Pharmaceutical Sales and Marketing Case Study 2022

Running Head: SURGERY 1
Pharmaceutical sales and marketing
Student’s Name
Institution Affiliation
Date

SURGERY 2
Question 1
One of my chosen topics is western medicine, which is available commercially. In
summary, western medicine is where medical doctors as well as other healthcare professionals
that is doctors, nurses, and pharmacist treat diseases and symptoms using drugs, surgery as well
as radiation (Anusha, Priya & Kumar, 2017). Therefore, Western medicine is evidence-based
that consists of prescription of medication, surgery, infusion as well as other means of procedure
and therapies. In this case, my selected topic is surgery.
History behind surgery
According to the study of Arrawatia (2019), confirms that one of the earliest forms of
surgery was trepanation. This kind of operation was carried out during prehistoric times. Even
though it was the crude form of the treatment that involves drilling a small hole in the head to
expose the evil spirit, the majority of people survived after the incident. Through renaissance and
advancement in the man knowledge, Cauterization surgery was invented. Cauterization surgery
mainly involved the use of hot iron to seal the wound left after an amputation. After successive
research during the period of renaissance, which was preoccupied with successive discoveries,
one of the best surgical treatment was realized by Benjamin Bell from 1749 to 1806. The
discipline of surgery was rendered on sounds, scientific footing, which made it possible for its
successiveness in operation. However, in the same year, when Benjamin discovered the best
way of doing surgical procedures through modern scientific surgery, other exemplary figures,
such as John Hunter, also articulated his findings based on the contemporary means of surgical
operation (Mizik & Jacobson, 2018).
Nature of surgery

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The main aim of the surgical means in treatment is to establish a framework for safe
intraoperative care in the hospital, which involved a series of sequences of events. Therefore,
precise preoperative evaluation of patients, preparation of effective means of postoperative care,
and intervention are the core nature of the surgery (Bala, Bhardwaj & Chintagunta, 2017). For
effective operation of patients, there is a sequence of the events which they must be subjected to
make the surgical procedure to go on smoothly. This phase includes the preoperative period,
appropriate patient monitoring phase, a clear plan of care, and safe surgery requires ongoing
quality assurance and monitoring, which aims to successful means of operation.
Importance of the surgery
Surgery plays a lot in the general health of human beings due to the constant incidence of
traumatic injuries, cardiovascular disease, and cancer in daily life. This factor enables surgical
intervention on public health to continue to increase. The significant role of surgery is that it
alleviated disabilities and minimized the chances of death in standard conditions.
The role of different people and institution involved in the surgical process
In 1842, Crawford Williamson Long discovered ether for anesthesia (Rahman, Shah &
Jan, 2019)
In 1848, James Young Simpson discovered chloroform for anesthesia
In 1884, Karl Koller became first Australia to find out that cocaine can be used as a local
anesthetic for eye surgery.
In 1891, Wilhelm Roentgen researched and discovered X-rays
Economic and trends of the surgery

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The survival of the health care industry requires advanced technologies in the creative
initiative and innovation for the future response of the conformation of the diseases. In surgical
concepts, there is rapid progress in advancement in response to combat with complications,
which is brought by surgery. Most of the hospitals worldwide have experienced dramatic
changes in their economic as well as institutional environments. This is realized by the
government-mandated cost containment efforts, increased control of the managed care plan as
well as a shift in the cost-based reimbursement to prospective payment.
Question 2
Devise a marketing plan concerning Maslow’s hierarchy and 4P’s marketing concept for
Growell (Minoxidil) 3% scalp lotion.
Define and discuss the Maslow’s hierarchy of needs of the chosen product
The marketing plan is the document that illustrates everything that entrepreneurs need to
establish a successive business in the future. In other words, the marketing plan details
everything one needs to know to promote their business ideas successfully.
Concerning Maslow’s Hierarchy as well as 4P’s marketing concepts, it illustrates that a
marketing plan is more and should be devised before one decides to launch a business.
Therefore, the step of the business planning according to Maslow’s hierarchy and 4P’s marketing
states that;
One must understand the business they want to be launched. In this section, entailed identifying
the market provides a general overview of the current business operation and internal and
external environment typically. Importantly, this section summarized how companies could do
SWOT analysis that comprised the strength and weaknesses of an organization. These sections

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consist of identifying opportunities for business growth as well as threats that could influence the
business progress.
Determining the target market; this is the second step, according to Maslow’s hierarchy,
and 4P’s when designing market plan analysis. Maslow’s hierarchy and 4P’s marketing describe
the target market as a critical element for coming up with practical as well as successful
marketing strategies. In this concept stipulates vital demographic data such as gender as well as
age. Therefore, the critical information under this concept is understanding customers entirely,
which is beneficial when identifying marketing strategies.
Define and discuss the 4 ‘P’s of the marketing mix of the chosen product
In the business set up, four P’s of marketing are also knowns as the Marketing Mix. This
is a tool that is used to aid companies with an advantage in the market environment. In most of
the circumstances, 4 P’s are realized within the business to increase the potentiality of the
product. The market mix consists of price, promotions, placement, and merchandise.
The significance of the 4 P’s is used as well as an exact formula for a practical marketing
procedure. The main reason why it is essential to create a specific plan within the market is to
help customers and retailers to satisfy their needs.
State and discuss the marketing plan of the chosen product
A right strategy for marketing surgery relies on many factors such as;
 Staying connected with previous patients, patients are reliable sources of new referrals,
and hence their suggestion matters a lot in making an option surgery equipement in a
hospital.
 Targeting higher value potential clients.
 Building a useful surgery website to attract more customers

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 Improving a good relationship with unhappy patients
 Providing a free Photoshop consultation due to fear of a botched surgery.
 Managing a constant review as well as reputation
 Creating and improving social media listening, which enables managers to track patient’s
general feelings towards surgery.
In general, elective care patients are balancing their decision against factors such as
affordability, benefits, conveniences, and effectiveness of the marketed product. Therefore, to
win the heart of many customers to use or apply surgery must be characterized by brief, concise
advantages reasons it has towards their lives (Khan et al., 2016).
As indicated above, the marketing plan summarized everything one needs to understand to
promote their business successfully. Based on the business projects that are surgery equipment,
one thing we need to know about it is customers who need it.
Question 3
Discuss the ethical consideration of clinical trials
Poorhashemi et al. (2019) summarized that the Ethics in clinical is a moral principle, which
underpins good behavior within the hospital. Conversely, various concepts offer guidelines
definition of the appropriate action within the medical-surgical research. An excellent clinical
guideline also provides policies which show standard ethical as well as scientific quality in the
art of conduct, design, reporting of trials which consist of the participation of human in the
healthcare (Farooqui, Selvaraj, Mehta & Heymann, 2018).
The clinical trials
Clinical trials are essential in researching what is safe as well as what works on the health
professionals in preventing and treating the patients effectively. However, there are ethical

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concerns about clinical trials since human being research participant are away to create an idea
which will benefit different people (Patwardhan, 2016)
Ethical testing is essential such that there are used to create a generalization idea that improves
human health. The main goal of the ethical trial is, therefore, to increase understanding of human
anatomy; hence, it has the potential to exploit patients' volunteers.
Explain the process of recruiting patients and obtaining informed consent
The whole informed consent process constitutes giving subjects adequate information
regarding the research, offering sufficient opportunity for the issue to consider all options,
responding to the subject’s questions, ensuring that all the matters have been comprehended.
Consequences of not obtaining informed consent
Sanjeev (2016) cited that Informed consent is meant to honor one’s right to decide what
is done with their body. However, the rules regarding informed have changed with time, and one
aspect has not changed. Consequently, the failure to obtained informed consent is a crime and is
perceived as medical malpractice that is situations where the doctors charged with negligence
over their duties.
State any relevant authorities/ persons involved in the clinical trial
In every clinical research is headed by the investigator, just like a clinical trial is led by
key stakeholders (Faisal, Ahmad, Thurasamy & Ahmed, 2020). Some of these stakeholders
sometimes can be medical doctors. Therefore, clinical research constitutes a research team such
as doctors, nurses, social workers, and health care professionals. Typically, if one aims to
participate in the clinical trial, they may take the consent document in a particular place to
discuss it with friends or families. Therefore, the doctor or the investigators should only get

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consent from a potential research subject only if enough was stipulated to the research subjects to
consider whether or not one should participate (Sanjeev, 2017).

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References
Anusha, K., Priya, P. K., & Kumar, V. P. (2017). Pharmaceutical product management. The
Pharma Innovation, 6(11, Part B), 112.
Arrawatia, M. D. M. A. (2019). IMPACT OF MARKETING AND SALES STRATEGY
ALIGNMENT ON THE ORGANIZATIONAL PERFORMANCE-A STUDY ON
PHARMACEUTICAL INDUSTRY SME’S IN INDIA. Journal Current Science, 20(3).
Bala, R., Bhardwaj, P., & Chintagunta, P. K. (2017). Pharmaceutical product recalls: Category
effects and competitor response. Marketing Science, 36(6), 931-943.
Faisal, A., Ahmad, M. S., Thurasamy, R., & Ahmed, R. (2020). Doctors’ Interactions with
Pharmaceutical Sales Representatives: Modelling Doctors Prescription
Behaviour. Community Mental Health Journal, 56(3), 456-463.
Farooqui, H. H., Selvaraj, S., Mehta, A., & Heymann, D. L. (2018). Community level antibiotic
utilization in India and its comparison vis-à-vis European countries: Evidence from
pharmaceutical sales data. PloS one, 13(10).
Khan, N., Naqvi, A., Ahmad, R., Ahmed, F., McGarry, K., Fazlani, R., & Ahsan, M. (2016).
Perceptions and attitudes of medical sales representatives (MSRs) and prescribers
regarding pharmaceutical sales promotion and prescribing practices in Pakistan. Journal
of Young Pharmacists, 8(3), 244-250.
Mizik, N., & Jacobson, R. (2018). Panel data models for evaluating the effectiveness of direct-to-
physician pharmaceutical marketing activities. In Handbook of Marketing Analytics.
Edward Elgar Publishing.

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Patwardhan, A. R. (2016). Physicians-pharmaceutical sales representatives interactions and
conflict of interest: challenges and solutions. INQUIRY: The Journal of Health Care
Organization, Provision, and Financing, 53, 0046958016667597.
Poorhashemi Ardakani, S. M. H., Jambarsang, S., Montazeralfaraj, R., Nabi Meybodi, M., &
Bahrami, M. A. (2019). Development and Validation of Direct-to-Physician
Pharmaceutical Marketing Tool. Management Strategies in Health System, 3(4), 309-319.
Rahman, A. U., Shah, F. A., & Jan, S. (2019). The Moderating Role of Supervisory Support in
the Relationship of Emotional Intelligence and Job Performance of Pharmaceutical Sales
Representatives. Review of Economics and Development Studies, 5(1), 11-22.
Sanjeev, M. A. (2016). JOB SATISFACTION AND TURNOVER INTENTION AMONG
PHARMACEUTICAL SALES & MARKETING PROFESSIONALS IN INDIA.
Sanjeev, M. A. (2017). Impact of Individual and Employment Variable on Job Satisfaction &
Turnover Intention among Sales and Marketing Professionals. Procedia Computer
Science, 122, 55-62.