A review of pharmaceutical marketing and promotion technique

Author(s)	Prof. Dr. Seena K X, Mr. Adharsh M Vinu, Mr. Gautham D, Mr. Nadilsha Ibrahim, Ms. Noufiya Nissam, Ms. Sreelakshmi S
Country	India
Abstract	Pharmaceutical marketing plays a critical role in ensuring that safe, effective, and appropriate medicines reach the right patients through informed decision-making by healthcare professionals and consumers. As a crucial component of the marketing mix, pharmaceutical promotion encompasses a wide range of communication strategies designed to create awareness, influence prescribing behaviour, and support the ethical use of medicines. Promotion in the pharmaceutical industry is unique due to strict regulatory frameworks. Effective promotional techniques can improve product visibility, strengthen relationships with healthcare providers, and support rational prescribing. A well-designed and ethically compliant promotional mix helps pharmaceutical companies balance commercial objectives with patient welfare, ultimately contributing to better healthcare outcomes.
Keywords	Marketing, Pharmaceutical marketing, Promotion, Promotional mix, Promotional budget.
Field	Medical / Pharmacy
Published In	Volume 8, Issue 1, January-February 2026
Published On	2026-01-11
DOI	https://doi.org/10.36948/ijfmr.2026.v08i01.65069

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