Pharmaceutical Marketing

1. Strategic Role of Packaging, Safety and
Risk Management in Pharmaceutical
Marketing

2. Presented BY
1. M. Faisal 5051321097
2. M. Aqib Aslam 5051321075
3. Aamir Yaqoob 5051321089
4. Areez Akhtar 5051321058
5. Waqas Ahmed 5051321087
6. Dilawar Hussain 5051321061
7. M. Usama 5051321094
8. M. Ayub 5051321076
Presented TO
Ms. Maria Altaf
Faculty of Pharmacy
IBADAT International University, Islamabad
.

3. Introduction
 Pharmaceutical marketing focuses on delivering value with trust.
 Medicines directly affect human health, so quality and safety are
critical.
 Marketing success depends on:
 Product reliability
 Patient confidence
 Regulatory compliance
 Packaging, safety, and risk management are core supporting pillars.

4. Importance of this Topic
 Medicines are not ordinary consumer products.
 Doctors and patients evaluate:
 Safety profile
 Quality assurance
 Manufacturer credibility
 Poor packaging or safety failure leads to:
 Loss of brand trust
 Market withdrawal
 Legal consequences

5. Strategic Marketing in the
Pharmaceutical Industry
 Pharmaceutical marketing is strategy-driven, not only promotion.
 Strategy includes:
 Product design
 Packaging decisions
 Risk prevention mechanisms
 Objective: Long-term brand sustainability.

6. Relationship Between Operations &
Marketing
 Operational activities directly affect marketing performance.
 Examples:
 Packaging defect → product recall → brand damage
 Safety incident → negative corporate image
 Risk management protects:
 Brand equity
 Market continuity
 Customer loyalty

7. Scope of the Presentation
 Pharmaceutical Packaging & Labeling Management.
 Safety, Health & Environmental Management.
 Risk Management in Pharmaceutical Production.
 Focus on strategic impact on pharmaceutical marketing.

8. Pharmaceutical Packaging as a
Marketing Tool
 Packaging is a non-verbal marketing communication.
 It conveys:
 Product quality
 Safety assurance
 Brand professionalism
 Well-designed packaging increases:
 Brand recognition
 Market acceptance

9. Primary Packaging
 Direct contact with pharmaceutical product.
 Examples:
 Blister packs
 Bottles
 Ampoules
 Marketing importance:
 Patient convenience
 Product integrity
 Improved adherence

10. Secondary Packaging
 Outer protective and informative packaging.
 Includes:
 Cartons
 Package inserts
 Marketing role:
 Branding and product identity
 Communication of essential information

11. Tertiary Packaging
 Used for bulk handling and transportation.
 Protects products during:
 Storage
 Distribution
 Marketing value:
 Cost efficiency
 Market availability
 Reduced supply disruptions

13. Packaging and Patient Compliance
 Easy-to-open and unit-dose packaging.
 Improves:
 Correct dosing
 Treatment adherence
 Compliance leads to:
 Better therapeutic outcomes
 Brand loyalty

14. Packaging as a Competitive Advantage
 Differentiation in crowded markets.
 Attractive design improves:
 Shelf visibility
 Brand recall
 Supports competitive marketing strategies.

15. Packaging Strategy and Target Market
 Premium brands use advanced packaging.
 Generic medicines focus on affordability.
 Packaging decisions support:
 Market segmentation
 Pricing strategy

16. Blister Packaging
 Individual dose protection system.
 Advantages:
 Product stability
 Reduced contamination
 Marketing relevance:
 Preferred in chronic therapy
 Perceived as high-quality packaging

17. Bottling
 Common for tablets, capsules, and syrups.
 Advantages:
 Convenience for bulk use
 Brand labeling space
 Marketing relevance:
 Suitable for mass markets

18. Strip Packaging
 Cost-effective packaging method.
 Widely used in developing countries.
 Marketing relevance:
 Affordable pricing
 Wide patient reach

19. Regulatory-Compliant Labeling
 Mandatory under drug laws.
 Includes:
 Drug name and strength
 Directions and warnings
 Ensures:
 Legal market entry
 Consumer trust

20. Labeling as Marketing
Communication
 Label is the first physical interaction.
 Clear labeling:
 Builds credibility
 Reduces medication errors
 Supports ethical pharmaceutical marketing.

21. Anti-Counterfeit Technologies
 Counterfeit medicines threaten public health.
 Common technologies:
 QR codes
 Holograms
 Serialization
 Protects brand authenticity.

22. Marketing Importance of Anti-
Counterfeiting
 Ensures product originality.
 Increases:
 Doctor confidence
 Patient trust
 Maintains long-term market share.

23. Safety, Health & Environmental
Management
 Integral part of pharmaceutical operations.
 Demonstrates corporate responsibility.
 Strong safety culture enhances brand reputation.

24. Occupational Health & Safety
 Protects workforce from hazards.
 Prevents accidents and downtime.
 Marketing benefit:
 Ethical company image
 Investor and stakeholder confidence

25. Hazardous Waste Management
 Safe disposal of chemical and pharma waste.
 Prevents environmental contamination.
 Improves corporate credibility.

26. Environmental Monitoring
 Monitoring air, water, and waste.
 Ensures compliance with regulations.
 Eco-friendly practices strengthen brand image.

27. Fire Safety & Toxic Chemical
Handling
 Prevents disasters and production loss.
 Ensures uninterrupted supply.
 Protects company reputation in the market.

28. Risk Management in Pharmaceutical
Production
 Systematic identification and control of risks.
 Ensures product quality and consistency.
 Critical for market sustainability.

29. Risk Assessment Tools
 FMEA:
 Identifies failure points
 HAZOP:
 Analyzes operational hazards
 Prevents costly recalls and shortages.

30. Supply Chain Risks
 Raw material shortages.
 Transportation delays.
 Affects market availability.

31. Production Failure Risks
 Equipment malfunction.
 Quality defects.
 Leads to recalls and brand damage.

32. Business Continuity Planning
 Emergency preparedness strategies.
 Backup suppliers and facilities.
 Ensures uninterrupted market supply

33. Integrated Marketing Impact
 Packaging + Safety + Risk management.
 Builds trust and loyalty.
 Strengthens competitive position.

34. Conclusion
 Strategic management supports marketing success.
 Protects brand image.
 Ensures sustainable pharmaceutical growth.