CHAPTER 1.

INTRODUCTION
The research-based pharmaceutical industry is the primary source of information about
its own products and recognizes its responsibility for ensuring product information is
accurate and does not mislead. Advertising and promotion are essential for informing
health care professionals about new medicines and new uses for existing medicines. Self-
regulation, via the I!"A #ode of !harmaceutical "ar$eting !ractices, supplemented by
member association and company codes, sets standards for the ethical promotion of
medicines.
!romotional activities %mar$eting practices& must be consistent with high ethical
standards and information should be designed to help health care providers to improve
the services provided to patients. Information provided must be ob'ective in a
comprehensive manner. !romotion tools should contain therapeutic indications and
conditions of use must be based on valid scientific evidence and must include clear
statements with respect to side effects, contra-indications and precautions.
Scope of the pro'ect is to $now opinion of healthcare professionals about pharmaceutical
promotion. It will help to increase effectiveness of the promotional material which will
result in increase in sale. This study has been conducted to $now the current scenario in
pharmaceutical promotion. The study will also help in identification of the problems in
the promotion and how the company can improve the efficiency and effectiveness.
"a'or ob'ective of the pro'ect is to study the perception of healthcare professionals
towards pharmaceutical promotion tools. This study is mainly focused on To study
factors affecting pharmaceutical promotion and to suggest strategies to improve
effectiveness of promotional tools.
The research has been carried in the western "umbai for two months. (ealthcare
professionals are surveyed to $now the perception for the pharmaceutical promotion.
Sample size of )** is selected for the study. Sampling is done by the method of purposive
sampling.
1
+ata is collected through the filling of the structured form of ,uestionnaire. There were
three type of ,uestions used for the data collection. +ata representation is done with the
help of pie charts. +ata analysis is done by using percentage method of analytical tool.
+uring the pro'ect researcher found that time was the ma'or factor in promotion therefore
a medical representative should promote less no of brands at a time. According to
(ealthcare professionals print medium is best for the promotion material. !roduct feature
and scientific literature are important factor in the promotion. #reativity in promotion
helps healthcare professionals to remind particular brand.
As time was the ma'or factor in promotion therefore providing web lin$ to healthcare
professionals, -se of technology and .eb presentations will help to reduce the time for
promotion. It also help to increase the effectiveness of the promotion.
CHAPTER 2
2
INDUSTROY / SECTOR PROFILE
The concept of advertising existed long before we had a term for it. Advertising is
defined as the art of positioning and creating brands and persuading consumers to buy
them through messages in mass media or personalized media that is gaining much
attention these days. It is also the means of informing as well as influencing the general
public to buy products or services through visual or oral messages. A product or services
advertised to create awareness in the minds of potential buyers. Some of the commonly
used media for advertising are T./., radio, websites, newspapers, magazines, bill-boards,
hoardings etc. As a result of economic liberalization and the changing social trends
advertising industry has shown rapid growth in the last decade. Advertising is one of the
aspects of mass communication. Advertising is actually brand-building through effective
communication and is essentially a service industry. It helps to create demand, promote
mar$eting system and boost economic growth. Thus advertising forms the basis of
mar$eting. Advertising plays a significant role in today0s highly competitive world. A
career in advertisement is ,uite glamorous and at the same time challenging with more
and more agencies opening up every day. .hether its brands, companies, personalities or
even voluntary or religious organizations, all of them use some form of advertising in
order to be able to communicate with the target audience. Today, new areas are emerging
within advertising li$e event management, image management, internet mar$eting etc.
1vent management is wherein events are mar$eted2 Image management is wherein a
particular profile of an individual or an organization is pro'ected. Internet mar$eting has
also brought about a lot of changes in advertising.
3lobal companies are discovering the appeal of mar$eting their products in India. .ith a
population of more than one billion, and a middle class that4s larger than the total
population of the -nited States, there0s definitely money tobe made. Television, movie,
video and radio 'ingles, newspaper and magazine advertising and neon-lit billboards in
the cities are fuelling a revolution in consumer products and spawning new styles of
living - changing food habits, fashions and home d5cor. This new advertising is pleasing
the growing middleclass, one of the largest target populations in the world.
3
GROWTH TRENDS
Indian advertising industry has made 'aws drop and set eyeballs gazing with some
astonishing pieces of wor$ that it has given in the recent past. The creative minds that the
Indian advertising industry incorporates have come up with some mind-boggling
concepts and wor$ that can be termed as masterpieces in the field of advertising. In the
year 6*)), the total pie of the Indian advertising industry stood at 7s 68,89: crore,
recording a growth of ; per cent. The figure was far below the earlier pro'ection of )< per
cent as the Indian economy was faced with yet another churn, an inflation that touched )*
and wea$ening of the 7upee against the dollar. As per the !itch "adison "edia Ad
=utloo$, the growth pro'ections for the ad industry for 6*)6 remained a cautious ;-9 per
cent, with a total ad pie of 7s 6;,*)> crore. In 6**>, when the first Ad =utloo$ was
brought out, the total ad pie stood at 7s 9,>** crore, which had grown to 7s 68,89: crore
in 6*)), a #A37 growth of )8 per cent. (owever, a modest growth of ;-9 per cent was
pro'ected for the industry in 6*)6. In recent months, media firms have been bracing for
harsher times as economic uncertainty prompts companies to revise advertising budgets
and realign strategies. The debt crisis in 1urope, a -S economy still struggling to recover,
and high inflation, rising interest rates and slowing economic growth at home have
dampened domestic consumer sentiment, as was evident in the +iwali season. According
to media analysts, advertising yields have fallen )*-)8? over the last three-four months,
"int reported on )) @ovember. Aield is a measure of profitability used in businesses such
as aviation and advertising, where there is a finite availability of products or services that
can be sold. #ategories with big advertising budgets such as automobile companies,
telecom, real estate and financial sector firms will cut bac$ on expenditure. 1ven cric$et
spending is set to decline by as much as )8-6*?, said several media buyers. In 6*)), the
industry spent over 7s. 6,*** crore on cric$et properties, including the Indian !remier
Beague. 3lobal mar$eting communication companies will continue to scout for Indian
agencies, and, with revenue under pressure, more agencies will be tempted to sell.
!arameswaran said that with global agencies loo$ing towards India for ac,uisitions, more
mergers and ac,uisitions are on the cards. SIn 6*)), Capanese advertising company
+entsu Inc. bought out its 6D? India partner Sandeep 3oyal. C.T, part of .!! !lc., also
4
ac,uired a ma'ority sta$e in (yderabad-based "indset Advertising, while the E)6.8
billion =mnicom 3roup Inc. got a controlling sta$e in Anil Ambani4s "udra 3roup.
Bocal retailers in apparel, food, watches and 'ewellery have all increased their average ad
spending by almost 8*? in the past two years. #oupled with many other local players big
retailing brands are spending to the tune of 7s )6,***crores annually on advertising and
promotional activities. This figure, according to industry estimates, was less than 7s :**
crores about 6-> years ago which means the growth has been a whopping :*?. The local
firms are using all the available advertising tools from electronic to print, outdoor
advertising and even models. The advertising and promotional spending by local brands
is substantial during the festival season and almost <*? of the spending is done between
Septembers to Canuary. The advertising industry in India is growing at an average rate of
)*-)6? per annum. =ver ;*? of the business is from "umbai and +elhi followed by
Fangalore and #hennai from the rest of the other ma'or cities in the country. A once-
flagging advertising industry is booming in India. It has become fiercely competitive and
one of the country0s fastest-growing economic sectors. Fut the boom in advertising has
touched off a debate on whether the industry has developed too ,uic$ly without preparing
consumers ade,uately
Advertisin! As " #"rt $% Indi"n entert"in&ent &edi" ind'str(
The advertising industry is one the most important part of the entire Indian 1ntertainment
and "edia industry. The advertising industry contributed a share of >; percent in the
overall I1G" industry revenue of 6**<, up from >< percent in 6**D. The advertising
industry itself recorded a growth of 66 percent over the previous year contributing an
estimated 7s )9,D** crore in 6**< as compared with 7s )D,)** crore in 6**D. In the last
four years, the advertising industry recorded a cumulative growth of 6* percent on an
overall basis. =n the basis of the estimation made by various agencies around the world,
the advertisement industry in India is estimated to reach approximately 7s. >D><)crores
by the year 6*)*, the ma'or chun$ of which will be contributed by the print media of
nearly 8*?. the reason of that could be the literacy levels rising to 88) million people in
India. And more people in rural and urban areas are reading newspapers and magazines
today. !rint media is also the favourite segment for global investors with maximum
5
foreign investment in this segment. The print media industry still has the potential to
grow as 6>D million literate people in India are still not tapped by any publication. At
present, the print media is the highest contributor to the advertisement revenue followed
by television and outdoor advertising respectively. In spite of the increase in the global
internet usage, the total number of people using internet in our country is far less than
other countries. Thus the present share of internet media in advertising is nearly *.8-)?
which is estimated to be :? by the year 6*)).
T)e Advertisin Ind'str( is divided int$ t*$ t(#es $% &"r+etin servi,es ,$&#"niesH
large international ad agency groups and other domestic-focused entities. .hile the two
types are ,uite different, they share a few characteristics. All of them help clients sell
products or services using one or more media of communications. As the industry serves
the entire private sector in the -nited States, its revenue and earnings follow economic
cycles to some extent. Advertising outlay is typically a lagging or late-cycle indicator,
falling after the start of a downturn and recovering after the beginning of an upturn.
The industry is not particularly capital intensive, since it contracts out what
manufacturing is re,uired and leases necessary office space. In general, capital
expenditures are less than annual depreciation costs. Though, occasionally, there may be
some controversy over, for instance, a suggestive ad copy, spending to comply with
government regulation is not significant. #ompetitive conditions in the ad industry are
not especially egregious, permitting some companies to garner wide margins.
Advertising company pages use the standard /alue Bine industrial format, with I#ash
lowJ per share the basis for estimated value. As only a few of the companies pay
dividends, the group is generally not for income see$ers. Fut some of the stoc$s, from
time to time, might offer above-average share-price appreciation potential and appeal to
aggressive investors. Those loo$ing for favorable long-term total returns may want to
consider the largest international companies.
T)e Intern"ti$n"-ists
6
International advertising agency groups originally started as independent ad agencies and
grew, through ac,uisitions, to offer broad ranges of mar$eting services beyond the
traditional activities of creating ad campaigns and choosing the media on which to run
them. The newer offerings include public relations, mar$eting research, events
management, and other brand-enhancement activities. Barge companies see$ internal
revenue growth of 'ust )? to D? a year and expect to boost that to around )*? with
ac,uisitions of ad agencies and other mar$eting service businesses. The ob'ective is to
garner a bigger share of their clients4 total mar$eting outlays. Fuying earnings, though,
can be costly, as seen in the high priceKearnings multiples paid for companies that
specialize in creating and placing advertising on the Internet.
Since the -.S. and .estern 1urope mar$ets are mature, advertising companies have
sought to increase their international reach, growing via overseas expansion and domestic
ac,uisition. In recent decades, total -.S. advertising outlays have averaged about 6? of
annual gross domestic product, while emerging mar$et spending has been much lower.
=f course, high growth potential comes with greater ris$s, particularly that of a deep drop
in demand. The business prospects of mar$ets li$e #hina and India are huge, but
advertising spend in these countries could plunge in a tough global economic
environment.
Another ris$ of overseas expansion is the danger that financial planning and control will
suffer as the agencies venture ever farther from the -.S. or 1urope. That has caused
problems for companies in the past, $eeping managements mindful of the ris$. The
announcement of a large overseas ac,uisition or mar$eting deal can notably affect the
share price of any one of these stoc$s. Too, with around half of their revenue in foreign
currencies, the changing value of the -.S. dollar has had a significant effect on reported
earnings and stoc$ valuations. Thus, investors should $eep an eye on foreign exchange
rates when appraising the international agencies and try to invest in them when the dollar
is strong, or even overvalued.
D$&esti, F$,'sed C$&#"nies
7
"embers in the other class of the advertising industry are more domestic and offer
mar$eting services through 'ust one or two media. Feside a focus on mar$eting, these
firms have relatively little in common. "edia include billboards, free wee$ly shopping
publications, newspaper inserts, and Internet pop-ups. +omestic-focused companies often
hold a large mar$et position in their specific niche. Ac,uisitions are less important for
these firms than for the large international agencies. 1ven so, they have done noteworthy
deals in the past.
(ere is a ,uic$ snea$ pee$ at the top ten advertising firms of India as of today.
). =gilvy G "ather is an international advertising, public relations and mar$eting
agency established in )9:;. This @ew-Aor$ based firm operates in )68 countries across
the world, with its Indian operation centreL=gilvy AdvertisingLin "umbai. =gilvy G
"ather is the creative team behind India4s most successful and renowned brands such as
(utch %/odafone&, #adbury, Asian !aints and evicol. The =G" networ$ offers services
to countless ortune 3lobal 8** companies across the world. =gilvy Advertising
continues to remain India4s number one advertising agency.
6. !opularly $nown as C.T, C .alter Thompson is head,uartered in @ew Aor$
having offices in over 9* countries. It was set up in );D: and even today, continues to
create, innovate and define the world of communication in India. C.T has many feathers
in its cap including @estle, #adbury, Fayer, ord, @o$ia and -nilever. Among its several
accolades, C.T was recently proffered with the I3rand !rixJ award at the 6**; #annes
Bions International Advertising estival for the IBead IndiaJ campaign.
>. "umbai-based "udra #ommunication was set up in )9;* with the aim of using
the art of communication to express ideas that shape its brands. The "udra team focuses
on its consumers and their needs and experiences. Its four agency networ$s ensure a
customized and collaborative approach to create a brand experience for its clients. "udra
#ommunication has promoted famous brands li$e @eutrogena, (F=, !hilips, 7eliance
@et#onnect, Fig Fazaar and "ary May in such a way that it creates a lasting impression
in the hearts of the its consumers.
8
:. #F -l$a Advertising Btd., since its inception in )9D), has continued to be
among the top 8 advertising agencies in India. This company4s aim has always been to
create advertising that is noticeable and that is most relevant to the buyer, not the seller.
Some of #F -l$a4s successful ads include Tata Indicom, .hirlpool, Nee #inema,
Santoor, Sunfeast and Amul, among others. #F -l$a is considered as a turnaround
specialist that indulges in more than 'ust brand building.
8. 7ediffusion +A G 7 is a "umbai-based advertising agency that was set up in
)9<>. It focuses primarily on integrated !7 services and media relations. This firm stands
proud at number 8.
D. The tagline IThanda "atlab #oca #olaJ is the brainchild of one of India4s leading
advertising agenciesL"c#ann 1ric$son India Btd. "c#ann 1ric$son was born out of a
successful and profitable merger in )9>*, and its offices in Australia, Southeast Asia,
Batin America, 1urope and India spea$ volumes about its advertising success till date.
=ne of the many feathers in its cap is the famous brand line Ior everything else, there4s
"aster#ard.J
<. 7M Swamy FF+= Advertising Btd. is one of India4s leading integrated
communication services providers, which is committed to developing mar$eting solutions
for its clients. Its focusLto offer intelligent, cost -effective and creative solutionsLhas
led it to achieve a remar$able double-digit growth in the past recession-hit period. 7 M
Swamy FF+= is a subsidiary of the 7 M Swamy (ansa 3roup, which boasts of over
)*** employees and operations across India and the -SA.
;. 3rey .orldwide %I& !vt. Btd. is a "umbai-based advertising agency specializing
is providing effective advertising and mar$eting solutions. .ith offices in +elhi, Mol$ata,
Fangalore and Ahmedabad, 3rey .orldwide India !vt. Btd. is part of the larger family
called the 3rey 3lobal 3roup. ollowing are some of the brands that feature on 3rey
India4s noteworthy list of clientsH (ero (onda, "aruti Suzu$i, @estle, Indian =il, Ambu'a
#ement, -T/, !G3 and 3odre'.
9
9. The creative team of Beo Furnett India !vt. Btd. has, over the years, successfully
offered consumers with powerful brand experiences using ads li$e "c+onald4s, (einz,
#omplan, Fa'a' and (+#, to name a few. A regular award winner at the #annes festival,
India4s Beo Furnett has been proclaimed as one of the most creative agencies of the
country.
)*. Since its inception in )9;D, #ontract Advertising India Btd. has s$illfully
delivered successful results to its high-profile clientele including Tata Indicom, 7eligare,
Asian !aints, +omino4s !izza, SpiceCet, Samonsite and American Tourister. #ontract
Advertising India Btd. is $nown for its one-of-a-$ind specialty divisions that provide
complete advertising solutions. These divisions include +esignSutra, i#ontract and #ore
#onsulting
GO.ERN/ENT POLICIES
Advertisin St"nd"rds C$'n,i- $% Indi"
Advertising Standards #ouncil of India %AS#I& is a self-regulatory voluntary organization
of the advertising industry
=rigin
Bi$e other countries around the world, India too has a self regulatory organization %S7=&
for advertising content O The Advertising Standards #ouncil of India, AS#I founded in
)9;8. The three main constituents of advertising industry viz advertisers, advertising
agencies and media came together to form this independent @3=. The aim of AS#I is to
maintain and enhance the public0s confidence in advertising. Their mandate is that all
advertising material must be truthful, legal and honest, decent and not ob'ectify women,
safe for consumers - especially children and last but not the least, fair to their
competitors.
"embers of AS#I
AS#I4s team consists of the Foard of 3overnorsP8Q , the #onsumer #omplaints #ouncil
%###& PDQ and its Secretariat. AS#I has )6 members in its the Foard of 3overnors, four
10
each representing the $ey sectors such as Advertisers, advertising agencies, media and
allied professions such as mar$et research, consulting, business education etc. The ###
currently has about 6) membersH 9 are from within the industry and )6 are from the civil
society li$e well-$nown doctors, lawyers, 'ournalists, academicians, consumer activists,
etc. The ###4s decision on complaint against any ad is final. AS#I also has its own
independent Secretariat of 8 members which is headed by the Secretary 3eneral.
There is no other non governmental body in India which regulates the advertising content
that is released in India. If an ad that is released in India seems ob'ectionable, a person
can write to AS#I with their complaint. This complaint will be deliberated on by the ###
after providing due process to advertiser to defend the ad against the complaint and
depending on whether the ad is in alignment with the AS#I code and law of the land, P<Q
the complaint is upheld or not upheld and if upheld then the ad is voluntarily either
withdrawn or modified. P;Q
In 6**<, the 3overnment of India amended the #able T/ @etwor$ 7ules4 Advertising
#ode by which ads which violate AS#I code cannot be permitted on T/.
Self-7egulation
Almost all professional fields have self regulatory bodies governing their activities. or
the advertising fraternity, until )9;8 there was none. +ue to this there was a lot of false,
misleading and offensive advertising. This led to consumers losing faith in advertising
and hence resenting it. It was decided that if this continued it would not ta$e time for
statutory regulations such as censorship to be imposed on advertising content.
In )9;8, AS#I to be imposed on advertisers and advertising agencies. This would ma$e
fair, truthful and decent advertising almost impossible which would in turn hinder the
industry4s ability to compete and grow.
In )9;8, the AS#I adopted a #ode for Self-7egulation in Advertising. .ith the
introduction of the code, the aim is to promote honest and decent advertising and fair
competition in the industry. It will also ensure the protection of consumer interests and
11
the all concerned with the ad industry - advertisers, media, advertising agencies and
others who help in the creation or placement of advertisements.
As the fraternity starts accepting the code, it will result in fewer false claims, fewer unfair
advertisements and increased respect for advertisers. P9Q
@eed for AS#I
.hen an advertiser is creating an ad, the consumer is his audience. The feedbac$ from a
consumer is important to the advertiser so he can be assured if his message has been
correctly conveyed. If a consumer feels that a particular advertisement is in bad taste or is
false in its claims, they need a body or council to whom they can air their grievances and
who will ta$e any appropriate action, if necessary. AS#I as a self regulatory body
governing advertising content is the ideal medium as its purpose is to serve both the
advertisers as well as the consumers.
CHAPTER 0
CO/PANY PROFILE
C'rrent st"t's $% t)e ,$&#"n(
Aellow #apsicum is a fully fledged (ealthcare Advertising Agency based in "umbai.
This agency was started by "r. Subur Mhan, who is the "anaging +irector of the agency,
who has done his !3 from "I#A. (e has wor$ed previously with many big companies.
(e started this company by wor$ing at home. Aellow #apsicum is in its 8th year and at
its 3rowth Stage at present.
12
The first and the biggest clients of Aellow #apsicum are -S/, I!#A, Bupin, "edley, and
7anbaxy. Aellow #apsicum also has clients in +ubai, one of the ma'or one is Synergy
#onsultants.
.hat Aellow #apsicum is intoH Frand "anagement. This will better be explained in the
form of a chart
.isi$n
Aellow #apsicum strives to be the premier communication service provider to the
FioK!harmaceutical, @utraceuticals and medical device industries worldwide. They are in
process to develop undeveloped resourses of company li$e event management. Aellow
capsicum is planning to enter !7 %public relation & activity
/issi$n
=ur mission is to become one of the best ad agencies in the !harmaceutical +ivision.
."-'es
Interit( 1 Et)i,s
+o what0s right and demand honesty, maintenance of confidentiality and adherence to
professional standards of excellence and safety.
C-ient Servi,e
13
Strive to understand our clients0 re,uirements and to meet or exceed their expectation
with high ,uality deliverables and service. Stay flexible and always loo$ for proactive,
responsible solutions to ensure client satisfaction.
Inn$v"ti$n
#onsistently ,uestion the status ,uo and see$ opportunities for continuous improvement.
Strive for a stimulating wor$ environment open to learning, curiosity and innovation.
Servi,es $%%ered 2( (e--$* ,"#si,'&
Frand building O Bogo design, Baunch campaign strategy, year long
communication plans, in-clinic activities, strong communication theme, the big
idea, event management, Stall designs.
Frand 3rooming O @ew campaigns, /isual aid pages, BFBs, @ew gifting
solutions, @ew campaign themes, @ew and refined strategy plans etc.
Frand - "otivational A/s, Anthems, Frand ilms.
the .e all $now that all products have a Bife cycle, so Aellow #apsicum loo$s at
this so that the brand can en'oy a maximum growth period. Aellow #apsicum also
gives creative suggestions or suggestions regarding the recall of the brand by the
doctors, or what can be done to improve the image of the brand. They ma$e ads in
all mediums.
They #onceptualize, design the Beave Fehind Beaflets %BFBs&, the visual aids
that the ".7. ta$es with him when he ma$es his calls, also the other forms of
communication are made by Aellow #apsicum li$e the teasers for the brand pre-
launch.
=n the communication side it is in the internal as well the external
communication. In the internal communication side Aellow #apsicum ma$es
motivational A/s for the "7s. And in the external side of communication it is
14
into ma$ing visual aids as well as BFBs and the reminder cards and many more
things.
Aellow #apsicum is into 1vent O "anagement which includes #"1s, an example
of which is -S/4s Sarawati, which is a #"1 and is handled by Aellow #apsicum.
It is also into .eb (osting- .hat .eb (osting isR All companies have web sites2
now what Aellow #apsicum does is creates web sites for their clients and also
maintain the same. These web sites have an exam module for the ".7. to update
their $nowledge about their brands. Aellow #apsicum also designs scientific
inputs to share that $nowledge between their clients and the doctors. +octor
1ngagement !rograms are also designed and decided by Aellow #apsicum. The
facilities and the events are organized by them.
M=B Activities- Mey =pinion Beaders are invited as their word is really
important2 they have the experienceS the $nowledge, though it is costly, but it is
important and it ensures more returns. The doctors need to feel so happy, they
should feel that if the company is giving them so much as in respect and other
things too, they also should do something for the company and so they thin$ that
they should prescribe the company4s medicines.
Aellow #apsicum also ma$es "otivational A/s, eg. Abott, they can give these
A/s to the doctors, they actually give it and the doctors can either transfer it to
their patients or they can play it on their television so that the patients waiting for
the doctor can get educated about the particular disease and the product.
The launch inputs are also there which include !osters, Fanners, "agazineK
Cournal ads2 there are also gift inputs li$e cards, etc.
They also are into- ST!, Baunch of the Frand, Frand Image and Frand 7evival
Frand 7evival- Frand 7evival is an attempt to improve communication strategy
of the brands that have failed due to some or the other reason.
In a Frand 7evival, there are suggestions of the indication, the segment, and the
molecule, which is new in the mar$et, which is not used by any other company
Through Frand 7evival the agency can support the company or the brand
15
throughout. Along with this, Aellow #apsicum has activities for the ".7. to $eep
the vigour in them.
Aellow #apsicum ma$es a presentation at the start of the year or the ,uarter which
shows what are the creative inputs that have been made for their brands, also now
the people at the agency have come to $now the mindset and the taste of their
#lient, so in the presentation that they give has suggestions for the client about the
ads or the visual aids, etc. They also tell them how the product is doing or the
brand is doing, if there are any problems and if there is then a suggestion to that
problem.
Clients Handled By Yellow Capsicum Advertising Pvt. Ltd
-S/, "edley, Alembic, 7anbaxy, 3lenmar$, Sun !harmaceutical, 3erman 7emedies,
I!#A, Bupin, .oc$hardt,
CHAPTER 3
LITERATURE SUR.EY
). A7TI#B1H !harmaceutical mar$etingH ethical and responsible conduct
Author nameH 1rnst G Aoung
7eviewH The !harmaceutical industry in India is the world0s third-largest in terms of
volume and stands ):th in terms of value. The mar$eting communication mix consists of
eight modes of communication
6. A7TI#B1H #ode of "ar$eting !ractice for Indian !harmaceutical Industry
16
Author nameH "edical #ouncil of India4s %"#I& and the +epartment of
!harmaceuticals4 %+o!&
7eviewH This is a voluntary code of "ar$eting !ractices for Indian !harmaceutical
Industry, for the present and its implementation will be reviewed after a period of
six months from the date of its coming into force.
>. A7TI#B1H "ar$et 1ffectivenessH The Mey #ompetency for !harmaceutical 3rowth
Author nameH +avid #aruso, a technology strategy expert
7eviewH "ar$eting and Sales O and the technologies to improve effectiveness O have
moved to the top of executive agendas as !harma competitors race to capture mar$et
share and grow revenues
.
!7="=TI=@ = !(A7"A#1-TI#ABS
The !harmaceutical industry in India is the world0s third-largest in terms of volume and
stands ):th in terms of value. According to +epartment of !harmaceuticals, "inistry of
#hemicals and ertilizers, the total turnover of India0s pharmaceuticals industry between
6**; and September 6**9 was -SE6).*: billion. .hile the domestic mar$et was worth
-SE)6.6D billion. Sale of all types of medicines in the country is expected to reach
around -SE)9.66 billion by 6*)6. 1xports of pharmaceuticals products from India
increased from -SED.6> billion in 6**D-*< to -SE;.< billion in 6**;-*9 a combined
annual growth rate of 6).68?. According to !ricewaterhouse#oopers %!.#& in 6*)*,
17
India 'oined among the league of top )* global pharmaceuticals mar$ets in terms of sales
by 6*6* with value reaching -SE8* billion.
The government started to encourage the growth of drug manufacturing by Indian
companies in the early )9D*s, and with the !atents Act in )9<*. (owever, economic
liberalization in 9*s by the former !rime "inister !./. @arasimha 7ao and the then
inance "inister, +r. "anmohan Singh enabled the industry to become what it is today.
This patent act removed composition patents from food and drugs, and though it $ept
process patents, these were shortened to a period of five to seven years.
The lac$ of patent protection made the Indian mar$et undesirable to the multinational
companies that had dominated the mar$et, and while they streamed out. Indian
companies carved a niche in both the Indian and world mar$ets with their expertise in
reverse-engineering new processes for manufacturing drugs at low costs. Although some
of the larger companies have ta$en baby steps towards drug innovation, the industry as a
whole has been following this business model until the present.
India0s biopharmaceutical industry cloc$ed a )< percent growth with revenues of 7s.)><
billion %E> billion& in the 6**9-)* financial year over the previous fiscal. Fio-pharma was
the biggest contributor generating D* percent of the industry0s growth at 7s.;,;69 crore,
followed by bio-services at 7s.6,D>9 crore and bio-agri at 7s.),9>D crore.
2 /"r+etin C$&&'ni,"ti$ns /i4
The mar$eting communication mix consists of eight modes of communicationH
1. Advertisin! Any paid form of non-personal presentation and promotion of ideas,
goods, or services by an identified sponsor.
2. S"-es #r$&$ti$n! A variety of short-term incentives to encourage trial or purchase of a
product or service.
0. P'2-i, re-"ti$ns "nd #'2-i,it(! A variety of programs designed to promote andKor
protect a company0s image or its individual products.
18
3. Pers$n"- se--in! ace-to-face interaction with one or more prospective purchasers for
the purpose of ma$ing presentations, answering ,uestions, and procuring orders.
5. Dire,t &"r+etin! -se of mail, telephone, fax, e-mail, and other non-personal contact
tools to communicate directly with or solicit a direct response from specific customers
and prospects.
6. Inter",tive &"r+etin! =nline activities and programs designed to engage customers
or prospects and directly or indirectly raise awareness, improve image, or elicit sales of
products and services.
7. W$rd8$%8&$'t) &"r+etin! !eople-to-people oral, written, or electronic
communications that relate to the merits or experiences of purchasing or using products
or services.
9. Event "nd e4#erien,es &"r+etin! #ompany sponsored activities and programs
designed to create daily or special brand-related interactions.

/"r+etin ,$&&'ni,"ti$ns "nd 2r"nd e:'it(! "ar$eting communications activities
contribute to brand e,uity and drives sales in many waysH
#reating awareness of the brand
Bin$ing the right associations to the brand image in consumer4s mind
1liciting positive brand 'udgment or feeling
acilitating a stronger consumer-brand connection
These mar$eting communications activities must be integrated to deliver a consistent
message and achieve the strategic positioning. #ommon platform for
19
C$&&$n C$&&'ni,"ti$n P-"t%$r&s 'sed in Indi"n P)"r&",e'ti,"-s
"ainly there are six modes of communication channels used by the companies to
promote its product to the consumer and build brand. Felow are the six modes of
communication channels which are used in pharmaceutical Industry. !harmaceutical
Industry is highly regulated Industry in India as well as in pharmaceuticals both
customers and consumers are different and decision ma$ing is in the hands of customers
%physicians&, hence there are limited number of communication channels left for the
pharma companies. !ersonal Selling and Sales promotion are allocated ma'ority of
promotional budget and are highly preferred by the pharma companies. Fut pharma
companies have started using various interactive promotional tools to create brand
associations and brand interaction with both patients and physicians to build brands and
brand loyalty.
T"2-e 1! ."ri$'s C$&&'ni,"ti$n C)"nne-s 'sed 2( t)e P)"r&",e'ti,"- C$&#"nies
."ri$'s C$&&'ni,"ti$n C)"nne-s Used 2( t)e P)"r&",e'ti,"- C$&#"nies
Pers$n"- Se--in
"edical 7epresentative
S"-es Pr$&$ti$n
!remiums and 3ifts
ree Samples
airs and Trade Shows
Event 1 E4#erien,e /"r+etin
#ontinuous "edical 1ducation %#"1s&
!atient 1ducation !rogrammes
Sponsorship for #onferences KSeminars
ree +iseases #amps
Dire,t 1 Inter",tive /"+etin
20
CournalsK-pdatesKBiteratures
1-+eatiling
.ebsitesK1-mailsKFlogsK#hat 7ooms
P'2-i, Re-"ti$ns 1 P'2-i,it(
#haritable +onationsK#orporate Social 7esponsibilities
!ublicationsK#ompany "agazinesKAnnual 7eports
SpeechesKSeminarsK!ress 7eleases
Advertisin
FrochuresKFoo$letsK!ostersKBeaflets
!ac$aging =utersK!ac$aging Inserts
Audiovisual "aterials
/isual Aids
In pharmaceutical Industry, customer and consumer are different. #ustomers are
physicians who write the prescription and consumers are patients who ta$e the prescribed
medication. "oreover decision ma$ing regarding purchase of pharmaceutical product
particularly prescription drugs is dominated by customer %physicians&. (ence some
promotional tools are directed towards physicians, some towards patients and some
towards both shown as follow2
T"2-e 2! C-"ssi%i,"ti$n $% Pr$&$ti$n"- T$$-s de#endin $n C'st$&er "nd C$ns'&er
C-"ssi%i,"ti$n $% Pr$&$ti$n"- T$$-s De#endin $n C'st$&er "nd C$ns'&er
Gener"- Pr$&$ti$n"- /i4
.ebsitesK1-mailsKFlogsK#hat 7ooms
#haritable +onationsK#orporate Social 7esponsibilities
!ublicationsK#ompany "agazinesKAnnual 7eports
SpeechesKSeminarsK!ress 7eleases
ree Samples
airs and Trade Shows
P)(si,i"n S#e,i%i, Pr$&$ti$n"- /i4
1-detailing
Sponsorship for #onferencesKSeminars
!remiums and 3ifts
Audiovisual "aterials
CournalsK-pdatesKBiteratures
21
#ontinuous "edical 1ducation %#"1s&
/isual Aids
"edical 7epresentative
P"tient S#e,i%i, Pr$&$ti$n"- /i4
ree +iseases +etection #amps
!ac$aging =utersK!ac$aging Inserts
!atient 1ducation !rogrammes
FrochuresKFoo$letsK!ostersKBeaflets
1thical mar$eting communication program is optimum mix of various promotional tools
which should include tools from above mentioned categories of promotional tools in
order to build brand and brand loyalty and effective communication of the message to the
targeted consumers. 3eneral promotional mix plays an important role in corporate image
building and building brand e,uity of the corporate. .hile physician specific promotional
mix play an important role in promoting drugs and increasing sales of the company.
!atient specific promotional mix plays an important role in interacting and engaging
consumers with the brand and company also providing value added services.
/arious promotional tools can be classified on the basis of product specific promotional
tools and company specific promotional tools as follow2
T"2-e 0! ."ri$'s Pr$&$ti$n"- T$$-s 'sed 2( P)"r&",e'ti,"- C$&#"nies
."ri$'s Pr$&$ti$n"- T$$-s 'sed 2( P)"r&",e'ti,"- C$&#"nies
Pr$&$ti$n"- A,tivities N$n8#r$&$ti$n"- A,tivities
"edical 7epresentative
#haritable +onationsK#orporate Social
7esponsibilities
!remiums and 3ifts !ublicationsK#ompany "agazinesKAnnual 7eports
ree Samples SpeechesKSeminarsK!ress 7eleases
1-detailing airs and Trade Shows
.ebsitesK1-mailsKFlogsK#hat
7ooms Sponsorship for #onferencesKSeminars
FrochuresKFoo$letsK!ostersKBeaflets ree +iseases +etection #amps
!ac$aging =utersKInserts !atient 1ducation !rogrammes
Audiovisual "aterials CournalsK-pdatesKBiteratures
/isual Aids #ontinuous "edical 1ducation %#"1s&
22
#=+1 = !(A7"A#1-TI#AB "A7M1TI@3 !7A#TI#1S 6*)* % for India as par
3=I norms&
Introduction
Since the =!!I #ode of !harmaceutical "ar$eting !ractices is based on the International
ederation of !harmaceutical "anufacturers and Associations %I!"A& #ode, we
provide brief introduction to the I!"A #ode. The I!"A #ode has been in operation
for the last two decades with the ob'ective of ensuring that promotion of all products is
bac$ed by ade,uate, unbiased and truthful technical data. It defines universally
applicable baseline standards for mar$eting practice and applies to all promotional
communications from the pharmaceutical industry to the medical profession. This
includes visual aids, flip charts, leave-behinds, advertisements, gifts and audio-visuals.
This code has been revised in 6**D to cover additional aspects of Industry relationship
with healthcare professionals. These revisions have been made to ensure that I!"A and
its member associations including =!!I are committed to educational and promotional
efforts that benefit patients, and promotional programs and collaborations that enhance
the practice of medicine. The #ode therefore applies to the practice of organizing events
li$e scientific symposia or seminars by pharmaceutical companies and extending
hospitality to doctors. The #ode introduces clearer and more restrictive rules for
#ompanies interactions with healthcare professionals, including organization of events
involving travel, company sponsorship, hospitality, entertainment and gifts. The I!"A
#ode is a 0"odel #ode0. It is not intended to be a detailed operating procedure, covering
every eventuality. The #ode sets certain principles considered basic to ethical behaviour
in pharmaceutical mar$eting. It is designed to be adopted by more than 8) member
countries with transcultural and language barriers. It is noteworthy that the I!"A #ode
applies to the scientific as well as the non-scientific aspects of promotion. Its
implementation can be meaningful and total only with co-ordinated and coherent efforts
by the medical and the mar$eting personnel of the industry with cooperation from the
medical fraternity. Through the promotion of this #ode, I!"A see$s to ensure that
ethical promotional practices are established worldwide. =!!I is a signatory to the #ode
and hence it is obligatory on the "ember #ompanies to adhere to the principles enshrined
23
in this code. As suggested by the I!"A code, =!!I has adapted the code to provide
specific local guidelines. This publication contains the =!!I #ode followed by an
Appendix that details the =perating !rocedure for the implementation of the code. In the
end, the constitution and procedure for the #ode of !ractice #ommittee of the =!!I for
the implementation of the =!!I #ode is given as Appendix. The final responsibility of
implementation of the #ode is a matter of self-regulation and self-discipline.
IFP/A;
The International ederation of !harmaceutical "anufacturers G Associations is the
global non-profit @3= representing the research-based pharmaceutical industry,
including the biotech and vaccine sectors. Its members comprise 68 leading international
companies and :8 national and regional industry associations covering developed and
developing countries. The industry4s 7G+ pipeline contains hundreds of new medicines
and vaccines being developed to address global disease threats, including cancer, heart
disease, (I/KAI+S and malaria. The I!"A #linical Trials !ortal
%www.ifpma.orgK#linicalTrials&, the I!"A4s 1thical !romotion online resource
%www.ifpma.orgK1thical!romotionK& and its +eveloping .orld (ealth !artnerships
+irectory %www.ifpma.orgK(ealth!artnerships& help ma$e the industry4s activities more
transparent. The I!"A supports a wide range of .(= technical activities, notably
those relating to medicine efficacy, ,uality and safety, and coordinates industry
participation in the .(= I"!A#T initiative to combat counterfeit medicines. It also
provides the secretariat for the International #onference on (armonisation of Technical
7e,uirements for 7egistration of !harmaceuticals for (uman -se %I#(&.
6. 31@17AB !7I@#I!B1S H
6.) Fasis of InteractionH #ompanies0 relationships with healthcare professionals are
intended to benefit patients and to enhance the practice of medicine. Interactions should
be focused on informing healthcare professionals about products, providing scientific and
educational information and supporting medical research and education.
6.6 Independence of (ealthcare !rofessionalsH
24
@o financial benefit or benefit-in $ind %including grants, scholarships, subsidies, support,
consulting contracts or educational or practice related items& may be provided or offered
to a healthcare professional in exchange for prescribing, recommending, purchasing,
supplying or administering products or for a commitment to continue to do so. @othing
may be offered or provided in a manner or on conditions that would have an
inappropriate influence on a healthcare professional0s prescribing practices or would
influence their professional integrity and autonomy or will compromise patients4 interest
in any manner. (ealthcare professionals should not be influenced to endorse any drug or
product of any pharmaceutical company publicly.
6.> Appropriate -seH
!romotion should encourage the appropriate use of pharmaceutical products by
presenting them ob'ectively and without exaggerating their properties.
6.: 7egulationsH
In all cases, all relevant laws and regulations must be observed and companies have a
responsibility to chec$ re,uirements, in advance of preparing promotional material or
events.
6.8 Transparency of !romotionH
!romotion should not be disguised. #linical assessments, post-mar$eting surveillance
and experience programmes and post authorisation studies must not be disguised
promotion. Such assessments, programmes and studies must be conducted with a
primarily scientific or educational purpose. "aterial relating to pharmaceutical products
and their uses, whether promotional in nature or not, which is sponsored by a company
should clearly indicate by whom it has been sponsored.
>. !re-approval #ommunications and =ff-Babel -seH @o pharmaceutical product shall be
promoted for use until the re,uisite approval for mar$eting for such use has been given.
25
This provision is not intended to prevent the right of the scientific community and the
public to be fully informed concerning scientific and medical progress. It is not intended
to restrict a full and proper exchange of scientific information concerning a
pharmaceutical product, including appropriate dissemination of investigational : findings
in scientific or lay communications media and at scientific conferences. @or should it
restrict public disclosure of information to stoc$holders and others concerning any
pharmaceutical product, as may be re,uired or desirable under law, rule or regulation.
:. Standards of !romotional InformationH H
:.) #onsistency of !roduct informationH
It is understood that national laws and regulations usually dictate the format and content
of the product information communicated on labelling, pac$aging, leaflets, data sheets
and in all promotional material. !romotion should not be inconsistent with approved
product information. (ealthcare professionals in India should have access to similar data
to those being communicated by the same company in other countries.
:.6 Accurate and @ot "isleadingH
!romotional information should be clear, legible, accurate, balanced, fair, ob'ective and
sufficiently complete to enable the recipient to form his or her own opinion of the
therapeutic value of the pharmaceutical product concerned. !romotional information
should be based on an up-to-date evaluation of all relevant evidence and reflect that
evidence clearly. It should not mislead by distortion, exaggeration, undue emphasis,
omission or in any other way. 1very effort should be made to avoid ambiguity. Absolute
or all-embracing claims should be used with caution and only with ade,uate
,ualification and substantiation. +escriptions such as 0safe0 and 0no side effects0 should
generally be avoided and should always be ade,uately ,ualified.
:.> SubstantiationH
26
!romotion should be capable of substantiation either by reference to the approved
labeling or by scientific evidence. Such evidence should be made available on re,uest to
healthcare professionals. #ompanies should deal ob'ectively with re,uests for
information made in good faith and should provide data which are appropriate to the
source of the in,uiry.
8. !rinted !romotional "aterialH
.here regulations or codes are in force which define re,uirements, those ta$e
precedence.
8.) All !rinted !romotional "aterial, including AdvertisementsH
All printed promotional materials other than those covered in 8.6 below must be legible
and includeH
T the name of the product %normally the brand name&2
T the active ingredients, using approved names where they exist2
T the name and address of the pharmaceutical company or its agent responsible for
mar$eting the product2 8
T date of production of the advertisement2 and
T Iabbreviated prescribing informationJ which should include an approved indication or
indications for use together with the dosage and method of use, and a succinct statement
of the contraindications, precautions and side effects.
8.6 7eminder AdvertisementsH
A IreminderJ advertisement is defined as a short advertisement containing no more than
the name of the product and a simple statement of indications to designate the therapeutic
category of the product. or IreminderJ advertisements, Iabbreviated prescribing
informationJ referred to in 8.) above may be omitted.
27
D.1lectronic "aterials, Including AudiovisualsH
The same re,uirements shall apply to electronic promotional materials as applied to
printed materials. Specifically, in the case of pharmaceutical product related websitesH
T the identity of the pharmaceutical company and of the intended audience should be
readily apparent2
T the content should be appropriate for the intended audience2
T the presentation %content, lin$s, etc.& should be appropriate and apparent to the intended
audience2 and
T Information should comply with +rugs G "agic 7emedies Act.
<. I@T17A#TI=@S .IT( (1ABT(#A71 !7=1SSI=@ABSH
<.) 1/1@TSH
<.).)Scientific and 1ducational =b'ectivesH
The purpose and focus of all symposia, congresses and other promotional, scientific or
professional meetings %an I1ventJ& for healthcare professionals organised or sponsored
by a company should be to inform healthcare professionals about products andKor to
provide scientific or educational information.
<.).6 !romotional Information at 1ventsH
!romotional information which appears on exhibition stands or is distributed to
participants at international scientific congresses and symposia may refer to
pharmaceutical products which are not registered in the country where the 1vent ta$es
place, or which are registered under different conditions, provided that the following
conditions are observedH
28
T The meeting should be a truly international, scientific 1vent with a significant
proportion of the spea$ers and attendees from countries other than the country where the
1vent ta$es place.
T !romotional material %excluding promotional aids& for a pharmaceutical product not
registered in the country of the 1vent should be accompanied by a suitable statement
indicating the countries in which the product is registered and ma$e clear that such
product is not available locally.
T !romotional material which refers to the prescribing information %indications, warnings
etc.& authorised in a country or countries other than that in which the 1vent ta$es place
but where the product is also registered, should be accompanied by an explanatory
statement indicating that registration conditions differ internationally and
T An explanatory statement should identify the countries in which the product is
registered and ma$e it clear that it is not available locally.
<.6 Travel acilitiesH
@o travel facilities to be extended to a healthcare professional as a delegate, inside the
country or outside, including rail, air, ship, cruise tic$ets, paid vacations, etc. for self and
family members for vacation or for attending conference, seminars, wor$shops, #"1
programme, etc.
<.> !ayments for Spea$ers and !resentersH
!ayments of reasonable fees and reimbursement of out-of-poc$et expenses, including
travel and accommodation, may be provided to healthcare professionals who are
providing genuine services as spea$ers or presenters, other than delegates.
<.: Affiliation H
29
A healthcare practitioner may wor$ for the pharmaceutical company in advisory
capacities as consultants, as researchers, as treating doctors or any other professional
capacity. Such affiliation would ensure the followingH
%i& !rofessional integrity and freedom of healthcare professionals are maintained.
%ii& !atients4 interest are not compromised in any way.
%iii& Such affiliations are within the Baw and fully transparent and disclosed.
<.8 (ospitalityH
@o hospitality, li$e hotel accommodation, for self and family members under any pretext
to be provided to a healthcare professionals other than as mentioned in sections <.> and
<.:
<.8.) Appropriate /enueH
All 1vents should be held in an appropriate venue that is conducive to the scientific or
educational ob'ectives and the purpose of the 1vent or meeting. The additional
re,uirements set forth in Article < of this #ode also apply accordingly.
<.8.6 Bimits of (ospitalityH
(ospitality, wherever applicable, should be limited to refreshments andKor meals
incidental to the main purpose of the 1vent and should only be providedH
T To participants of the 1vent and not their guests2 and
T If it is moderate and reasonable as 'udged by local standards.
T As a general rule, the hospitality provided should not exceed what healthcare
professional recipients would normally be prepared to pay for themselves.
<.8.> 1ntertainmentH
30
@o stand-alone entertainment or other leisure or social activities should be provided or
paid for by companies. At 1vents, entertainment of modest nature which is secondary to
refreshments andKor meals, wherever applicable, is allowed.
<.D. #ash, 3ifts and !romotional AidsH
<.D.) #ashH
@o cash or monetary grants for individual purpose in individual capacity under any
pretext to be provided to healthcare professionals. unding for medical research study,
etc. can only be given through approved institutions by modalities laid down by law K
rules K guidelines adopted by such approved institutions in a transparent manner and as
mentioned in section
<.D.6 3iftsH
3ifts to the healthcare professionals %including, but not limited to, music #+s, +/+s,
sporting or entertainment tic$ets, electronic items& must not be provided or offered.
<.D.> !romotional AidsH
!romotional aids or reminder items may be provided or offered to healthcare
professionals and appropriate administrative staff, relevant to the practice of the
healthcare professional.
;. SamplesH
;.) Samples !ermitted!
In accordance with local laws and regulations, free samples of a pharmaceutical product
may be supplied to healthcare professionals in order to enhance patient care. Samples
should not be resold or otherwise misused
;.6 #ontrol and AccountabilityH
#ompanies should have ade,uate systems of control and accountability for samples
provided to healthcare professionals including how to loo$ after such samples whilst they
are in possession of medical representatives.
31
9. #ompany !rocedures and 7esponsibilities!
#ompanies should establish and maintain appropriate procedures to ensure full
compliance with relevant codes and applicable law and to review and monitor all of their
promotional activities and materials. A designated company employee, with sufficient
$nowledge and appropriate scientific or healthcare ,ualifications should be responsible
for approving all promotional communications. Also, a senior company employee could
be made responsible, provided that scientific advice is ta$en.
UNETHICAL PRO/OTION PRACTICES IN INDIA AND WORLD
1. RATIONAL CO/<INATION OF DRUGS O
According to a .orld (ealth =rganization %.(=& survey, >8? of the world0s spurious
drugs are produced in India, which has a 7s. :,***-crore fa$e drugs mar$et, the largest in
the world.
2. INCO/PLETE INFOR/ATION =
Information provided during promotion do nt have side effect and contraindication part as
well as adverse event occur with it.
0. INADE>UATE SA/PLING =
Sampling should be done as a part of ma$ing doctors familiar with the medicine. 7ather
pharma companies do irrational sampling also cost ad'ustment with samples.
3. HIGH .ALUE GIFT =
3ift of high value which influence doctors prescribing habits are given by companies.
5. SPONSORSHIPS O
32
=n the name of national and international conferences sponsorship is provided to doctors
and their family members which is again an written deal and toally dependent up on
business given by the doctor.
6. FALSE CLAI/S =
#laims li$e superiority of one over other and best efficient as well as safest which is
ethically incorrect.
9. PRI?ING =
+!#A norms are nor followed during formulating prizing strategy.
@. NEAUS <ETWEEN /EDICAL PRACTITIONERS AND PHAR/ACEUTICAL
CO/PANIES
A large ,uantity of fa$e medicines are being sold in the country because apart from
registered medical practitioners, un- registered medical practitioners such as being trained
in -nani, 7"!s %7egistered "edical !ractitioners& play an active role in health care
system of rural area and slum area, because they are the first contact in medical
emergencies. Such medical practitioners have no professional ,ualification and no license
to practice any system of medicine. In this situation pharmaceutical companies influence
such medical practitioners for the purpose of their products. -nfortunately in India, there
is no chec$ and balances on the pharmaceutical company as the incorrect drugs are given
to the patients. (ence such mar$eting methods create an impression of legitimacy and
independence and can leave consumers misinformed about the drugs they are buying.
1B. CONDITION <RANDING
#ondition branding is 'ust one of the ways pharmaceutical companies unethically mar$et
their products to consumers. In an ethically sound industry, a producer would create a
product to satisfy the need of the mar$et. (owever, in pharmaceuticals, a mar$et can
simply be created by exploiting a potential health ris$. ollowing the emergence of the
mar$et, billions of dollars could be made providing preventative medications that might
33
be unnecessary to the ma'ority of those patients. In a preventative effort, many patients
and doctors ali$e overloo$ the serious side affects that can come with long term
treatments. In the case of osteoporosis, the most popular type of preventative drugs called
bisphosphonates were actually occasionally recorded to cause s$eletal pain and unusual
bone fractures

CHAPTER 5
O<CECTI.ES AND SCOPE OF THE PROCECT
Pri&"r( O2De,tives
To study the perception of healthcare professionals towards pharmaceutical
promotion tools.
To study factors affecting pharmaceutical promotion
To suggest strategies to improve effectiveness of promotional tools.
Se,$nd"r( O2De,tives
To find view of healthcare professional toward scientific $nowledge provided by
the company as a part of promotion.
To find effective medium for the promotion according to the view of healthcare
professionals.
To study effect of creativity in promotional material.
S,$#e $% t)e st'd(
The study will help the company to $now opinion of healthcare professionals
about pharmaceutical promotion. It will help to increase effectiveness of the
promotional material which will result in increase in sale.
34
This study has been conducted to $now the current scenario in pharmaceutical
promotion
The study will also help in identification of the problems in the promotion and
how the company can improve the efficiency and effectiveness

CHAPTER 6
RESEARCH /ETHODOLOGY
O2De,tives $% t)e Pr$De,t
To study the perception of healthcare professionals towards pharmaceutical
promotion tools.
To study factors affecting pharmaceutical promotion
To suggest strategies to improve effectiveness of promotional tools
7esearch methodology is a systematic way, which consists of series of action steps,
necessary to effectively carry out research and the desired se,uencing to these steps. The
mar$eting research is a process of involves a no. of inter-related activities, which overlap
and do rigidly follow particular se,uence. It consists of the following stepsH-
ormulating the ob'ective of the study
+esigning the methods of data collection
35
=b'ectives
7esearch +esign
Selecting the sample plan
#ollecting the data
!rocessing and analyzing the data
7eporting the findings
RESEARCH DESIGN
7esearch design specifies the methods and procedures for conducting a particular study.
A research design is the arrangement of conditions for collection and analysis of the data
in a manner that aims to combine relevance to the research purpose with economy in
procedure. 7esearch design is broadly classified into three types as
1xploratory 7esearch +esign
+escriptive 7esearch +esign
#ausal 7esearch +esign
I have chosen the descriptive research design.
DESCRIPTI.E RESEARCH DESIGN
+escriptive research studies are those studies which are concerned with described the
characteristics of particular individual. In descriptive as well as in diagnostic studies, the
researcher must be able to define clearly, what he wants to measure and must find
36
Sample +esign
+ata #ollection
+ata Analysis
7eport of findings
ade,uate methods for measuring it along with a clear cut definition of population he want
to study. Since the aim is to obtain complete and accurate information in the said studies,
the procedure to be used must be carefully planned. The research design must ma$e
enough provision for protection against bias and must maximize reliability, with due
concern for the economical completion of the research study.
SA/PLEING DESIGN
A Sampling design is the process of selecting a representative part of population,
studying it and there by drawing conclusion about population itself. It helps to identify
the target population to be considered for collection of data.
#haracteristics of a good sample
A good sample should be accurate
A good sample should be precise.
It should enable researchers to specify the degree of confidence.
P$#'-"ti$n
All the items in the field of in,uiry constitute a universe or population. The population
under study is healthcare professionals from western "umbai region.
S"&#-in 'nit
Sampling unit considered under study is the geographical unit. (ealthcare
professionals from western "umbai region are considered for study
S"&#-e siEe
Sample size refers to the number of items to be selected from the universe. Substantial
portions of the target customer that are sampled to achieve reliable result are )**
37
AREA OF STUDY
The area of study is confined to western "umbai region.
S"&#-in /et)$d
In this mar$eting research pro'ect, I am using purposive sampling method. It re,uires
prior $nowledge of the population. The selection is done according in the same
proportion
S$'r,e "nd &et)$ds $% D"t" ,$--e,ti$n
The study was conducted by the means of personal interview with respondents and the
information given by them were directly recorded on ,uestionnaire.
or the purpose of analyzing the data it is necessary to collect the vital information. There
are two types of dataH-
Pri&"r( d"t"
!rimary data can be collected through ,uestionnaire. The ,uestionnaire can be classified
into four main types.
Structured non disguised ,uestionnaire
Structured disguised ,uestionnaire.
@on structured non disguised ,uestionnaire
@on Ostructured disguised ,uestionnaire.
or my mar$et study, I have sleeted structured non-disguised ,uestionnaire because my
,uestionnaire is well structured, listing of ,uestions are in a prearranged order and where
38
the ob'ect of en,uiry is revealed to the respondents. To ma$ing a well-structured
,uestionnaire,
.e have adopted three types of ,uestions-
=pen ended ,uestion
+ichotomous ,uestions
"ultiple choice ,uestions
These types of ,uestions are easy to understand and easy to give re,uired answers.
Se,$nd"r( d"t"
Secondary data means data that are already available i.e. they refer the data which have
already been collected and analyzed by someone else. .hen the researcher utilizes
secondary data, than he has to loo$ into various sources from where he can obtain them,
in this case he is certainly not confronted with the problems that are usually associated
with the collection of original data. Secondary data may either be published data or
unpublished data. -sually published data are available inH
Internal sources data within the organisation
1xternal sources
=nline database
/arious publications of the central, state and local government2
/arious publications of foreign government or of international bodies and their
subsidiary organizational2
Foo$s, magazines and newspapers2
39
7eports and publications of various associations connected with business san
industry, stoc$ exchanges etc.2
7eports prepared by research scholars, universities, economists etc2
!ublic records and statistics, historical document and other source of published
information.
/et)$ds $% d"t" "n"-(sis "nd st"tisti,"- Te,)ni:'es
I have ta$en the Statistical tool of percentage method to analysis and interpretation of
the collected data
Li&it"ti$ns $% t)e st'd(
Though the resources seem sufficient enough to achieve high standard for this research,
still we foresee the following limitations of study.
The sector is very vast and it is not possible to cover every noo$ and corner of this
sector.
The variability and availability of data was also a limitation.
Information collected may be ineffective because the respondents may be biased
and does not want to reveal the accurate information.
Time was the ma'or limitation of this study. This study was performed only for a
period of D* days.
40
CHAPTER 7
DATA ANALYSIS 1 INTPRETATION
1) .hich are the promotional materials most used by the medical representative to
promote their productR
TAFB1 @= )
P"rti,'-"rs n$ $% res#$ndents Per,ent"e
ree sample 68 68
/isual aids >D >D
3ift and premium )D )D
Scientific literature 9 9
#ontinous medical education ): ):
I3-71 @= )
41
D"t" "n"-(sis "nd inter#ret"ti$n! the visual aids are mostly used by a mar$eting
representative to promote product followed by free samples which is at second place as
per percentage.
6& +o you find promotional material useful for the upgradation of $nowledge of
particular productR
TAFB1 @= 6
P"rti,'-"rs N$. O% Res#$ndents Per,ent"es
Aes <D <D
@o 6: 6:
I3-71 @* 6
42
0
5
10
15
20
25
30
35
40
Free sample Gifts & premium visuai aids scientific
literature
CME
p
e
r
c
e
n
t
D"t" "n"-(sis "nd inter#ret"ti$n! <D? of healthcare professionals thin$ that
promotional material helps in up gradation of $nowledge of particular product
>& According to your opinion which promotional tool is most effectiveR
TAFB1 @= >
P"rti,'-"rs n$ $% res#$ndents Per,ent"e
ree sample 68 68
/isual aids >< ><
3ift and premium : :
Scientific literature )< )<
#"1 )> )>
1 detailing : :
I3-71 @* >
43
D"t" "n"-(sis "nd inter#ret"ti$n! the above data shows that ><? of healthcare
professionals feel that visual aids are most effective tool of promotion. Therefore
company should use visual aids as prime tool,
:& .hich medium shall be employed for effective promotion of productR
TAFB1 @= :
P"rti,'-"rs N$ $% res#$dents Per,ent"e
!rint medium 8< 8<
Audio visual >> >>
e- detailing )* )*
I3-71 @= :
44
D"t" "n"-(sis "nd inter#ret"ti$n! from the above data 8<? of healthcare professionals
believe that print medium is best for promotion therefore company should use print
medium for effective promotion
8& (ow many brands should be promoted by medical representative at a time for
effectivenessR
a& )-> b& >-8 c& more than 8
TAFB1 @= 8
P"rti,'-"rs N$ $% res#$ndents Per,ent"e
)-> D; D;
>-8 66 66
"ore than 8 )* )*
I3-71 @= 8
.
45
D"t" "n"-(sis "nd inter#ret"ti$n! rom the above data D;? of healthcare professionals
thin$ that medical representative should promote maximum > brand at a time. It will
helpful for easy recalling of the brand
D& According to you the ideal promotion tool should be withR
TAFB1 @= D
P"rti,'-"rs N$ $% res#$dents Per,ent"e
Information with diagram 88 88
#ase references 66 66
#omprehensive data 6> 6>
I3-71 @= D
46
D"t" "n"-(sis "nd inter#ret"ti$n! according to 88 ? of healthcare professionals ideal
promotional tool should contain scientific information with diagram
<& .hat should be the time given to medical representative for promotionR
A& 6-> min F& >-8 min #& 8-< min
TAFB1 @= <
P"rti,'-"rs N$ $% res#$ndents Per,ent"e
6-> min 6: 6:
>-8 min D: D:
8-< min )6 )6
I3-71 @= <
47
D"t" "n"-(sis "nd inter#ret"ti$n! According to D:? of healthcare professionals >-8
min should be given to medical representative for promotion.
;& +oes the creativity in promotional material help you to remember brand of particular
companyR
TAFB1 @= ;
P"rti,'-"rs N$. O% Res#$ndents Per,ent"es
Aes 9* 9*
@o )* )*
I3-71 @= ;
48
D"t" "n"-(sis "nd inter#ret"ti$n!. 9*? healthcare professionals thin$ that creativity in
material helps to recall the brand name.
9& .hat encourage you to prescribe any particular brand to the patientR
TAFB1 @= 9
P"rti,'-"rs N$ $% res#$ndents Per,ent"e
!roduct feature :8 :8
Frand 69 69
3ift 6) 6)
7elation with "7 8 8
I3-71 @= 9
49
D"t" "n"-(sis "nd inter#ret"ti$n! :8? of healthcare professionals thin$ that product
feature plays an important role for prescribing to patient
CHAPTER 9
O<SER.ATION AND FINDINGS
=b'ectives U.no "a'or indings Suggestion
).To suggest the
strategies to
increase the
effectiveness of
promotion
6,>,; rom the above data
D;? of healthcare
professionals thin$
that medical
representative
should promote
maximum > brand at
a time
according to 88 ?
of healthcare
professionals ideal
promotional tool
should contain
!roviding web lin$ to
healthcare professional
so that they can visit the
site in their free time,
learn about drug and
give feedbac$ about
drug
-se of technology
-sing tablet !#s, sales
people can present their
information faster and
direct the doctor to
50
scientific
information with
diagram
according to D: ?
of healthcare
professionals >-8
minute should be
given to medical
rep. for promotion
company .eb pages.
.eb presentations
#ompany should focus
on .eb-based visits
between doctors and
salespeople. The
appointments are made
for the evening or
wee$ends
6.To study
factors affecting
pharmaceutical
promotion
:,8,)* 9*? healthcare
professionals thin$
that creativity in
material helps to
recall the brand
name
:8? of healthcare
professionals thin$
that product feature
plays an important
role for prescribing
to patient
company should
continue to provide
creative promotion tools
company should focus
on product feature for
the promotion of drugs
=b'ectives U.no "a'or indings Suggestion
>. To study the
perception of
healthcare
professionals
towards
pharmaceutical
promotion
),6,>,:.
According to >D? of
healthcare professionals !
the visual aids are mostly
used by a mar$eting
representative to promote
product
><? of healthcare
professionals feel that
visual aids are most
effective tool of
promotion
Tailor-made
design and
customized
messages of
visual aids to
answer individual
needs of specific
customer group
sustain and
enhance the
intensity of
51
8<? of healthcare
professionals believe that
print medium is best for
promotion
<D? of healthcare
professionals thin$ that
promotional material
help in up gradation of
$nowledge of particular
product
customer
interaction at one
or more customer
touch points with
print medium
#orrelate
scientific
literature and
product
positioning
CHAPTER @
CONCLUSION
!romotion is essential for informing health care professionals about new medicines and
new uses for existing medicines. As part of its commitment to health, the industry has an
obligation and responsibility to provide accurate information about its products to health
care providers, in order to establish a clear understanding of the appropriate uses of each
prescription medicine.
!romotional activities %mar$eting practices& must be consistent with high ethical
standards and information should be designed to help health care providers to improve
the services provided to patients. Information provided must be ob'ective in a
comprehensive manner. !romotion tools should contain therapeutic indications and
52
conditions of use must be based on valid scientific evidence and must include clear
statements with respect to side effects, contra-indications and precautions.
+uring the pro'ect researcher found that time was the ma'or factor in promotion therefore
a medical representative should promote less no of brands at a time. According to
(ealthcare professionals print medium is best for the promotion material. !roduct feature
and scientific literature are important factor in the promotion. #reativity in promotion
helps healthcare professionals to remind particular brand.
CHAPTER 1B
SUGGESTION
). O<CECTI.EH To suggest the strategies to increase the effectiveness of promotion
FINDINGS
rom the above data D;? of healthcare professionals thin$ that medical
representative should promote maximum > brand at a time
according to 88 ? of healthcare professionals ideal promotional tool should
contain scientific information with diagram
according to D: ? of healthcare professionals >-8 minute should be given to
medical rep. for promotion
SUGGESTION!
!roviding web lin$ to healthcare professional
53
-se of technology
.eb presentations
I/PLE/ENTATION!
(ealthcare professionals can visit the site in their free time, learn about drug and
give feedbac$ about drug. #ompany should give some gifts or benefits to
healthcare professionals who visited site regularly.
-sing tablet !#s, sales people can present their information faster and direct the
doctor to company .eb pages. "eanwhile, the tablet !# automatically records
information about what was presented and how it was received and sends it bac$
to the mar$eting department. This feedbac$ can be used to 'udge the ,uality of the
company0s message and sometimes the s$ill of the person presenting it.
The appointments are made for the evening or wee$ends, and a sales
representative gives a presentation through an online video lin$ or over the
telephone while directing the physician to .eb pages.
2. O<CECTI.EH To study factors affecting pharmaceutical promotion
FINDINGH
9*? healthcare professionals thin$ that creativity in material helps to recall the
brand name
:8? of healthcare professionals thin$ that product feature plays an important role
for prescribing to patient
SUGGESTION!
company should continue to provide creative promotion tools
company should focus on product feature for the promotion of drugs
I/PLE/ENTATIONH
54
The promotion material should be in a creative design focusing more on the product
feature therapeutic indications and conditions of use must be based on valid scientific
evidence and must include clear statements with respect to side effects, contra-indications
and precautions
0. O<CECTI.ES! To study the perception of healthcare professionals towards
pharmaceutical promotion.
FINDINGS!
According to >D? of healthcare professionals the visual aids are mostly used by a
mar$eting representative to promote product.
><? of healthcare professionals feel that visual aids are most effective tool of
promotion.
8<? of healthcare professionals believe that print medium is best for promotion.
<D? of healthcare professionals thin$ that promotional material help in up
gradation of $nowledge of particular product
SUGGESTION!
Tailor-made design and customized messages of visual aids to answer individual
needs of specific customer group
sustain and enhance the intensity of customer interaction at one or more customer
touch points with print medium
#orrelate scientific literature and product positioning
I/PLE/ENTATION
The organization should recruit salesperson, creative director to increase customer
interaction and to provide tailor-made designs of visual aids.
55
<I<LIOGRAPHY
!(IBI! M=TB17, Mevin BA@1 M1BB17, AF7A(A" M=S(A,
"IT(IB1S(.A7 "ar$eting "anagement, )>th 1dition, @ew +elhi, !earson
1ducation, 6**;
M=T(A7I. #.7. 7esearch methodology, @ew +elhi, @ew Age International
igen 1bren, !hilip C. Mitchen, Safa$ A$soy, and 1rdener Mayna$ %6**D&,
I!robing Integrated "ar$eting #ommunications %I"#& in Tur$eyJ, Cournal of
!romotion "anagement, )) %)&, )6<-)8).
7alph ". 3aede$e, +ennis (. Tootelian, and 1ric 1. Sanders %)999&,I/alue of
Services !rovided by !harmaceutical #ompaniesH !erception of !hysicians and
!harmaceutical Sales 7epresentativesJ, (ealth "ar$eting Uuarterly, )< %)&, 6>-
>).
56
M7# 7esearch %6**;, "arch&, ISurvey of !hysicians about !harmaceutical and
Fiotech 7esearch Activities and InformationJ, #ommissioned by !harma.
Furnett, Cohn, and "oriarty, Sandra %)99;&,IIntroduction to "ar$eting
#ommunicationsHAn Integrated ApproachJ, -pper Saddle 7iver, @CH !rentice-
(all
Questionnaire
Personal Details-
@ame "r.K"rs.K"issVVVVVVVVVVVVVVVVVVVVVVVVVV
AddressVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV
VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV
!hone @o. VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV

)& .hich are the promotional materials most used by the medical representative to
promote their productR
57
)& ree sample 6& gifts and premiums
>& visual aids :& scientific literature
8& continous medical education
6& +o you find promotional material useful for the upgradation of $nowledge of
particular productR
)& Aes 6& @o
>& According to your opinion which promotional tool is most effectiveR
)& ree sample 6& gifts and premiums
>& visualet :& scientific literature
8& continous medical education D& 1 detailing
:& .hich medium shall be employed for effective promotion of productR
)& Audiovisual material 6& print medium >& 1-detailing
8& (ow many brands should be promoted by medical representative at a time for
effectivenessR
)& )-> 6& :-8 >& more than 8
D& According to you the ideal visual aids should be withR
)& #ase references 6& information with diagram
>& #omprehensive data
<& .hat should be the time given to medical representative for promotionR
A& 6-> min F& >-8 min #& 8-< min
58
;& +oes the creativity in promotional material help you to remember brand of particular
companyR
)& Aes 6& @o
9& .hat encourage you to prescribe any particular brand to the patientR
)& !roduct features 6& Frand
>& 3ifts :& 7elation with "7.
)*& Any suggestion or opinion
------------------------------------------------------------------------------------------------------------
------------------------------------------------------------------------------------------------------------
------------------------------------------------------------------------------------------------------------
59