Marketing and development in the pharmaceutical industry/medico marketing                                             

ABSTRACT

The Indian pharmaceutical industry play prominent role in the global pharmaceutical industry. It rank 3 world wide for production by and 14th by value 2.5% to global store.It main aim to generate new lead build strategic relationships, improve sales process. India is major exporter of pharmaceutical industry. It  accounts 60% of the global vaccine demands.

The two decades of theoretical contributions to the market orientation concept, today not only the essential details of its application but also its possible effects and benefits have been agreed upon. Numerous studies have confirmed the viability and advantages of a market orientation strategy in different sectors and markets. Thus it is surprising that, given the nature of the pharmaceutical industry, there is a relative absence of references on the application of these principles in this industry. The present study attempts to provide exploratory research into the reasons for this absence. For this purpose, a semi-structured telephone interview was carried out with the managing directors of 20 Indian pharmaceutical companies. The surprising lack of knowledge of the concept and therefore its apparent lack of application in the pharmaceutical industry appears to run counter to the logic and necessary innovation-orientation in this industry.

Multinational pharmaceutical Companies are responsible for the current shift in the marketing strategies. Leading companies are using high-end development and not adaptive development, new innovation-based companies are going places and companies not doing innovation in products and processes are finding difficult, to compete with organizations adapting innovation. The pharmaceutical industry is highly complex. The technologies leading to drug Discovery and development are at the peak of human knowledge. The huge size of the companies and the complexities of their processes and technologies results in many organizational and management challenges. The development and management of the distribution system is highly costly .

 Objective:- the major objective of the product development and optimisation stage is to ensure that the product selection for the further development is fully optimised and complies with design specification. It provide a clear directions and objectives for the project team and also provide a good reference source for the development plan .

Key Words:  Prominent ,Surprising lack , Complexities, Optimised, Acute, Strategies