Published Paper Details:

Pharmaceutical industry is one of the rapidly growing Industry globally. It is exploring new ways of promoting products to the Physicians who are the key decision makers for prescribing Drugs to the end customer which is Patient. Pharmaceutical Industry is spending huge on promoting drugs to the Physicians in innovative ways so as to influence the physician. The study was conducted to find the impact of various Promotional Strategies adopted by Pharmaceutical Companies for influencing Physician Prescription and the Physician�s perspective about these pharmaceutical strategies in the area of Punjab. A qualitative study was conducted for determining the various Promotional strategies and the Physician�s Perspective in Punjab. Interviews were conducted and Open-ended questions were asked to 50 Physicians and 50 Medical Representatives. The main conclusion was that the Physicians develop perception about Pharmaceutical Company based on the Engagement activities with the Physician, Product Knowledge of the Medical Representative and the way the Drugs are promoted to the Physician ( sharing about the benefits and the side effect profile of the drug ) and these were found to be the most effective marketing strategies of the Pharmaceutical Industry for promoting Drugs. The Medical Representatives were also of the same opinion except for the influence of incentives on the Physicians prescription which was not considered as important factor by the Physicians.