Abstract
Purpose. Pharmaceutical industry is transnational and globally important. Many pharmaceutical companies operate their business in multinational and international forms in different countries. Diverse researches from different countries indicated and confirmed marketing promotion importance in pharmaceutical field. Therefore, marketing promotion and its effects are a very important issue that should be globally investigated in real life and evidence context. We oriented our research according to these scientific and practical values. Methodology . We reviewed pharmaceutical marketing promotion researches from more than 25 different countries, e.g., USA, Canada, Italy, France, Russia, India, Egypt and Syria where we employed our knowledge of three widely spread languages, i.e., English, Russian and Arabic. Such language variation supports us with large and variable amount of scientific knowledge, deep understanding and ability of analysis. Some studies investigated average response to pharmaceutical marketing promotion and few studies took into consideration heterogeneity in their effects with respect to advertising medium or drug characteristics. Originality . We investigated empirical evidences of pharmaceutical marketing promotion that can be directed to either consumer or healthcare professionals. Findings. We extracted, gathered and associated information of pharmaceutical promotion globally which oriented us to several evidence and practical facts with regard to employing promotion tools in different definite situations pertinent to main directions; their welfare and health enhancing effects and adverse effects. Practical Implications- Consequently, we developed practically-oriented guidelines for companies concerning pharmaceutical promotion globally ate the end of this paper.
Highlights
Different researches from diverse countries indicated and confirmed marketing promotion importance in pharmaceutical field
Practical ImplicationsConsequently, we developed practically-oriented guidelines for companies concerning pharmaceutical promotion globally ate the end of this paper
Besides direct-to-consumer promotion, the effect of direct-to-healthcare professionals promotion which is the primary form of promotion in pharmaceutical industry
Summary
Different researches from diverse countries indicated and confirmed marketing promotion importance in pharmaceutical field. For example; Saba’ (2013), studied the relation between four factors of simple marketing (repackaging, replacing, reusing and renewing) and pharmaceutical companies product development success in Egypt. She found significant effect of simple marketing on pharmaceutical product development success. She found significant statistical differences between pharmaceutical companies managers expecta- yahoo.com. The study of Shalash, Al houri and Alshorah (2011) investigated using electronic marketing in Jordan by 14 pharmaceutical companies. Abidat and Al Gader (2011) investigated the effect of using marketing mix (product, price, promotion, distribution) on pharmacists’ opinion and recommendation
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