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Healthy Skepticism Library item: 13995

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: Journal Article

Bhangale V.
Pharma marketing in India: Opportunities, challenges and the way forward
Journal of Medical Marketing 2008 Jun; 8:(3):205–210
http://www.palgrave-journals.com/jmm/journal/v8/n3/abs/5050121a.html


Abstract:

India’s pharmaceutical sector is currently undergoing unprecedented change. Much of this is due to the country’s introduction, on 1st January, 2005, of a system of product patents. Both multinational companies and domestic players are examining the prospects offered by the local market as the government moves forward with initiatives aimed at providing India’s more than one billion inhabitants, for the first time, with access to the life-saving drugs they need. A further huge boost to the local market is emerging from the rise of India’s new affluent consumers, who lead more Western-style lives and are demanding innovative drugs to treat the chronic illnesses that these changing lifestyles may produce. India’s leading drug manufacturers are becoming global players, utilising both organic growth, through the gradual development of their business, and mergers and acquisitions as they seek to boost their presence in existing markets and open up new ones. With these opportunities, however, there are huge challenges that require commitment by both industry and government, and unprecedented levels of partnership between them. This paper is as an attempt to put forth these marketing challenges and suggest the way forward for pharma companies in India.

bhangale.vijay@gmail.com

Keywords:
marketing process and challenges, marketing ethics, strategic marketing, therapeutic focus, India

 

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...to influence multinational corporations effectively, the efforts of governments will have to be complemented by others, notably the many voluntary organisations that have shown they can effectively represent society’s public-health interests…
A small group known as Healthy Skepticism; formerly the Medical Lobby for Appropriate Marketing) has consistently and insistently drawn the attention of producers to promotional malpractice, calling for (and often securing) correction. These organisations [Healthy Skepticism, Médecins Sans Frontières and Health Action International] are small, but they are capable; they bear malice towards no one, and they are inscrutably honest. If industry is indeed persuaded to face up to its social responsibilities in the coming years it may well be because of these associations and others like them.
- Dukes MN. Accountability of the pharmaceutical industry. Lancet. 2002 Nov 23; 360(9346)1682-4.