The document discusses the pharmaceutical market in Pakistan. It provides definitions of marketing and pharmaceutical marketing. It then gives an overview of the global and Pakistan pharmaceutical markets, noting that Pakistan's market is valued at $1.64 billion and is growing at 10-15% annually. The document outlines opportunities and challenges in the market, as well as effective marketing strategies such as internet marketing plans. It also describes government policies that regulate the pharmaceutical industry in Pakistan under acts like the Drugs Act of 1976.
A program that combines the study of basic and pharmaceutical sciences with marketing and management studies; and that prepares individuals for careers in pharmaceutical sales, marketing, management, and related fields within the health care industry.
Market research for Indian Pharmaceutical Market switching over from prescribed to OTC products. Scope of Indian Pharmaceutical OTC market, opportunities and challenges.
A program that combines the study of basic and pharmaceutical sciences with marketing and management studies; and that prepares individuals for careers in pharmaceutical sales, marketing, management, and related fields within the health care industry.
Market research for Indian Pharmaceutical Market switching over from prescribed to OTC products. Scope of Indian Pharmaceutical OTC market, opportunities and challenges.
It is unique in bringing together the regulatory authorities and
pharmaceutical industry to discuss scientific and technical aspects of pharmaceuticals and develop ICH guidelines.
This presentation is brief introduction of Pharma Market and work pattern of MNCs (GSK is taken as example).This presentation was given by Faheem Siddiqui in Entrepreneur Conference at MBBS campus-Dadu of Sindh University on 09th October-13
It is unique in bringing together the regulatory authorities and
pharmaceutical industry to discuss scientific and technical aspects of pharmaceuticals and develop ICH guidelines.
This presentation is brief introduction of Pharma Market and work pattern of MNCs (GSK is taken as example).This presentation was given by Faheem Siddiqui in Entrepreneur Conference at MBBS campus-Dadu of Sindh University on 09th October-13
Pharmaceutical Industry: Key Issues in Growth in Pakistan & International MarketRizwan Raheem Ahmed
Pakistan has a very vibrant and forward-looking Pharma Industry. At the time of independence in 1947, there was hardly any pharma industry in the country. Today Pakistan has about 400 pharmaceutical manufacturing units including those operated by 25 multinationals present in the country. The Pakistan Pharmaceutical Industry meets around 70% of the country's demand of Finished Medicine. The domestic pharma market, in term of share market is almost evenly divided between the Nationals and the Multinationals (Ahmed & Saeed, 2012).
The National pharma industry has shown a progressive growth over the years, particularly over the last one decade. The industry has invested substantially to upgrade itself in the last few years and today the majority industry is following Good Manufacturing Practices (GMP), in accordance with the domestic as well as international Guidance. Currently the industry has the capacity to manufacture a variety of product ranging from simple pills to sophisticated Biotech, Oncology and Value Added Generic compounds (Aamir & Zaman, 2011).
Although Pakistan 's pharmaceutical and healthcare sectors are expanding and evolving rapidly, about half the population has no access to modern medicines. Clearly this presents an opportunity, but much more work needs to be done by the government and industry's stakeholders. The value of pharmaceuticals sold in 2007 exceeded US$1.4bn, which equates to per capita consumption of less than US$ 10 per year and value of medicines sold is expected to exceed US$2.3 B by 2012 (Ahmed et al., 2011).
A Financial Review: Pharmaceuticals IndustryRoby Camagong
This Financial Review discusses the in-depth analysis of the operating and financial performance of the three companies in the Pharmaceutical Industry, namely- GlaxoSmithKline, Merck & Co, and Novartis. It compares the results of the companies from the past 5 FYE in relation to the financial ratios, industry economic indicators, company trends, business strengths and weaknesses, and management strategies.
4 success factors for pharma multichannel marketingCOUCH Health
While planning is important, it’s the implementation of your pharma multichannel marketing strategy that determines the success of your efforts. To get this right, you’ll need to apply marketing fundamentals and business best practices to the integrated-channel solutions at your disposal. The critical success factors for effective implementation are outlined in this presentation.
Multichannel Pharma Marketing by Wiley InterfaceWiley Asia
Are you maximizing your reach to physicians?
Today’s physicians get medical information via multiple channels – conferences, peer-reviewed journals, your communications both online and offline. Find out how you can determine the right channel mix for your physicians to communicate your brand’s message effectively.
Watch our video to learn more and apply multichannel marketing in practice to boost 10% growth.
Writekraft Research and Publications LLP was initially formed, informally, in 2006 by a group of scholars to help fellow students. Gradually, with several dissertations, thesis and assignments receiving acclaim and a good grade, Writekraft was officially founded in 2011 . Since its establishment, Writekraft Research & Publications LLP is Guiding and Mentoring PhD Scholars.
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In the past decade, we have successfully assisted students from various universities in India and globally. We at Writekraft Research & Publications LLP head office in Kanpur, India are most trusted and professional Research, Writing, Guidance and Publication Service Provider for PhD. Our services meet all your PhD Admissions, Thesis Preparation and Research Paper Publication needs with highest regards for the quality you prefer.
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Writekraft Research and Publications LLP was initially formed, informally, in 2006 by a group of scholars to help fellow students. Gradually, with several dissertations, thesis and assignments receiving acclaim and a good grade, Writekraft was officially founded in 2011 . Since its establishment, Writekraft Research & Publications LLP is Guiding and Mentoring PhD Scholars.
Our Mission
“To provide breakthrough research works to our clients through Perseverant efforts towards creativity and innovation”.
Vision
Writekraft endeavours to be the leading global research and publications company that will fulfil all research needs of our clients. We will achieve this vision through:
Analyzing every customer’s aims, objectives and purpose of research
Using advanced and latest tools and technique of research and analysis
Coordinating and including their own ideas and knowledge
Providing the desired inferences and results of the research
In the past decade, we have successfully assisted students from various universities in India and globally. We at Writekraft Research & Publications LLP head office in Kanpur, India are most trusted and professional Research, Writing, Guidance and Publication Service Provider for PhD. Our services meet all your PhD Admissions, Thesis Preparation and Research Paper Publication needs with highest regards for the quality you prefer.
Our Achievements
NATIONAL AWARD FOR BEST RESEARCH PROJECT (By Hon. President APJ Abdul Kalam)
GOLD MEDAL FOR RESEARCH ON DISABILITY (By Disabled’s Club of India)
NOMINATED FOR BEST MSME AWARDS 2017
5 STAR RATING ON GOOGLE
We have PhD experts from reputed institutions/ organizations like Indian Institute of Technology (IIT), Indian Institute of Management (IIM) and many more apex education institutions in India. Our works are tailored and drafted as per your requirements and are totally unique.
From past years our core advisory members, research team assisted research scholars from various universities from all corners of world
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Writekraft Research and Publications LLP was initially formed, informally, in 2006 by a group of scholars to help fellow students. Gradually, with several dissertations, thesis and assignments receiving acclaim and a good grade, Writekraft was officially founded in 2011 . Since its establishment, Writekraft Research & Publications LLP is Guiding and Mentoring PhD Scholars.
Our Mission
“To provide breakthrough research works to our clients through Perseverant efforts towards creativity and innovation”.
Vision
Writekraft endeavours to be the leading global research and publications company that will fulfil all research needs of our clients. We will achieve this vision through:
• Analyzing every customer’s aims, objectives and purpose of research
• Using advanced and latest tools and technique of research and analysis
• Coordinating and including their own ideas and knowledge
• Providing the desired inferences and results of the research
In the past decade, we have successfully assisted students from various universities in India and globally. We at Writekraft Research & Publications LLP head office in Kanpur, India are most trusted and professional Research, Writing, Guidance and Publication Service Provider for PhD. Our services meet all your PhD Admissions, Thesis Preparation and Research Paper Publication needs with highest regards for the quality you prefer.
Writekraft Research and Publications LLP was initially formed, informally, in 2006 by a group of scholars to help fellow students. Gradually, with several dissertations, thesis and assignments receiving acclaim and a good grade, Writekraft was officially founded in 2011 . Since its establishment, Writekraft Research & Publications LLP is Guiding and Mentoring PhD Scholars.
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Writekraft Research and Publications LLP was initially formed, informally, in 2006 by a group of scholars to help fellow students. Gradually, with several dissertations, thesis and assignments receiving acclaim and a good grade, Writekraft was officially founded in 2011 . Since its establishment, Writekraft Research & Publications LLP is Guiding and Mentoring PhD Scholars.
Our Mission
“To provide breakthrough research works to our clients through Perseverant efforts towards creativity and innovation”.
Vision
Writekraft endeavours to be the leading global research and publications company that will fulfil all research needs of our clients. We will achieve this vision through:
Analyzing every customer’s aims, objectives and purpose of research
Using advanced and latest tools and technique of research and analysis
Coordinating and including their own ideas and knowledge
Providing the desired inferences and results of the research
In the past decade, we have successfully assisted students from various universities in India and globally. We at Writekraft Research & Publications LLP head office in Kanpur, India are most trusted and professional Research, Writing, Guidance and Publication Service Provider for PhD. Our services meet all your PhD Admissions, Thesis Preparation and Research Paper Publication needs with highest regards for the quality you prefer.
Writekraft Research and Publications LLP was initially formed, informally, in 2006 by a group of scholars to help fellow students. Gradually, with several dissertations, thesis and assignments receiving acclaim and a good grade, Writekraft was officially founded in 2011 . Since its establishment, Writekraft Research & Publications LLP is Guiding and Mentoring PhD Scholars.
This slide contains what is generic drug, what is advantages & disadvantages,reason behind unpopularity of generic drug in India, why generic drugs are important in India, why there is a need of generic drug policy, who are the regulatory authority, what are the act & laws, what policy existing in India for generic drug then Conclusion.
Global pharmaceutical companies are modeled with a supply chain, which ensures that the right drug reaches the right people at the right time and in the right condition. The supply chain also ensures 100% product availability at optimum cost by carrying huge inventory, which maintains 100% fill rate. Manufacturers are trying to cut down development time to save costs. For example, a drug manufacturer who can trim development time by 19% can save up to USD 100 million. But if a drug is getting delayed to reach the market, the time delay costs the company around USD 1 million a day. So, pharmaceutical companies today are designing the supply chain to be as responsive as possible to reduce entry time to the market thereby increasing profit margins.
Navigating Challenges: Mental Health, Legislation, and the Prison System in B...Guillermo Rivera
This conference will delve into the intricate intersections between mental health, legal frameworks, and the prison system in Bolivia. It aims to provide a comprehensive overview of the current challenges faced by mental health professionals working within the legislative and correctional landscapes. Topics of discussion will include the prevalence and impact of mental health issues among the incarcerated population, the effectiveness of existing mental health policies and legislation, and potential reforms to enhance the mental health support system within prisons.
Telehealth Psychology Building Trust with Clients.pptxThe Harvest Clinic
Telehealth psychology is a digital approach that offers psychological services and mental health care to clients remotely, using technologies like video conferencing, phone calls, text messaging, and mobile apps for communication.
CRISPR-Cas9, a revolutionary gene-editing tool, holds immense potential to reshape medicine, agriculture, and our understanding of life. But like any powerful tool, it comes with ethical considerations.
Unveiling CRISPR: This naturally occurring bacterial defense system (crRNA & Cas9 protein) fights viruses. Scientists repurposed it for precise gene editing (correction, deletion, insertion) by targeting specific DNA sequences.
The Promise: CRISPR offers exciting possibilities:
Gene Therapy: Correcting genetic diseases like cystic fibrosis.
Agriculture: Engineering crops resistant to pests and harsh environments.
Research: Studying gene function to unlock new knowledge.
The Peril: Ethical concerns demand attention:
Off-target Effects: Unintended DNA edits can have unforeseen consequences.
Eugenics: Misusing CRISPR for designer babies raises social and ethical questions.
Equity: High costs could limit access to this potentially life-saving technology.
The Path Forward: Responsible development is crucial:
International Collaboration: Clear guidelines are needed for research and human trials.
Public Education: Open discussions ensure informed decisions about CRISPR.
Prioritize Safety and Ethics: Safety and ethical principles must be paramount.
CRISPR offers a powerful tool for a better future, but responsible development and addressing ethical concerns are essential. By prioritizing safety, fostering open dialogue, and ensuring equitable access, we can harness CRISPR's power for the benefit of all. (2998 characters)
Defecation
Normal defecation begins with movement in the left colon, moving stool toward the anus. When stool reaches the rectum, the distention causes relaxation of the internal sphincter and an awareness of the need to defecate. At the time of defecation, the external sphincter relaxes, and abdominal muscles contract, increasing intrarectal pressure and forcing the stool out
The Valsalva maneuver exerts pressure to expel faeces through a voluntary contraction of the abdominal muscles while maintaining forced expiration against a closed airway. Patients with cardiovascular disease, glaucoma, increased intracranial pressure, or a new surgical wound are at greater risk for cardiac dysrhythmias and elevated blood pressure with the Valsalva maneuver and need to avoid straining to pass the stool.
Normal defecation is painless, resulting in passage of soft, formed stool
CONSTIPATION
Constipation is a symptom, not a disease. Improper diet, reduced fluid intake, lack of exercise, and certain medications can cause constipation. For example, patients receiving opiates for pain after surgery often require a stool softener or laxative to prevent constipation. The signs of constipation include infrequent bowel movements (less than every 3 days), difficulty passing stools, excessive straining, inability to defecate at will, and hard feaces
IMPACTION
Fecal impaction results from unrelieved constipation. It is a collection of hardened feces wedged in the rectum that a person cannot expel. In cases of severe impaction the mass extends up into the sigmoid colon.
DIARRHEA
Diarrhea is an increase in the number of stools and the passage of liquid, unformed feces. It is associated with disorders affecting digestion, absorption, and secretion in the GI tract. Intestinal contents pass through the small and large intestine too quickly to allow for the usual absorption of fluid and nutrients. Irritation within the colon results in increased mucus secretion. As a result, feces become watery, and the patient is unable to control the urge to defecate. Normally an anal bag is safe and effective in long-term treatment of patients with fecal incontinence at home, in hospice, or in the hospital. Fecal incontinence is expensive and a potentially dangerous condition in terms of contamination and risk of skin ulceration
HEMORRHOIDS
Hemorrhoids are dilated, engorged veins in the lining of the rectum. They are either external or internal.
FLATULENCE
As gas accumulates in the lumen of the intestines, the bowel wall stretches and distends (flatulence). It is a common cause of abdominal fullness, pain, and cramping. Normally intestinal gas escapes through the mouth (belching) or the anus (passing of flatus)
FECAL INCONTINENCE
Fecal incontinence is the inability to control passage of feces and gas from the anus. Incontinence harms a patient’s body image
PREPARATION AND GIVING OF LAXATIVESACCORDING TO POTTER AND PERRY,
An enema is the instillation of a solution into the rectum and sig
Medical Technology Tackles New Health Care Demand - Research Report - March 2...pchutichetpong
M Capital Group (“MCG”) predicts that with, against, despite, and even without the global pandemic, the medical technology (MedTech) industry shows signs of continuous healthy growth, driven by smaller, faster, and cheaper devices, growing demand for home-based applications, technological innovation, strategic acquisitions, investments, and SPAC listings. MCG predicts that this should reflects itself in annual growth of over 6%, well beyond 2028.
According to Chris Mouchabhani, Managing Partner at M Capital Group, “Despite all economic scenarios that one may consider, beyond overall economic shocks, medical technology should remain one of the most promising and robust sectors over the short to medium term and well beyond 2028.”
There is a movement towards home-based care for the elderly, next generation scanning and MRI devices, wearable technology, artificial intelligence incorporation, and online connectivity. Experts also see a focus on predictive, preventive, personalized, participatory, and precision medicine, with rising levels of integration of home care and technological innovation.
The average cost of treatment has been rising across the board, creating additional financial burdens to governments, healthcare providers and insurance companies. According to MCG, cost-per-inpatient-stay in the United States alone rose on average annually by over 13% between 2014 to 2021, leading MedTech to focus research efforts on optimized medical equipment at lower price points, whilst emphasizing portability and ease of use. Namely, 46% of the 1,008 medical technology companies in the 2021 MedTech Innovator (“MTI”) database are focusing on prevention, wellness, detection, or diagnosis, signaling a clear push for preventive care to also tackle costs.
In addition, there has also been a lasting impact on consumer and medical demand for home care, supported by the pandemic. Lockdowns, closure of care facilities, and healthcare systems subjected to capacity pressure, accelerated demand away from traditional inpatient care. Now, outpatient care solutions are driving industry production, with nearly 70% of recent diagnostics start-up companies producing products in areas such as ambulatory clinics, at-home care, and self-administered diagnostics.
Leading the Way in Nephrology: Dr. David Greene's Work with Stem Cells for Ki...Dr. David Greene Arizona
As we watch Dr. Greene's continued efforts and research in Arizona, it's clear that stem cell therapy holds a promising key to unlocking new doors in the treatment of kidney disease. With each study and trial, we step closer to a world where kidney disease is no longer a life sentence but a treatable condition, thanks to pioneers like Dr. David Greene.
The dimensions of healthcare quality refer to various attributes or aspects that define the standard of healthcare services. These dimensions are used to evaluate, measure, and improve the quality of care provided to patients. A comprehensive understanding of these dimensions ensures that healthcare systems can address various aspects of patient care effectively and holistically. Dimensions of Healthcare Quality and Performance of care include the following; Appropriateness, Availability, Competence, Continuity, Effectiveness, Efficiency, Efficacy, Prevention, Respect and Care, Safety as well as Timeliness.
The Importance of Community Nursing Care.pdfAD Healthcare
NDIS and Community 24/7 Nursing Care is a specific type of support that may be provided under the NDIS for individuals with complex medical needs who require ongoing nursing care in a community setting, such as their home or a supported accommodation facility.
Health Education on prevention of hypertensionRadhika kulvi
Hypertension is a chronic condition of concern due to its role in the causation of coronary heart diseases. Hypertension is a worldwide epidemic and important risk factor for coronary artery disease, stroke and renal diseases. Blood pressure is the force exerted by the blood against the walls of the blood vessels and is sufficient to maintain tissue perfusion during activity and rest. Hypertension is sustained elevation of BP. In adults, HTN exists when systolic blood pressure is equal to or greater than 140mmHg or diastolic BP is equal to or greater than 90mmHg. The
3. Definition:
Marketing:
Marketing is the process of communicating the value of a
product or service to customers, for the purpose of selling that
product or service.
Pharmaceutical marketing:
Pharmaceutical marketing sometimes called medico-marketing
or pharma marketing in some countries, is the business of
advertising or otherwise promoting the sale
of pharmaceuticals or drugs.
Policy:
A policy is a statement of intent, and is implemented as a
procedureor protocol.
4. Overview of Global Pharmaceutical Market:
The whole global Pharmaceutical market is valued at
650 billion US$ (2008-09), with an annual growth rate
of 8% and continuing with the rate it will cross the
value of 1.1 trillion US$ by 2014.
On the basis of value the global market is governed by
USA, EU and Japan with a share of 48%, 28% and 12%,
respectively. The rest of the world has only 20% of the
total world Pharmaceutical market.
5. Overview of Pakistan Pharmaceutical Market:
Enterprises/ Companies 600
Number of employees Over100,000
R&D Expenditure 1% to MOH
Registered Drugs 47000
Controlled price drugs Almost all
Market size
1.64 billion
US$
6. Pakistan Pharmaceutical Market:
Present and future:
The Pakistan Pharmaceutical market is over saturated
due to the inclusion of many routine pharmaceutical
companies manufacturing or supplying traditional
products of same kind with different brands.
Pakistan has US$1.64bn pharmaceutical market and is
the 10th largest in Asia Pacific.
Annual per-capita spending on medicine is US$10,
which is far below the regional average of US$142.
7. Cont...
Pakistan meets 80% of its domestic demand of medicines
from local production and 20% through imports.
The market for pharmaceuticals in Pakistan has been
expanding at a rate of around 10 to 15% since last few years.
Pakistan is also exporting its surplus drugs to a large
number of countries particularly to the Asian and African
regions.
By 2019, we expect the pharmaceutical market to reach a
value of PKR290bn (US$2.12bn). Because of growth rate of
2.69 and increase health awareness, which increases the
per capita expenditure in the future.
8. Opportunities:
Among all the therapeutic groups, alimentary tract and
metabolism, and systemic anti-infective lead the market
with shares of 20.28% and 24.7%, respectively.
These two segment have got extreme importance in the
pharmaceutical sector.
But by looking at the current situation, the number of
hypertensive patients is increasing at an alarming ratio,
along with the emergence of new diseases.
9. Various Therapeutic Segments in Pakistan Market :
S.No Therapeutic Class Share% Growth%
TOTAL MARKET 100 11
01 Alimentary Tract & Metabolism 20.8 10
02 Blood & Blood Forming Organs 3.3 19
03 Cardiovascular System 7.2 07
04 Dermatological 3.5 13
05 GU System & Sex Hormones 2.6 05
06 Systemic Hormones (excluding sex
hormones)
1.0 12
07 Systemic Anti-infective 24.7 13
08 Hospital Solutions 1.0 03
10. Challenges to the Pharmaceutical Industry:
Pakistan pharmaceutical market is growing at a steady rate
but there are certain challenges which pose a great threat to
the industry.
1. Total government control on the prices of all the enlisted
products.
2. Import of raw material which costs a lot of precious
foreign exchange.
3. Rapid devaluation of the rupee against the major
currencies, due to which the profit margins are shrinking.
11. Cont...
4. Increasing cost of manpower and energy.
5. Low R&D expenditure, which can lead to the suffering of
the masses for not conducting sufficient research on the
newly emerging diseases in the Pakistani environment.
6. Political instability which leads to discontinuation of the
policies.
7. Last but not the least, the deteriorating law and order
situation, due to which most of companies have suffered
in terms of sales and also lack of reach to the customers
in the affected areas.
12. Effective Marketing Strategies and Recommendations:
1. Pharmaceutical Marketing Plan;
In pharmaceutical the drugs can not be promoted directly to the
end users. Drugs are promoted to the doctors and in return
these doctors prescribe those drugs to the patients for the end
use.
As in other industries, marketing plan for advertising or
promoting products is crucial to pharmaceutical industry.
However, a few countries (till date two countries- New Zealand
and United States) allow direct-to-consumer advertising (DTC
advertising) for pharmaceutical products.
13. 2. Traditional Pharmaceutical Marketing Strategies
adopted in Pakistan;
Giving drugs as free samples to doctors.
Providing details of their products through journal articles or
opinion leaders.
Gifts that hold the company logo or details of one or multiple
drugs.
Sponsoring continuing medical education.
Pharmaceutical representatives/medical representatives, are
the major pharmaceutical marketing strategyfor marketing
drugs directly to the physicians. Typically, the expense of this
sales force of any pharmaceutical company comprises anything
ranging from 15-20% of annual product revenues.
14. 3. New Pharmaceutical Marketing policies-Why
Needed?
the current business and customer trends are continuously creating
new challenges as well as opportunities for increasing profitability.
If the pharmaceutical companies want to improve their Return-On-
Investment (ROI), they have to adopt new communication
technologies (digital media) along with their conventional sales force
of medical representatives.
They really need to adopt this multi channel marketing strategies for
the following reasons.
1. The concept of blockbuster drugs ( patent drugs ) is dying out for big
pharmaceutical companies.
15. Cont...
2. Small pharmaceutical companies use the force of digital media,
having a lower investment cost.
3. Due to increase patient load customer behaviour are rapidly
changing they are more inclined towards Internet for obtaining
relevant information.
4. Digital media marketing are Website marketing, online marketing,
social media, forums, chat rooms and any other such media.
16. 4. The Right Pharmaceutical Marketing Strategy ;
Internet marketing plan is the best marketing strategy.
It should be a multi channel marketing strategy but should identify
the target audience.
Every digital media used for all people can not be called the right
marketing strategy.
The focus should be on the high value customer segment for
pharmaceutical products.
To formulate a marketing strategy, it is also crucial to know the
existing markets as well as emerging markets of pharmaceutical
drugs.
17. Govt. Policies to regulate pharma-market in Pakistan;
The Drugs Act, 1976, regulates the pharmaceutical sector in
Pakistan.
Salient features;
An Act to regulate the import, export, manufacture, storage,
distribution and sale of drugs.
It extends to the whole of Pakistan and Federally Administered
Tribal Areas(including Export Processing Zones).
Drugs Act, 1976 is a Federal legislation with distribution of
functions between the Federal Government and Provincial
Governments as follows:-
19. Cont...
Under this Act, the Federal Government has laid down
the following rules to carry out various functions entrusted
to it.
1. The Drugs (Licensing, Registering and Advertising) Rules
1976.
2. The Drugs (Labelling and Packing) Rules, 1986
3. The Drugs (Import and Export) Rules, 1976
4. The Drugs (Appellate Board) Rules 1976
5. The Drugs (Research) Rules, 1978.
6. The Drugs (Specifications) Rules, 1978.
7. The Drugs (Federal Inspectors, Federal Drug Laboratory
and Federal Government Analysts) Rules, 1976
Overview of Global Pharmaceutical Market:
Before the overview of the Pakistan Pharmaceutical market, let us see the situation on the global basis. The whole global Pharmaceutical market is valued at 650 billion US$ (2008-09), with an annual growth rate of 8% and continuing with the rate it will cross the value of 1.1 trillion US$ by 2014. . On the basis of value the global market is governed by USA, EU and Japan with a share of 48%, 28% and 12%,respectively. The rest of the world has only 20% of the total world Pharmaceutical market.
Overview of Pakistan Pharmaceutical Market:
Looking at the Pakistan Pharmaceutical market, it is very competitive and challenging. About 600Pharmaceutical companies are operating in Pakistan. Out of these companies 386 are operating units. As reviewed earlier inflation and devaluation have a very drastic impact on the operating margins. This may also be a major reason that Pharmaceutical industry is facing tough challenges in recent times.
When we look back to the Pakistan Pharmaceutical industry, it is obvious that the picture has completely changed. In the early nineties there was a scenario that the Pakistan Pharmaceutical industry was occupied by the MNCs, but during the last 18-years or so, thepicture has completely changed. Of the 386 operating units, 30 are MNCs, producing the drugs. Now-a days, the ratio of MNCs and national companies is 45% and 55%, respectively. It is an encouraging sign for the local investors that the share of the national companies is increasing. Today the total volume of the Pakistan Pharmaceutical market is 1.64 billion US$, with an annual growth of 11%, which is more than the global growth of the Pharmaceutical industry. In the current scenario, as the national companies are taking over, about 80% need is fulfilled domestically while 20% are covered by imports. Almost all the raw materials are imported from China, India, Europe, North America and other countries. Of the total imports made, about 20% are from Switzerland. According to the data of 2008-09, GlaxoSmithKline (GSK) tops the list among the MNCs, with a market share of 11.59% and a growth rate of 8.9%. Among the national companies Getz Pharmaceutical Pak. (Pvt) Ltd. tops the list with a growth of over 70% for the last three years, with a market share of 3.76%. Along Getz Pharmaceutical another national company Sami Pharmaceutical also tops the list with a market share of 2.79%, ahead of some of the MNCs.
Pakistan Pharmaceutical Market:
Present and FuturePakistan's US$1.64bn pharmaceutical market is the 10th largest in Asia Pacific, behind the Philippines (US$2.58bn) and ahead of Vietnam (US$1.53bn). Annual per-capita spending on medicine is US$10, which is far below the regional average of US$142(Pakistan Pharmaceutical Sector 2008). A major factor for the Pakistan pharmaceutical market is that drugs are available at low price to the consumers and the Ministry of Health is not considering the price increase due to the political influence. Apart from this issue the per capita expenditure on drugs usage is also the lowest in the region and also the world. Due to these factors Pakistan pharmaceutical industry is facing a great challenge to increase in terms of revenue and also in terms of some significant profits. Here is a proof that the ministry has not increased the prices for the last ten years.
As seen in most developing countries, counterfeit medicines are major problem in Pakistan. The government requires effective legislation to punish the offenders and control the threat that counterfeiting and sub-standard manufacturing poses. Aside from the precarious political situation, the rupee is projected to weaken further over the next five years. Our country risk team expects the US$ over PKR exchange rate to deteriorate from 1:88 in 2010 to 1:110 in 2014. This means prospects for local players are much more promising than those for companies that repatriate revenues. Business Monitor International’s (BMI) pharmaceutical expenditure forecast model reveals that medicine sales will increase from PKR132bn (US$1.62bn) in 2009 to PKR196bn (US$1.78bn) in 2014. This equates to compound annual growth rates (CAGRs) of 8.25% in local currency terms and 1.96% in US dollar terms. By 2019, we expect the pharmaceutical market to reach a value of PKR290bn (US$2.12bn) (Pakistan Pharmaceutical Sector 2008).
At present the Pakistan pharmaceutical industry is developing steadily, mainly contributed by the MNCs.Pharmaceutical Industry has developed and trained personnel at various levels of management, production, quality assurance and support services. Regarding the research work, it is mainly contributed by the MNCs. National firms are predominantly producing and marketing generic products. Many companies throughout the world are concentrating on the production of generic drugs. For example if we look at the Indian pharmaceutical industry, it is dominated by the national companies, but these companies are spending on the R&D. According to another data, US pharmaceutical market is also dominated by the generic products, and about 55% of the net value is contributed by the generics. It is further stated generic medicine account for almost 69% of all prescription dispensed in the USA (2007). Emergence of generic sector is great opportunity for the pharmaceutical companies to capitalize on the market and explore new ways and means to further expand this market.
OpportunitiesAmong all the therapeutic groups, two groups’ namely alimentary tract and metabolism, and systemic anti-infective lead the market with shares of 20.28% and 24.7%, respectively. Excluding theses two groups, all the other segments are not contributing in double digits. No doubt that these segments have got extreme importance in the pharmaceutical sector, but either these segments are neglected or these segments are not beneficial for the companies financially. But by looking at the current situation, the number of hypertensive patients is increasing at an alarmingratio, along with the emergence of new diseases.
By looking at the above table it is obvious that only two segments are contributing, and no other segment is performing up to the mark. All the pharmaceutical companies should look into these figures and try to explore the segments for not performing up to the mark. Furthermore, it is also an opportunity for the companies to capitalize on this situation and try to generate sales from these segments. The data also highlights that other segments like blood and blood forming organs, dermatology and systemic hormones, has got significant growth, and if focused can contribute significantly to the total pharmaceutical market.
Challenges to the Pharmaceutical Industry
No doubt that the Pakistan pharmaceutical market is growing at a steady rate but there are certain challenges which pose a great threat to the industry. The first major challenge which the pharmaceutical industry faces is the total government control on the prices of all the enlisted products Import of raw material which costs a lot of precious foreign exchange Rapid devaluation of the rupee against the major currencies, due to which the profit margins are shrinking Increasing cost of manpower and energy Low R&D expenditure, which can lead to the suffering of the masses for not conducting sufficient research on the newly emerging diseases in the Pakistani environment
Political instability is another major factor which is emerging as the major challenge to the pharmaceutical industry, because of discontinuation of the policies Last but not the least, the deteriorating law and order situation, due to which most of companies have suffered in terms of sales and also lack of reach to the customers in the affected areas. Market access is challenging and operationalrisks are high.
Effective Marketing Strategies and Recommendations:5.1. Pharmaceutical Marketing PlanFor pharmaceutical companies, promoting the products in Pakistan is also an issue because the drugs can not be promoted to the end users. Drugs are promoted to the doctors and in return these doctors prescribe those drugs to the patients for the end use. As in other industries, marketing plan for advertising or promoting products is crucial to pharmaceutical industry too. However, the pharmaceutical marketing strategies (as well as advertising strategies) are different from other businesses because pharmaceuticals or drugs can negatively affect both the end consumers or the patients and the health care profession. Also, the advertising strategies included in the marketing plan of any pharmaceutical company are not 'direct to consumer'. However, a few countries (till date two countries- New Zealand and United States) allow direct-to-consumer advertising (DTC advertising) for pharmaceutical products.
Traditional Pharmaceutical Marketing Strategies adopted in Pakistan:The pharmaceutical companies traditionally adopt four major marketing strategies for promoting their products- 1. Giving drugs as free samples to doctors;2. Providing details of their products through journal articles or opinion leaders;3. Gifts that hold the company logo or details of one or multiple drugs; and4. Sponsoring continuing medical education. Pharmaceutical representatives, also popularly known as medical representatives, are the major pharmaceutical marketing strategy for marketing drugs directly to the physicians. Typically, the expense of this sales force of any pharmaceutical company comprises anything ranging from 15-20% of annual product revenues. However, with changing times and new developments, the pharmaceutical industry faces some very serious strategic issues.
New Pharmaceutical Marketing Strategies Why Needed?While most of the pharmaceutical companies successfully employ a host of marketing strategies to target various types of customers, the current business and customer trends are continuously creating new challenges as well as opportunities for increasing profitability. If the pharmaceutical companies want to improve their Return-On-Investment (ROI), they have to adopt new communication technologies (digital media) along with their conventional sales force of medical representatives. They really need to adopt this multi channel marketing strategies for the following reasons.1. The concept of blockbuster drugs is dying out for big pharmaceutical companies where 2-3 drugs were good enough to pay back the whole investment for a larger number of manufactured drugs. Now the limited prospective for blockbuster drugs (thanks to low investment on R&D and patent expiry) makes it essential to focus on more specialized drugs sold in lower volumes. And when there are low volume products, sales driven marketing strategy (with high cost of sales force) is not feasible.2. As far as small pharmaceutical companies are concerned, they already have small sales force. However, with the use of digital media, having alower investment cost (both for the company and its targeted customer) they can easily get return on investment.3. Customer behaviour (doctors’ behaviour) is rapidly changing. Doctors, who are getting more and busier with increasing patients, can be hardlyseen by the medical representatives. They are more inclined towards Internet for obtaining relevant information. It is the time for pharmaceutical companies to build their marketing strategies around this digital media. Website marketing, online marketing, social media, forums, chat rooms and any other such media is an influential means to present the company's products and offers through opinion leaders.
The Right Pharmaceutical Marketing Strategy;The right marketing strategy for any pharmaceutical company would be to build on proven strategic marketing principles, along with a focus on changing customer behaviour. Use of digital media through Internet marketing plan is the best marketing strategy that can provide the basis for a changed business model. However, there should be some planning for using digital media for marketing too. It should be a multi channel marketing strategy but should identify the target audience. Every digital media used for all people can not be called the right marketing strategy. The focus should be on the high value customer segment for pharmaceutical products. To formulate a marketing strategy, it is also crucial to know the existing markets as well as emerging markets of pharmaceutical drugs.