MARKETING OF ANTI-ULCER DRUGS TO THE END-USERSAbstract
The paper focuses on different marketing techniques in Pharmaceutical Industry with reference to anti-ulcer drugs. This is an industry where a number of characteristics like, efficacy, quality and safety matters while delivering a product (i.e. the drug). This study comes up with drug development and the various aspects of bringing the product to the market. Secondly, it deals with determining the relationship between type of anti-ulcer drug prescribed and various product related factors. Thirdly, it focuses on strategies required for establishing strong presence in the therapeutic category. Methods and Materials: Testing of hypothesis is conducted among the type of anti-ulcer drug prescribed and elements of the marketing mix. Result: The important elements in prescribing anti-ulcer drugs to patients are determined.
Kanagala Anusha *, V Narasimha Rao and P. Vijaya Kumar
Head of Centre Pharmaceuticals Sciences, Jawaharlal Nehru Technological University, Hyderabad, Telagana, India.
21 February, 2016
11 May, 2016
15 May, 2016
01 July 2016