Pharmaceutical Marketing, Management and Leadership


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Working together to innovate marketing practices can indeed give meaning and direction to an organization. Pharmaceutical marketing is no different from basic marketing needs by a constant reinforcement of the sensitivity to the environments, to the market and to the customers and an absolute cohesion with all the services to achieve the identified objectives.

In the highly competitive and volatile pharmaceutical market, it is imperative to follow and practice innovative marketing. Pharmaceutical marketing is the soul of all product-related activities to reach the mind of the customer, build an identity for both the products and the organization. In India, most similar molecules/combinations compete in a specific therapeutic segment for their brand share, identity and longer product shelf life. In the sale of pharmaceutical products, the creation of brand equity is the cardinal factor.

Pharmaceutical marketing deals with the spread of products (brands) through advertisements or through presentation to doctors based on medical need. Medical marketing encompasses disease-related features of the therapeutic product and its comparative advantages for patients, and requires endorsement by clinicians. The following interrelationships are very relevant in medical marketing.

Products, People, Physicians and Strategic Direction

Besides all the above, communication plays a crucial role in the overall brand equity management. Personalized communication, needs-based medical communication, and persuasive communication really matter a lot.

Leadership in Pharmaceutical Management and Marketing

Effective leadership is an essential part of pharmaceutical management and marketing, as people are closely involved in all hierarchical management positions. In pharmaceutical management, leading and developing a team and an organization adapted to the current needs of the pharmaceutical industry is the key objective and one of the most important functional areas. A fine-tuning between management function and leadership behavior and vision is the desired synergy of organizational success.

Pharmaceutical management, through its basic leadership function, develops and motivates people to excel and achieve desired goals. Top motivator, Dale Carneige, said, “Truly inspiring people aren’t driven to lead others, they’re driven to serve them.”

Here, the word “serve” relates to developing people, to nurture them of their potential and inspire them to follow certain values ​​rather than preaching to do so. Pharmaceutical marketing functional leaders should belong to the same concept and group as they are expected to build a team by inspiring an individual or a team with their ideas, knowledge, skills and values. Technical skills, behavioral understanding, interpersonal skills, and emotional intelligence are a few valuable skills that pharmaceutical leaders cherish for their individual and organizational success.

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