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Title : ROLE OF SHORT TERM CAMPAIGNS IN BOOSTING UP SALES, WITH SPECIAL EMPHASIS ON INDIAN PHARMACEUTICAL MARKET
Authors : Aravinda Pai, G.K.Sudhakar, Venkatesh Kamath, Vasudev Pai
Abstract : In recent years, strategic marketing has played an important role in the process of pharmaceutical marketing. Due to increase in the number of pharmaceutical companies as well as rapidly growing product portfolio, it is essential to look for innovative strategies periodically to ensure competitiveness in the market place. Strategies may look different for different segments of markets because some segments may depend only on concept selling. Nowadays, particularly in the Indian pharmaceutical market, we see more than 100 brands competing for a single drug and price also playing an important role. Since patient is an indirect customer for a pharmaceutical company, it is the discretion of a physician to select particular brand for a drug (1). In this scenario, short term campaigns can be effective in brand conversions and to boost up sales. In the present article a brief overview will be given on short term campaigns conducted by different pharmaceutical companies and the output in the form of incremental sales.

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