Determinants of the promotional mix

Determinants of the promotional mix

The promotional mix in pharmaceutical marketing is a combination of various promotional strategies used by pharmaceutical companies to promote their products and reach out to their target audience. The determinants of the promotional mix in pharma marketing may include:

1. Product: The nature of the product being promoted is an important determinant of the promotional mix. The complexity of the product, the target audience, and the market conditions are some of the factors that influence the choice of promotional mix.
2. Target audience: The target audience is an important factor in determining the promotional mix. The age, gender, educational level, and lifestyle of the target audience can influence the choice of promotional mix.
3. Competitive environment: The competitive environment is a critical determinant of the promotional mix. The number and strength of competitors, the nature of the product, and the marketing budget can all influence the choice of promotional mix.
4. Marketing budget: The marketing budget is a key determinant of the promotional mix. The amount of money available for marketing will determine the type and extent of promotional activities that can be carried out.
5. Regulatory environment: The regulatory environment in which the pharmaceutical company operates is another important determinant of the promotional mix. Regulations around advertising and promotion of pharmaceutical products can limit the choice of promotional mix.
6. Media availability: The availability of different types of media, such as television, radio, print, and digital, can influence the choice of promotional mix.
7. Sales force effectiveness: The effectiveness of the sales force can also be a determinant of the promotional mix. A strong sales force can enable a company to focus more on personal selling, while a weak sales force may require more investment in other promotional activities.

Overall, the promotional mix in pharma marketing is determined by a combination of factors, including product, target audience, competitive environment, marketing budget, regulatory environment, media availability, and sales force effectiveness.

Final Year B Pharm Notes, Syllabus, Books, PDF Subjectwise/Topicwise

Final Year B Pharm Sem VII	BP701T Instrumental Methods of Analysis Theory
BP702T Industrial Pharmacy Theory	BP703T Pharmacy Practice Theory
BP704T Novel Drug Delivery System Theory	BP705 P Instrumental Methods of Analysis Practical
Final Year B Pharm Sem VII	BP801T Biostatistics and Research Methodology Theory
BP802T Social and Preventive Pharmacy Theory	BP803ET Pharmaceutical Marketing Theory
BP804ET Pharmaceutical Regulatory Science Theory	BP805ET Pharmacovigilance Theory
BP806ET Quality Control and Standardization of Herbals Theory	BP807ET Computer-Aided Drug Design Theory
BP808ET Cell and Molecular Biology Theory	BP809ET Cosmetic Science Theory
BP810ET Experimental Pharmacology Theory	BP811ET Advanced Instrumentation Techniques Theory
BP812ET Dietary supplements and Nutraceuticals	Pharmaceutical Product Development

Suggested readings:

• Patients’ choice of physician and retail pharmacist
• Determinants of Health Social Pharmacy Notes, PDF Books, MCQ
• Presentation Skills
• 106RMT Remedial Mathematics Theory
• Stages of drug discovery, drug development process