DATA ANALYSIS

1. For how many years you are practicing as a medical practicener (Doctor)?
Less than one year ---------------------------------- 17 per cent
From one to five years ----------------------------- 32 per cent
Five to Ten years ----------------------------------- 36 per cent
More than Ten years ------------------------------- 12 per cent
Can not remember --------------------------------- 03 per cent

40%

35%

30%

25%

20%

15%
Less than five years
10% Five to ten years

5% Ten to Twenty years

More than twenty years
0%
Less than five years 17% Can not remember
Five to ten years 32%
Ten to Twenty years 36%
More than twenty years 12%
Can not remember 3%

Fig
6.1: Practicing as a medical practicener

Interpretation:

At the initial stage of the research, an attempt was made to understand the profile of the
doctors in terms of their experience in the industry. Great care was taken to ensure that the
sample is adequate and representative of the universe.
2. Do you agree that Indias pharmaceutical industry is one of the fastest growing
segments of the Indian economy?
Agree -------------------------------------- 43 per cent
Strongly Agree --------------------------- 37 per cent
Disagree ---------------------------------- 09 per cent
Strongly Disagree ----------------------- 04 per cent
Do not know/ Can not say ------------- 07 per cent

45%
40%
35%
30%
25%
20%
Agree
15%
Strongly Agree
10%
Disagree
5% Strongly Disagree

0% Do not know/ Can not say

Agree 43%
Strongly Agree 37%
Disagree 9%
Strongly Disagree 4%
Do not know/ Can not say 7%

Fig
6.2: The fastest growing segments of the Indian economy

Interpretation:

Indias pharmaceutical industry is one of the fastest growing segments of the Indian economy
and this is also one of the vital industrial segments which are directly related to the health of
the nation.
3. Do you agree that the marketing strategy of the pharmaceutical industry should be
different from the marketing strategy in non-pharmaceutical segments?
Agree ------------------------------------ 50 per cent
Strongly Agree -------------------------32 per cent
Disagree -------------------------------- 10 per cent
Strongly Disagree -------------------- 04 per cent
Do not know/ Can not say ---------- 04 per cent

50%
45%
40%
35%
30%
25%
20%
Agree
15% Strongly Agree
10% Disagree
5% Strongly Disagree

0% Do not know/ Can not say

Agree 50%
Strongly Agree 32%
Disagree 10%
Strongly Disagree 4%
Do not know/ Can not say 4%

Fig
6.3: Pharmaceutical segments

Interpretation:

The structure and the dynamics of the pharmaceutical industry are different from that of other
industrial domains. This is what necessitates the pharmaceutical sector to formulate a unique
marketing strategy to suit their industry requirements and that appears to be different, in
practice and normative sphere, from other industries.
4. Do you agree that institutional selling is quite prevalent when it comes to
pharmaceutical market in India?
Agree ------------------------------------- 44 per cent
Strongly Agree -------------------------30 per cent
Disagree -------------------------------- 10 per cent
Strongly Disagree --------------------- 06 per cent
Do not know/ Can not say ------------10 per cent

45%

40%

35%

30%

25%

20%
Agree
15%
Strongly Agree
10% Disagree

5% Strongly Disagree
Do not know/ Can not say
0%
Agree 44%
Strongly Agree 30%
Disagree 10%
Strongly Disagree 6%
Do not know/ Can not say 10%

Fig 6.4: Pharmaceutical market in India

Interpretation:

In general, business in pharmaceutical market is conducted in two major ways, that is, either
by institutional selling or through trade business. The respondents were of the opinion that
institutional selling is quite prevalent in the Indian pharmaceutical industry.
5. Do you agree that the pharmaceutical companies need to use innovative and better
promotional measures for selling their products?
 Agree -------------------------------------- 60 per cent
Strongly Agree --------------------------- 37 per cent
Disagree ---------------------------------- 01 per cent
Strongly Disagree ----------------------- 00 per cent
Do not know/ Can not say ------------- 02 per cent

60%

50%

40%

30%

Agree
20%
Strongly Agree
Disagree
10%
Strongly Disagree
Do not know/ Can not say
0%
Agree 60%
Strongly Agree 37%
Disagree 1%
Strongly Disagree 0%
Do not know/ Can not say 2%

Fig 6.5: Innovative and better promotional measures for selling their products

Interpretation:

Even though it appears to be a serious industry on which the health of the nation rests, a
deeper understanding of the industry will make it clear that business practices and sales
promotion measures are a common thing and gradually becoming more aggressive and
competitive among the pharmaceutical companies in India.
6. Does the Pharmaceutical companies offer gifts to the doctors to influence their
prescriptions in favour of their company medicines?
Yes -------------------------------------------- 95 per cent
 No --------------------------------------------- 01 per cent
Do not know/ Can not say ----------------- 04 per cent

100%

90%

80%

70%

60%

50%

40% Yes
No
30% Do not know/ Can not say

20%

10%

0%

Yes 95%
No 1%
Do not know/ 4%
Can not say

Fig 6.6: Prescriptions in favour of their company medicines

Interpretation:

Pharmaceutical marketing experts are aware that well timed advertising directed to doctors tends
to boost sales of the brand that spent the marketing dollars. In the case of marketing directly to
health professionals, the question is whether promotion is (as most drug companies claim)
primarily information on how the drug works or is intended to persuade doctors to prescribe the
drug more frequently. The practice of offering gifts to the doctors to influence their prescriptions
is a common strategy among the pharmaceutical companies.
 7. Out of the following which one is more correct when it comes to the promotional
strategy
of pharmaceutical companies in the view of the doctors?
They aim to inform about the product ----------------- 22 per cent
They aim to persuade to purchase --------------------- 60 per cent
Other motives -------------------------------------------- 03 per cent
Do not know/ Can not say ----------------------------- 15 per cent

60%

50%

40%

30%

They aim to inform about

20%
the product
They aim to persuade to
10% purchase
Other motives
0%
Do not know/ Can not say
They aim to 22%
inform about
the product
They aim to 60%
persuade to
purchase
Other motives 3%
Do not know/ 15%
Can not say

Fig 6.7: Promotional strategy of pharmaceutical companies

Interpretation:

The promotional strategy of the pharmaceutical companies is more oriented towards persuading
the doctors to prescribe their products and the patients to purchase their products than simply to
display information on the quality and availability of the product. This is one criterion which
makes the marketing strategy of the pharmaceutical companies different from that of others.
8. Do you agree that unethical standards exist in the promotion of pharmaceutical
products in India?

Agree ------------------------------------- 52 per cent

Strongly Agree -------------------------20 per cent
Disagree -------------------------------- 20 per cent
Strongly Disagree --------------------- 03 per cent
Do not know/ Can not say ------------05 per cent

60%

50%

40%

30%

20% Agree
Strongly Agree
10%
Disagree
0% Strongly Disagree
Agree 52%
Do not know/ Can not say
Strongly Agree 20%
Disagree 20%
Strongly Disagree 3%
Do not know/ Can not say 5%

Fig 6.8: Promotion of pharmaceutical products in India

Interpretation:

Adherence to ethical standards while pursuing the promotional strategy for selling their products
is a concern in the pharmaceutical industry. It is an accepted fact that the promotional measures
does contain unethical practices. It is for the government, the industry and the consumers to put a
comprehensive effort to ensure that the practices of unethical standards are withdrawn from the
health industry.
9. Your recommendation to the industry and government regarding the promotional
strategy of the pharmaceutical companies? You can choose more than one option.

Implement, improve and monitor legislation ----------------- 74 per cent

Measures to improve the transparency of drug companies marketing activities -------------
--------------------------------- 86 per cent
Stop the practice of gifts to doctors ----------------------------- 67 per cent
Ensure codes of conduct on drug promotion ------------------- 70 per cent
Other measures ----------------------------------------------------- 12 per cent
Do not know/ Can not say ---------------------------------------- 01 per cent

90%
Implement, improve and monitor
legislation
80%
Measures to improve the transparency
70% of drug companies marketing
activities
60%
Stop the practice of gifts to doctors
50%

40% Ensure codes of conduct on drug

promotion

30%
Other measures
20%

10% Do not know/ Can not say

0%

Fig

6.9: The industry and government regarding

Interpretation:

Whilst the pharmaceutical industry clearly has an important role to play in tackling the health
challenges their involvement in the promotion of medicines presents a serious conflict of interest.
It is equally important that health professionals have access to independent and up to date advice
on medicines so that they can make informed judgments about the most appropriate medication
for patients.
10. Do you think that the entry of Multinationals is a Major Challenge to the domestic
Players in the Pharmaceutical Market and are they ready to face the Challenges of the
Foreign Players?

Yes ----------------------------------------------- 36 per cent

No ------------------------------------------------ 54 per cent
Do not know/ Can not say--------------------- 10 per cent

60%

50%

40%

30%
yes
no
20%
cant say

10%

0%

yes 36%
no 54%
cant say 10%
Fig
6.10: The Challenges of the Foreign Players
11. What type of Marketing Strategy would you prefer to expand your Market size?

45%
40%
35%
30%
25%
20% B2B
15% B2C
Both
10%
5%
0%

B2B 23%
B2C 32%
Both 45%

Fig 6.11: Market size

B2B-------------------------------------------------------------- 23 PER CENT
B2C -------------------------------------------------------------32 per cent
Both -------------------------------------------------------------45 percent
12. What type of Marketing Strategy does you as More Profitable?

50%
45%
40%
35%
30%
25%
B2B
20%
B2C
15%
Both
10%
5%
0%

B2B 24%
B2C 47%
Both 31%
Fig
6.12: More Profitable
B2B-------------------------------------------------------------- 24 per cent
B2C ------------------------------------------------------------- 47 per cent
Both ------------------------------------------------------------- 31 percent
13. What do you think is the Major challenge from the Marketing point of view for
the Pharmaceutical Industry in India?
Fragmentation of the market ---------------------------- 38 per cent
Market risk due to lack of price control mechanism- 22 per cent
MNCs ------------------------------------------------------ 23 per cent
Others ------------------------------------------------------ 17 per cent

40%

35%

30%

25%

20%
fragmentation of the market

15%
risk due to price control
mechanism
10% MNC's

5% Others

0%
fragmentation of the market 38%
risk due to price control
22%
mechanism
MNC's 23%
Others 17%

Fig
6.13: Major challenge from the Marketing
14. What innovative distribution channel do you suggest to better market your
products?
Better consumer supply chain---------------------------------------------34 per cent
Emotional Branding ------------------------------------------------------- 42 per cent
Alliance with other corporate leaders for promotion of the product-12 per cent
Greater media participation and power branding-----------------------10 per cent
Others ------------------------------------------------------------------------ 02 per cent

45%

40%

35%

30%

25%

20%

15% better supply chain

emotional branding
10%
corporate alliances
5% greater media participation
others
0%
better supply chain 34%
emotional branding 42%
corporate alliances 12%
greater media participation 10%
others 2%

Fig
6.14: Suggest to better market your products
15. Are you aware that the pharmaceutical companies in India are shifting their
focus from conventional method of marketing to non-conventional method of
marketing?

Yes -------------------------------------------- 86 percent

No --------------------------------------------- 05 percent
Do not know/ Can not say------------------09 per cent

90%
80%
70%
60%
50%
40% yes
30% no
cant say
20%
10%
0%

yes 86%
no 5%
cant say 9%
Fig
6.15: The pharmaceutical companies in India are shifting their focus from conventional
method of marketing
16. Do you think that market ethics/ medical Ethics are a major factor in the new
distribution channel of marketing?
Yes ----------------------------------------------------- 57 per cent
No ----------------------------------------------------- 28 per cent
Do not know/ Can not say -------------------------- 15 per cent

60%

50%

40%

30%
yes
20% no
cant say
10%

0%

yes 57%
no 28%
cant say 15%
Fig
6.16: Distribution channel of marketing
17. Do You Think That These Non-Conventional Marketing Methods Are Effective
Methods Of Pharma Marketing In The Present Age?

Yes -----------------------------------------------77 percent

No ------------------------------------------------12 percent
Do not know/ Can not say--------------------11 per cent

60%

50%

40%

30%
yes
20% no
cant say
10%

0%

yes 36%
no 54%
cant say 10%

Fig 6.17: Pharma Marketing in the Present Age

18. Do you believe that technology utilization and innovative distribution channels will help
in marketing of Pharma products in India?

Yes------------------------------------------ 75 per cent

No------------------------------------------- 07 percent

Do not know/ Can not say--------------- 18 per cent

80%

70%

60%

50%

40%
yes
30%
no
20% cant say
10%

0%

yes 75%
no 7%
cant say 18%
Fig
6.18: Distribution channels will help in marketing of Pharma products in India
19. Major weakness of the pharmaceutical industrys marketing strategy.

Branding --------------------------------- 07 per cent

Publicity --------------------------------- 09 percent

R&D ------------------------------------- 77 percent

Do not know / can not say ------------ 07 per cent

80%

70%

60%

50%

40%
branding
30%
publicity
20% R&D
cant say
10%

0%
branding 7%
publicity 9%
R&D 77%
cant say 7%

Fig
6.19: Major weakness of the pharmaceutical industrys
20. Do you follow branding of products as a marketing strategy?
Yes ----------------------------------------------------------------------- 74 percent
No ------------------------------------------------------------------------ 05 percent
Do not know/ Can not say -------------------------------------------- 21 percent

80%

70%

60%

50%

40%
yes
30%
no
20% cant say

10%

0%

yes 74%
no 5%
cant say 21%

Fig 6.20: Products as a marketing strategy

21. Do you have a dealer network? Do you sell directly or through dealers?

As regards their marketing strategy, it could be derived from their responses that they
have a large dealer network. A customer may also contact their branch office in
his/her area to get the names and addresses. They can also supply sections directly.
For smaller lots, the traders/ dealers may be contacted.
22. Do you think that foreign direct investment (FDI) should be allowed in the
pharmaceutical sector in India?

Yes------------------------------------------------- 21 percent
No-------------------------------------------------- 43 percent
Do not know/ Cannot say----------------------- 36 percent

45%

40%

35%

30%

25%

20% yes
no
15%
cant say
10%

5%

0%

yes 21%
no 43%
cant say 36%

Fig 6.20: Pharmaceutical sector in India

ANNEXURE - II

QUESTIONNAIRE

1. For how many years you are practicing as a medical practicener (Doctor)?
 Less than one year ----------------------------------
From one to five years -----------------------------
Five to Ten years -----------------------------------
More than Ten years -------------------------------
Can not remember ---------------------------------

2. Do you agree that Indias pharmaceutical industry is one of the fastest growing
segments of the Indian economy?
Agree --------------------------------------
Strongly Agree ---------------------------
Disagree ----------------------------------
Strongly Disagree -----------------------
Do not know/ Can not say -------------

3. Do you agree that the marketing strategy of the pharmaceutical industry should be
different from the marketing strategy in other industrial segments?
Agree ------------------------------------
Strongly Agree -------------------------
Disagree --------------------------------
Strongly Disagree --------------------
Do not know/ Can not say ----------

4. Do you agree that institutional selling is quite prevalent when it comes to

pharmaceutical market in India?
Agree ------------------------------------
Strongly Agree -------------------------
Disagree --------------------------------
Strongly Disagree ---------------------
Do not know/ Can not say ------------
5. Do you agree that the pharmaceutical companies resort to promotional measures for
selling their products?
Agree --------------------------------------
Strongly Agree ---------------------------
Disagree ----------------------------------
Strongly Disagree -----------------------
Do not know/ Can not say -------------

6. Does the Pharmaceutical companies offer gifts to the doctors to influence their
prescriptions in favour of their company medicines?
Yes --------------------------------------------
No ---------------------------------------------
Do not know/ Can not say -----------------

7. Out of the following which one is more correct when it comes promotional strategy
of pharmaceutical companies?
They aim to inform about the product ---------------
They aim to persuade to purchase --------------------
Other motives -------------------------------------------
Do not know/ Can not say -----------------------------

8. Do you agree that unethical standards exist in the promotion of pharmaceutical

products in India?
Agree ------------------------------------
Strongly Agree -------------------------
Disagree --------------------------------
Strongly Disagree ---------------------
Do not know/ Can not say ------------
9. Your recommendation to the industry and government regarding the promotional
strategy of the pharmaceutical companies? You can choose more than one option.
Implement, improve and monitor legislation -----------------
Measures to improve the transparency of drug companies marketing activities --------
----------------------------------------
Stop the practice of gifts to doctors -----------------------------
Ensure codes of conduct on drug promotion -------------------
Other measures -----------------------------------------------------
Do not know/ Can not say ----------------------------------------

10. Do you think that the entry of Multinationals is a major challenge to the domestic
players in the pharmaceutical market and are they ready to face the challenges of
the foreign players?
Yes -------------------------------------------------
No --------------------------------------------------

11. What type of marketing strategy would you prefer to expand your market size?
B2B---------------------------------------------------------------
B2C ---------------------------------------------------------------
Both ---------------------------------------------------------------
12. What type of marketing strategy do you as more profitable?
B2B----------------------------------------------------------------
B2C ---------------------------------------------------------------
Both ---------------------------------------------------------------

13. What do you think is the major challenge from the marketing point of view for the
pharmaceutical industry in India?
Fragmentation of the market -----------------------------
Market risk due to lack of price control mechanism--
MNCs -------------------------------------------------------
Others -------------------------------------------------------
14. What innovative distribution channel do you suggest to better market your
products?
 Better consumer supply chain---------------------------------
Emotional Branding --------------------------------------------
Alliance with other corporate leaders for promotion of the product- 12 per cent
Greater media participation and power branding-----------
Others ------------------------------------------------------------

15. Are you aware that the pharmaceutical companies in India are shifting their focus
from Conventional method of marketing to non-conventional method of marketing?
Yes -----------------------------------------------
No ------------------------------------------------
Do not know/ Can not say---------------------

16. Do you think that market ethics/ medical ehics is a major factor in the new
distribution channel of marketing?
Yes -----------------------------------------------------
No -----------------------------------------------------
Do not know/ Can not say --------------------------
17. Do you think that these non-conventional marketing methods are effective methods
of pharma marketing in the present age?
Yes ----------------------------------------------
No -----------------------------------------------
Do not know/ Can not say--------------------

18. Do you believe that technology utilization and innovative distribution channels will
help in marketing of pharma products in India?
Yes-------------------------------------
No--------------------------------------
Do not know/ Can not say----------

19. Major Weakness of the pharmaceutical industrys marketing strategy.

Branding ------------------------------
Publicity ------------------------------
R&D ----------------------------------
 Do not know / Can not say --------

20. Do you follow branding of products as a Marketing strategy?

Yes -----------------------------------
No ------------------------------------
Do not know/ Can not say --------

21. Do you think that Foreign Direct Investment (FDI ) should be allowed in the
pharmaceutical sector in India?

Yes-----------------------------------------------
No------------------------------------------------
Do not know/ Cannot say---------------------

************Thank you ***********