you get more sales by marketing directly to customers from your own e-commerce
website, or will buyers be looking for you on third-party marketplaces?
  Do you want to converse directly with your customers as they purchase, or do you want a
third party to solve customer service issues?

5. People

People refers to anyone who comes in contact with your customer, even indirectly, so make sure
you're recruiting the best talent at all levels—not just in customer service and sales force.

 Here’s what you can do to ensure your people are making the right impact on your
customers:
 Develop your marketers’ skills so they can carry out your marketing mix strategy
 Think about company culture and brand personality.
 Hire professionals to design and develop your products or services.
 Focus on customer relationship management, or CRM, which creates genuine
connections and inspires loyalty on a personal level.

6. Packaging

A company's packaging catches the attention of new buyers in a crowded marketplace and
reinforces value to returning customers. Here are some ways to make your packaging work
harder for you:

Design for differentiation. A good design helps people recognize your brand at a glance, and
can also highlight particular features of your product. For example, if you’re a shampoo
company, you can use different colors on the packaging to label different hair types.

Provide valuable information. Your packaging is the perfect place for product education or
brand reinforcement. Include clear instructions, or an unexpected element to surprise and delight
your customers.

Add more value. Exceed expectations for your customers and give them well-designed, branded
extras they can use, like a free toothbrush from their dentist, a free estimate from a roofer, or a
free styling guide from their hairdresser.

7. Process

Prioritize processes that overlap with the customer experience. The more specific and seamless
your processes are, the more smoothly your staff can carry them out. If your staff isn't focused on
navigating procedures, they have more attention available for customers—translating directly to
personal and exceptional customer experiences.

 Some processes to consider:

 Are the logistics in your main distribution channel cost-efficient?
 How are your scheduling and delivery logistics?
  Will your third-party retailers run out of product at critical times?
 Do you have enough staff to cover busy times?
 Do items ship reliably from your website?

If you get more than one customer complaint about any process, pinpoint what's going wrong
and figure out how to fix it.

MARKETING STRATEGY STAGES

1. Analyze market

The first step in marketing strategy & marketing planning is to analyze, study, understand &
evaluate the market for the product or service being considered. The market potential, target
market, product need and the feasibility can be understood.

2. Analyze competition

The second step in marketing strategy is to analyze the existing competitors as well as potential
competitors, and also any indirect competitors. Without competitive analysis, the marketing
would remain incomplete. Understanding competition will give insights into the product and
pricing strategies which are currently present in the market.

3. Marketing Research

The next step is to have a comprehensive marketing research to understand the demand,
customer needs etc. This would include speaking with the end customers, surveys and analyzing
the results to derive the customers needs and behavior.

4. Define marketing mix

The fourth step in marketing strategy involves defining strategies about product, price, place,
promotion etc. This is a time tested framework which has helped formulate the marketing
strategy.

5. Financial analysis

The next step is to evaluate and forecast the financials based on sales forecasting to the target
market. Any marketing research or analysis is incomplete without understanding the financial
impact and implications. It helps in understanding the revenue potential, profitability and
viability of company and the market.

6. Review and revise

A continuous revision of marketing strategies is required as it is a continuous process. The
strategy once devised has to be constantly revisited and improved or even changed to cater to
changing customer behavior and market dynamics.

7. Understand customers

The most important step in any marketing strategy is to constantly understand customer needs &
requirements and adapt business accordingly.

ADVANTAGES OF MARKETING STRATEGY:

1. A right marketing strategy promotes the products or services to target audience.

2. It helps the company to understand its customers.

3. Marketing strategies ensures that a correct communication is delivered to its target customers.

4. An effective marketing strategy can help increase sales & business.

5. Enhances customer loyalty as well as brand loyalty.

6. A good marketing strategy increases market share and gives competitive advantage.

DISADVANTAGES OF MARKETING STRATEGY:

1. Cost of implementing any marketing strategy is high

2. It is time consuming and needs a lot of efforts but the output mayn’t be so great.

3. Marketing strategies can lead to identification of company’s weakness

4. A wrong marketing strategy can leads to loss of money as well as damage the brand.

FACTORE AFFECTING MARKETING STRATEGY:

1.Target Audience
Understanding your target market's demographics, preferences, and behaviors is crucial
in shaping your marketing strategy.

2. Competitive Environment
The competitive landscape can influence your strategy, as you'll need to differentiate
yourself and adapt to market changes.
3. Economic Conditions
Economic trends, such as recessions or economic growth, can impact consumer
spending and purchasing power.

4. Technological Advancements
New technologies can create opportunities for innovative marketing approaches and
change consumer behaviors.

5. Regulatory Environment
Laws and regulations can affect marketing practices, especially in industries like
healthcare, finance, and advertising.

6. Cultural and Social Trend

Shifts in societal norms and values can impact consumer preferences and the acceptance
of certain marketing messages.

7. Market Research
Data and insights from market research help inform marketing decisions and strategies.

8. Product or Service Characteristics

The nature of your product or service, its features, and its unique selling points will
influence how you market it.

9. Budget and Resources

The available budget and resources will determine the scale and scope of your
marketing efforts.

10. Marketing Channels

Choosing the right channels (e.g., social media, email, traditional advertising) to reach
your audience is essential.

11. Seasonality
Some businesses are affected by seasonal trends and need to adjust their marketing
accordingly.
ROLE OF MEDICAL REPRESENTATIVES IN INFLUENCING MEDICINE
PRESCRIPTION BEHAVIOUR OF DOCTORS.
Bala, K., & Sharma, K. (2019).

Abstract :
Medicine Prescription Behaviour (MPB) is a doctor’s decision for a specific drug/medicine of a
pharmaceutical company. Doctors consider several factors in their evaluation process while
selecting a particular drug. The transfer of information to doctors, especially through detailing by
Medical Representatives (MRs), is a crucial element of pharmaceutical marketing. New drugs
are introduced in the market very frequently because of rapid change in preferences and
prescription patterns of doctors. Therefore, understanding shift in doctors’ desires regarding
selection of a particular drug give opportunities to proactive pharmaceutical companies to
increase their market share by timely anticipating doctors' preferences. This paper seeks to
identify the influence of level of knowledge, kind of information, communication skills and
frequent visit of MRs on three aspects of MPB; early prescription of new drugs, cost of drugs
and habitual aspect. Testable hypotheses were developed with respect to MPB and a survey
questionnaire was designed to capture data from 150 doctors practicing in Delhi. The hypotheses
were tested using Multiple Regression and Analysis of Variance (ANOVA). The study
concluded that the knowledge, kind of information, communication skills and professionalism
factor of MRs influence doctors towards early prescription of new drugs and their habitual
behaviour towards prescription of drugs. The study concluded that knowledge and the kind of
information given by MRs are significant predictors of cost aspect of MPB of doctors.

Keywords: Drugs, Medical Representatives, Medicine Prescription Behaviour, Pharmaceutical

Marketing.

MARKETING STRATEGIES OF DIFFERENT PHARMACEUTICAL COMPANIES

Kalotra, A. (2014).

Abstract:
Multinational pharmaceutical Companies are responsible for the current shift in the marketing
strategies. Leading companies are using high-end development and not adaptive development,
new innovation-based companies are going places and companies not doing innovation in
products and processes are finding difficult, to compete with organizations adapting innovation.
The pharmaceutical industry is highly complex. The technologies leading to drug Discovery and
development are at the peak of human knowledge. The huge sizeof the companies and the
complexities of their processes and technologies results in many organizational and management
challenges. The development and management of the distribution system is highly costly .My
study analyze the processes and outcomes of global pharmaceutical companies. This article will
present the changing marketing strategies of a pharmaceutical companies shifting from acute
base to chronic therapy base. This research paper will also give an insight about the supply chain
management Process of these organizations, and will highlight the customer perception on the
base of which organizations are framing different marketing strategies.

Key Words: Chronic, Closing stock, Push, Pull, End-customer, SKUs, SAP, ERP, Inventory, Primary Sales,
Secondary Sales. Acute, Core.

MARKETING ANALYSIS OF THE MEDICAL REPRESENTATIVES' ACTIVITY

AIMED ON INFORMATION SUPPORT FOR PROMOTED MEDICATIONS.
Winter, E. A., Litvinova, T. M., Babaskin, D. V., Babaskina, L. I., & Savinova, O. V. (2019)

Abstract:
The purpose of the study was to analyze the medical representatives' activities aimed on
information support for promoted medications. The assessment of the medical representatives'
activity by doctors, pharmacists, and chemists was used to do so. The following methods of the
study were used: comparative, structural and system analysis, as well as sociological methods of
research (survey and interview). As a result of the study, it has been found that the activity of
medical representatives is one of the main ways to obtain information about medications by
medical or pharmaceutical workers, but the objectivity and completeness of the information
received largely depends on the contact frequency and trust in the information materials
provided. Following the results of the study, recommendations have been developed for
improving the activities of medical representatives and their interaction with pharmaceutical
organizations and doctors.

Keywords: medical representative; pharmacist; doctor; pharmacy; contact frequency;

information; objectivity.

THE INFLUENCE OF INFORMATION, BRAND, MEDICAL REPRESENTATIVES

AND SALES PROMOTION ON PHYSICIAN PRESCRIBING DECISION.
Murshid, M. A., & Mohaidin, Z. (2018).

Abstract:

Objectives
There is a lot of debate over the influence of marketing efforts on the prescribing decisions of
physicians. Accordingly, this study is an attempt to determine the influence of four marketing
efforts (available information on a drug, brand of a drug, medical representatives (MRs) and
sales promotion) on the drug prescribing decisions of physicians in Yemen.
Method
A survey research was conducted among physicians in Yemen. A total of 393 usable
questionnaire responses were analysed using partial least squares structural equation modelling
(PLS-SEM). Four hypotheses were proposed on the influence of marketing efforts on drug
prescription, and the relationships were validated.
Key findings
The study found that marketing efforts have varying effects or no effect. Available drug
information, sales promotion and effectiveness of medical representatives (MRs) were found to
have no effect on the prescribing decisions of physicians, while the brand of a drug has a positive
and significant effect.
Conclusions
This research showed how some marketing elements (available information on a drug, brand
of a drug, sales promotion and effectiveness of MRs) could be used to explain the prescribing
decisions of physicians. The study found that information available on a drug, sales promotion
and effectiveness of MRs have no significant effect on prescribing decisions. On the other hand,
the prescribing decisions of physicians were shown to be significantly and positively influenced
by drug brands.

Keywords: Brand, information, medical representatives, physician, prescribing, promotion.

DIGITAL PHARMACEUTICAL MARKETING : A REVIEW

Parekh, D., Kapupara, P., & Shah, K. (2016).

Abstract:
‘Digital’ has become an important part of the everyday life. All the sectors have been adapting to
the digital era at a faster rate. However other than the website, the pharma industry has not quite
been able to adopt digital marketing. In this era more pharmaceutical companies utilize social
media sites or ecommerce sites as digital marketing platform. This enables online purchase of
products by the customers. Some organisations are trying to understand the true value of digital
while others are integrating it into the wider marketing strategy. However all the companies
cannot sell products online as they manufacture prescription drugs, which cannot be sold online.
For example, Pfizer is active and responsive to the customers via social networking platforms.
YouTube, Facebook and Twitter were used to communicate with customers. Johnson and
Johnson was one of the first companies to launch a YouTube channel. Quantum Pharmaceuticals
and The Specials Lab, North East based pharmaceutical companies offer online ordering of
special medicines promoting e-commerce and digital marketing.
 Keywords: Pharmaceutical marketing, digital marketing, digital marketing strategies, e-pharm,
social media.

PHYSICIANS' RESPONSES TO MARKETING STRATEGIES OF

PHARMACEUTICAL COMPANIES.
Spiller, L. D., & Wymer, W. W. (2002).

Abstract:
ABSTRACT

This study investigates physicians' responses to different marketing media and promotional
tactics typically used by the pharmaceutical industry. Results from a sample of 109 physicians
show that pharmaceutical representatives were most useful, followed by drug samples and
advertorials in medical journals. Direct mail, promotional faxes, and promotional products were
used less by physicians. In addition, the investigation explored which sources of information
physicians use in obtaining information about pharmaceuticals. Medical books, medical journals,
and medical conferences and symposia were found to be the most useful. Secondary sources
identified as being useful included free samples, other physicians, and pharmaceutical
representatives. Managerial implications for marketing to physicians and ideas for future
research are discussed.

KEYWORDS: Marketing media, pharmaceutical marketing, pharmaceutical representatives,

direct-to-consumer advertising, prescription, physicians.

A STUDY ON MARKETING OF PHARMACEUTICAL PRODUCTS BASED ON

PHYSICIANS AND CONSUMERS BEHAVIOUR.
Kumar, R., & Parmar, A.

Abstract:
Indian Pharmaceutical industry has rank 3rd worldwide for production in terms of volume and
14th in terms of value. Pharmaceutical marketing is different from other consumer industries,
because Pharmaceutical marketing mainly focuses on doctors and pharmacists that act as a target
for customers rather than patients (end users). Pharmaceutical industry is highly complex. The
huge size of companies and complexities of their processes and technologies in the
pharmaceutical industry resulted in many organizational and management challenges.
Techniques used Pharmaceutical marketing is different from other marketing. Two factors have a
high impact on Pharmaceutical marketing: 1) Physicians and Pharmacists behavior towards
pharmaceutical products and 2) Consumer/customers behavior toward the products. This study
focuses on the different communication and marketing strategies and tools in order to influence
physician's prescriptions in favor. It is important for pharmaceutical companies to understand the
preferences of their customers (also pharmacists and physicians) and allocate their marketing
budget to the most effective marketing communication strategies and tools. This research study
includes over 100 responses from different customers of different backgrounds from the different
places of India to understand the consumer behavior in the Pharmaceutical market.

Keywords: Indian Pharmaceutical marketing, consumer behavior, organizational and

management challenges, Pharmaceutical products, Physician's prescriptions.

PERSONAL & PROFESSIONAL QUALITIES OF MEDICAL REPRESENTATIVE AND

IMPACT ON DOCTOR'S PRESCRIBING BEHAVIOR.
Krunal, V., Singh, S., & Solanki, S. (2021).

Abstract
Background: The promotion of a pharmaceutical product is based on the effective collaboration
between medical representatives (MR) & physicians. Pharmaceutical companies are following
many doctor-consulting strategies and have found a way to promote their products through MR.
But it’s only possible if the MR communicates the brand’s benefit effectively to the doctor.
Aims and Objectives: To identify the personal and professional qualities of MRs that affect
doctors' prescribing behavior. The impact of three variables like product detailing of MR, MR's
attire, and MR's knowledge has been measured on doctor's prescription behavior.
Methodology: Three personal and/or professional qualities of MR have been identified
(effective detailing, personal attire, and scientific knowledge of MRs) and studied the influence
of these qualities on physician's prescribing habits. Responses were collected through self-
administered questionnaires from general practitioners, physicians, gynecologists, pediatricians,
and dentists. ANOVA & regression analysis models were used to analyze the hypothesis.
Result: Eighty-seven percent of the doctors agreed that pharmaceutical companies should train
MRs properly about the detailing of brand and product knowledge, 64% of doctors agreed-upon
personal attire of MRs attract their attention, and 92% agreed that MR knowledge plays a crucial
role in influencing their prescribing behavior. The hypothesis was accepted for detailing,
personal attire, and scientific understanding of MRs regarding their influence on doctor's
prescription.
Conclusion: The role of detailing, personal attire, and scientific knowledge of MR is well
established to influence the practice of physicians. Pharmaceutical companies should train their
sales team properly, starting from personal grooming to every aspect of brand and therapy for
practical in-clinic discussion and doctor conversion.

Keywords: Pharmaceutical Marketing, Medical Representative, Detailing, Pharmaceutical

Companies.
MARKETING MIX OF PHARMACEUTICAL INDUSTRY IN INDIA : AN
EXPLORATION
Kumar, P., & Sharan, S. (2015).

Abstract:
This paper explores the Marketing Mix of Pharmaceutical industry in India. Policies and
strategies related to every aspect of 4ps or marketing mix of Pharmaceutical Companies running
their business in India are tried to find out. In this paper it is tried to snap the Indian
Pharmaceutical industry and also their evolution and near future prospects. Drug &
pharmaceutical industry plays a vital role in the health care of the any country. The
pharmaceutical industry in India is among the most highly organized sectors. This industry plays
an important role in promoting and sustaining development in the field of global medicine.
Marketing broadly conceived includes, making decisions about what products or services to put
on the market, who are the potential customers for these goods, how to reach the target markets
and induce them to buy, how to price the product or service to make is attractive to these
customers, and how to deliver the goods physically to the ultimate consumers. These matters are
often expressed as the four Ps of marketing: Product, Price, Promotion and Place. We here
describe these 4 Ps comprehensively relating to Indian Pharmaceutical Industry.

Key Words: Pharmaceutical Industry, Marketing Mix, Product, price, Promotion, Place.

ANALYSIS OF MEDICAL REPRESENTATIVES ATTITUDE TOWARDS DIGITAL

MARKETING STRATEGIES EMPLOYED BY INDIAN PHARMACEUTICAL
COMPANIES AND ITS RELATION TO THE TECHNOLOGY ACCEPTANCE MODE.
Kulkarni, S. A. (2019).

Abstract:
Pharmaceutical marketing is specialized field when compared to other industries. Highly trained
and educated sales force (Medical Representatives) which deals with highly educated and well
informed customers (Physicians).In the case of pharmaceutical mar keting customer and
consumer are two different individuals and majority of marketing activities revolves around
customer i.e. physicians. As physicians (customer) prescribes prescription and patient
(consumer) who purchase it from pharmacy and consumes it. So pharmaceutical compani es are
bound to concentrate their marketing efforts to ensure physician should prescribe their drug.
Medical representatives try to influence prescription pattern of physicians in favor of their
brands. The major source of information to the physician is one-to-one interaction with medical
representatives. Medical representatives help physician to get latest and vital information on the
drugs. Apart from medical representatives, to promote drugs, pharmaceutical companies are
majorly depending on CME conferences, journals and Direct to Consumer Advertising. With the
advent and growth of Internet, along with rise of social-networking sites like Facebook,
MySpace, YouTube and Twitter WhatsApp has completely changed how people interact with
each other.Physicians and patients are fast in adapting to this new channel of communication.
Penetration of internet as result of communication revolution has changed Indian scenario
pharmaceutical industry as well. Physicians are no longer dependent on medical representatives
on for latest update in field of medicine. Pharmaceutical companies are trying to keep pace with
digital revolution and fast in adapting. It is observed that pharmaceutical companies cannot
replace traditional model of marketing. Medical representative is responsible for successfully
implementing company strategies in given geographical territory. Physician sees medi cal
representative as pharmaceutical company itself. Medical representative hold key in ensuring
success of marketing strategies employed pharmaceutical companies. So attitude of medical
representative towards new digital marketing strategies is of prime importance Researcher try to
analyze medical representative’s attitude towards digital marketing strategies in relation to
Technology Acceptance model (TAM).Researchers use the technology acceptance model (TAM)
to understand behavior in the information systems field.

Key Words: Physician, Medical Representative, Digital marketing strategies, Technology

Acceptance model (TAM).

EVALUATING PHARMACEUTICAL MARKETING KNOWLEDGE AND ATTITUDE

AMONG MEDICAL REPRESENTATIVE IN MUMBAI CITY: A QUANTITATIVE
STUDY.
Ligade, V., & Bhegade, J. (2020).

Abstract:
Medical representatives are important members of pharmaceutical companies. They are hired
based on some specific criteria like basic knowledge about clinical, pharmaceutical marketing,
and selling skills which are suitable to interact with healthcare providers. They provide drug’s
information to healthcare professionals and help pharmaceutical companies to generate the sales.
After hiring for medical representative, companies provide training on many aspects. Along with
scientific research knowledge, they often need to be updated and well versed with
pharmaceutical marketing knowledge. For success of any medical representative, sound
knowledge of pharmaceutical marketing is necessary. Knowledge and attitude regarding
pharmaceutical marketing need to be ascertained by medical representative from time to time.
Evaluation about the same was the main focus of this study. This was an exploratory study that
involved both primary research with the help of research survey and secondary research. Target
sample was medical representatives working in various pharmaceutical companies. From the
above survey, majority of the medical representatives felt that basics of pharmaceutical
marketing knowledge are necessary for successful detailing and that will help them to increase
sales. Adding to this, they also mentioned that they were only trained on how to read out the
matter to healthcare professionals. Moreover, there are many basic pharmaceutical marketing
concepts which are needed for better understanding and successful detailing.

Keyword: Pharmaceutical marketing, medical representative, India, promotion, customer.

PHYSICIANS-PHARMACEUTICAL SALES REPRESENTATIVES INTERACTIONS AND

CONFLICT OF INTEREST: CHALLENGES AND SOLUTIONS.

Patwardhan, A. R. (2016).

Abstract
Physician-industry relationships have come a long way since serious debates began after a 1990
Senate Committee on Labor and Human Resources report on the topic. On one side, the Sun
Shine Act of 2007, now a part of the Patient Protection and Affordable Care Act that mandates
disclosure of payments and gifts to the physicians, has injected more transparency into the
relationships, and on the other side, numerous voluntary self-regulation guidelines have been
instituted to protect patients. However, despite these commendable efforts, problem persists.
Taking the specific case of physician-pharmaceutical sales representative (PSR) interactions,
also called as detailing, where the PSRs lobby physicians to prescribe their brand drugs while
bringing them gifts on the side, an August 2016 article concluded that gifts as small as $20 are
associated with higher prescribing rates. A close examination reveals the intricacies of the
relationships. Though PSRs ultimately want to push their drugs, more than gifts, they also bring
the ready-made synthesized knowledge about the drugs, something the busy physicians, starving
for time to read the literature themselves, find hard to let go. Conscientious physicians are not
unaware of the marketing tactics. And yet, physicians too are humans. It is also the nature of
their job that requires an innate cognitive dissonance to be functional in medical practice, a trait
that sometimes works against them in case of PSR interactions. Besides, PSRs too follow the
dictates of the shareholders of their companies. Therefore, if they try to influence physicians
using social psychology, it is a job they are asked to do. The complexity of relationships creates
conundrums that are hard to tackle. This commentary examines various dimensions of these
relationships. In the end, a few suggestions are offered as a way forward.

Keywords: physician, sales representatives, drugs.

 CHAPTER – 4

RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem.

MEANING:

Research is a process in which the researcher wishes to find out the end results for a given
problem and thus the solution helps in a future course of action. The research has been defined as
“A careful investigation or enquiry especially through search for new fact in any branch of
knowledge”.

DEFINITION:

“According to Webster’s dictionary research is “A careful enquiry or principles delight

investigation in order to ascertain something”.

RESEARCH DESIGN

A research design is purely and simply the framework or plan for a study that guides the
collection and analysis of data. Generally a research design is a blue print of the research that is
to be followed in completing the study. It is descriptive research type are those, which are
concerned with describing the characteristics of a particular individual or of a group, where we
cannot control the variables

 Research is an art of scientific investigation.

 Research is a process of systematic study.
 Research is a search of knowledge.
 Research is an area of investigation which includes collection, analysis and interpretation
of data.

Research has to proceed systematically in the already planned direction with the help of a
number of steps in sequence. To make the research systemized the researcher has to adopt certain
methods. The method adopted by the researcher for completing the project is called Research
Methodology.

A research design is the arrangement of condition for collection and analysis of data in a manner
that aims to combine relevance to the research purpose with economy in procedure.
TYPES OF RESEARCH DESIGN

 Exploratory research design.

 Descriptive research design.
 Experimental research design.

DESCRIPTIVE RESEARCH DESIGN:

The research design used in this study is descriptive study. It is also called as explanatory design.
This design will describe the state of affairs, as it exists in the setting. The main characteristic of
this method is that the researcher has no control over the variables and the researchers can only
report what has happened or what is happening.

The reasons for using this design in this study are:

 To describe the characteristics of certain groups.

 To estimate the proportion of people in specified population who behave in certain way.

SAMPLING DESIGN

Sampling unit : SKN organics(P) Limited

Sample Size : 113

Sampling technique : Conveniences sampling

CONVENIENCES SAMPLING

This consist in the collection of information from any convenient group whose views may be
relevant to the subject of inquiry. Its ‘On the spot’ sampling without fixing the group or size
earlier. Because of this, errors might be greater.

DATA COLLECTION

In order to apply the statistical methods to any of enquiry it is essential that statistical data be
collected as statistical analysis is not possible in the absence of quantitative data. Data are
obtained either through a survey or experiment. In social science where the use statistical
methods are indispensable, data can be collected only through statistical surveys.
METHOD OF DATA COLLECTION

Types of data

 Primary data
 Secondary data

 Primary data

The primary data are those which are collected afresh and for the first time, and thus happen to
be original in character. Primary data are measurements observed and recorded as part a study to
collect original data to conduct first hand investigation.

 Secondary data

The secondary data are those which have already been collected by someone else and which
already had been passed through the satisfaction process.

RESEARCH INSTRUMENT

Questionnaire was used to conduct the survey among 113 employees which includes open-ended
and closed ended questions.

Open-ended Questions:

A question which requires the respondents to answer it in his own words.

Closed ended question:

Liker scale:

A scale by the liker method in which subjects are given a number of statements and asked to
indicate their agreement or disagreement with those statements.
 CHAPTER V

ANALSIS AND INTERPRETATION

STATISTICAL TOOL

These are tools which helps to analyse the collected data. This analysis contains various
approaches like comparisons, detecting, accuracy, estimation etc. In my survey I applied some
statistical tool for analysing raw data. The applied statistical tools are:

1. Percentage method
2. Weighted average method
3. Chi square method
4. Correlation method

PERCENTAGE METHOD
The percentage method provides statistics and graphical displays that are useful for describing
many types of variables. The percentage procedure is a good place to start looking at your data.
For a percentage report and bar chart you can arrange the distinct values in ascending or
descending order, or you can order the categories by their percentage. The percentage report can
be suppressed when a variable has many distinct values. You can label charts with percentage.
FORMULE :
No. of respondents
Percentage of respondents = ------------------------------------ 100
Total no. of respondents

WEIGHTED AVERAGE METHOD


 The weighted average method, where the importance of the items varies, it is essential to
allocate weights to the items.
 Thus weight average is a number standing for the relative importance of the items.
Weighted average can be defined as an average of component items.
  Weighted average can be defined as an average whose component items are multiplied by
certain values (Weights) and the aggregate if the products are divided by the total of
weights.
 One of the limitation of simple arithmetic mean is that it gives equal importance to all the
items of the distribution.
 In certain cases relative importance of all the items in the distribution is not be same.
Where the importance of the items varies
 It is essential to allocate weight applied but may vary in different cases. Thus, weighted
age is a number standing for the relative importance of the items.
 The weighted average method can be calculated by the following formula. This tool is
used to find the rank given by the respondents to the various factors in performance
appraisal.

FORMULA:

Σ WX
Weighted average method =
Σ X1

Here, XW represents the weighted average

“ X1,X2,X3,X4……………………..Xn” represents the value for variable values.
“W1,W2,W3,W4…………..Wn” respresents the weight age given to the variable.

Steps,
 Multiply the weights(W) by the variables (X) to obtain WX.
 Add all WX to obtain WX.
 Divide WX by sum of the weight (X) to get weighted average.
CHI-SQUARE TEST

Tabulates a variable into categories and computes a chi-square statistic based on the
difference between observed and expected frequencies. The chi-square test procedure tabulates a
variable into categories and computes a chi-square statistic.
This goodness-of-fit test compares he observed and expected frequencies in each
category to test that all categories contain the same proportion of values or test that each category
contains a user-specified proportion of values.

FORMULA:

(O-E) 2
Chi-square = -----------
E
O = Observed frequency
E = Expected frequency

To calculate the expected frequencies, E = RT X CT \ N

Where, RT = The row total for the row
containing the cell

CT = The column total for the

column

N = The total number of

observations.

Table value = At specified degree of

freedom for 5% level of
significance.
CORRELATION

Correlation analysis deals with the association between two or more variables. It does not tell
anything about cause and effect relationship. Correlation is classified in two types as

 Positive and
 Negative correlation

SPEARMAN Correlation methods, it also can be said as Rank Correlation. It is defined by the
symbol ‘r’.

6 Σ di2
FORMULA r = 1-
N (n2-1)

Correlation value shall always lie between +1 and -1. When r = 1, it shows there is perfect
positive correlation between variables. When r = 0, there is no correlation.