Comparative Analysis: Pharmaceutical Product Marketing Report

This research report provides a comprehensive comparative analysis of new and traditional media in the marketing of pharmaceutical products. The study explores the effectiveness of various marketing strategies, including social media and print advertising, in the highly competitive pharmaceutical industry. The report delves into the objectives, methodology, and results of the research, highlighting the importance of content and the role of social media in brand promotion and customer engagement. The findings emphasize the need for pharmaceutical companies to adapt to new technologies and leverage social media platforms to reach a broader audience, interact with healthcare professionals, and ultimately drive sales. The report also acknowledges limitations and concludes with recommendations for future marketing strategies in the pharmaceutical sector, stressing the significance of staying updated with the latest technological advancements.

Running Head: MARKETING RESEARCH AND ANALYTICS
Product Marketing of Pharmaceutical Products: Comparative Analysis between new and
traditional media marketing
Name of the Student:
Name of the University:
Author Note:

1MARKETING RESEARCH AND ANALYTICS
Table of Contents
Letter of Transmittal........................................................................................................................2
Letter of Authorization....................................................................................................................3
Executive Summary.........................................................................................................................4
Introduction......................................................................................................................................5
Background......................................................................................................................................5
Objectives........................................................................................................................................7
Methodology....................................................................................................................................7
Results..............................................................................................................................................8
Limitations.......................................................................................................................................9
Conclusions &Recommendations....................................................................................................9
References......................................................................................................................................10
Appendices....................................................................................................................................12
Appendix 1.................................................................................................................................12
Appendix 2.................................................................................................................................12

2MARKETING RESEARCH AND ANALYTICS
Letter of Transmittal
Date:
To (Professor’s Name)
(Designation)
Address of University
To the concerned Professor
Dear Dr. (Professor’s Name),
I (Name and Department in detail),submit herewith a research project that is entitles
‘Comparative Analysis of Media in the Marketing of the Pharmaceutical Products’ to be
performed under my direction in (the University and Department name in detail)
My kind request to accept my project

3MARKETING RESEARCH AND ANALYTICS
Letter of Authorization
Permission Letter For Research
To,
Professor Name and Designation in detail
Address in detail,
Date:
Subject: Approval for the Research
Dear Dr. Professor Name,
I (Name and department in detail) seek your permission to present the research project titled
‘Comparative Analysis of Media in the Marketing of the Pharmaceutical Products’.
I shall be grateful if you seek me the authorization

4MARKETING RESEARCH AND ANALYTICS
Executive Summary
Objective: The research has been conducted with the main aim to do a comparative analysis
between the use and the applicability of the new and the traditional social media tools in the
marketing of the different pharmaceutical products.
Results: The results drawn from the research project clearly indicates that the media of the new
media tools like the social media and the other updated form of the technologies will be the most
crucial element in the promotion and enhancing the brand consciousness of the products among
the target consumers group.
Conclusion
The conclusion of the of the entire research project clearly indicates that social media is
the most crucial element for the brand strategy and for the promotional features of the
pharmaceutical products in the market. The research project has been able to highlight that the
health sector is one of those sectors that needs to stay updated with the latest form of the
technologies.
Recommendations
The research project highlights the need of emphasis that should be given on the content
that is used by the social media tool in order to promote the pharmaceutical products in the
market. The content of the advertisement can actually increase its customer base who are willing
to buy to its products.

5MARKETING RESEARCH AND ANALYTICS
Introduction
I have selected the marketing of pharmaceutical products as the product for marketing in
this research proposal. The pharmaceutical industry in the recent world is a highly competitive
industry. Therefore in order to market any pharmaceutical product it will entail various features
like the entailment of the different products and the services and their development along with
the research and the communication projects with the associated sales program. The most crucial
factors that will affect the marketing of the pharmaceutical products include the proper level of
education, communication and the information of the related prospects with the clients
(Hadland,et.al 2018).
The development strategies include the advertisement through the new and the traditional
media, pricing policies that will be required in the market. The marketing of the pharmaceutical
products will also include the analysis of the level of the market competition, with the evaluation
of the research of the new target markets that will assist the trade related activities. The branding
along with the communications strategy with the collateral form of development that will adhere
to the common responsibilities in the pharmaceutical marketing strategy (Calado et.al 2018).
Background
The marketing functions of the pharmaceutical products must be divided in a unique
manner that will remain aligned with the business goals and the objectives of the firms. From the
generalized perspective as a marketing professional in pharmaceuticals, one should be able to
manage the different marketing programs that will promote the products of the healthcare

6MARKETING RESEARCH AND ANALYTICS
professionals that will assist the sales goals in the marketing of the pharmaceutical products
(Jha,Pandey & Mukherjee, 2018).
The marketing of the pharmaceutical products to a broad extent depends on the different
dimensions of the marketing and the advertisement strategy in order to reach the potential
customers and their associated leads. Over the years, there are different marketing methods that
will be applied in the process of the evolution and the changes or the in place of the replaced
branding and the promotional strategies. These are the main factors that makes the marketing of
the pharmaceutical products require their promotion and branding through the platform of media
(Rasheed et.al 2019).
With the emergence of the marketing techniques, the new methods have evolved that are
referred to as the ‘new media’ that have emerged. After conducting research in the field of the
pharmaceutical products, the traditional media platforms like the print and the advertisement
media, the commercials of the television will target a broader base of the target audience (Costa,
T., Borges-Tiago & Tiago, 2018).The new media in the marketing of the pharmaceutical
products will allow the company to target the narrow base of the target audience that will be
possible through the social media platforms or the mediums of the paid online advertisement
mediums. If we analyze the pricing of the products, then the traditional media incurs higher costs
than the media due to the factors like the advertisement channels and the broad target markets
(Huhmann & Limbu, 2016).

7MARKETING RESEARCH AND ANALYTICS
Objectives
The aim of this research project is to investigate and analyze the relationship between the
product marketing of the pharmaceutical products and the new and traditional media platforms
that will enhance its promotion strategy.
The objectives of this research project are:
 To extract the information from the existing records of the marketing of the
pharmaceutical products.
 The data is extracted from both primary and the secondary sources along with the
alignments of eth major tools of social media to broaden its customer base.
 The data drawn from both the primary and the secondary sources will be synthesized in
order to establish the points of correlation that will exist between the two main factors of
marketing and advertising the products.
Methodology
The methodology includes the design of the data along with the sampling method along
with the methods of the data collection processes. In order to develop a stable and the reliable
form of the data scale that will be applied to attain the different objectives of the study that was
conducted to attain the objectives that are specified using the methodology followed by the
several hypothesis that are taken. For writing this research proposal I have mainly taken the help
of the secondary data in order to analyze the suitability of the social media tool for the
promotional strategy of the pharmaceutical products. The secondary data is collected mainly
from the published resources like the different publications of the government bodies, the

8MARKETING RESEARCH AND ANALYTICS
Department of Pharmaceuticals along with the Pharmaceutical colleges and the websites of the
companies (Syrkiewicz-Świtała, Romaniuk & Ptak, 2016).
This research project is an explanatory as well as the descriptive form of the research
design. Personal interaction was very limited in this form of research. On the basis of the
secondary data from the different sources to analyze the suitability of the social media tools in
the marketing of the pharmaceutical products (Enyinda, Ogbuehi & Mbah, 2018).
Results
The analysis of the secondary data has depicted that the modern form of the social media
tools have been the most important medium for the promotional and the branding medium of the
pharmaceutical products. The social networking sites have however become the most important
common place of all our lives. In one of the recent articles that has been published by the
Harvard Business Review stated that the ‘right’ key opinion leaders that will affect the volumes
of the sales and the level of the marketing strategy that will be applicable for the different
pharmaceutical products. The report also stated that the at the social networks sites that will play
the most important role in the prescribing choices of the doctors (Mulinari, 2016).
The chart in Appendix 3 clearly depicts the presence of the pharmaceutical industries in the
different channels of social media. From the chart we can analyze that Twitter stands at the
highest position in the promotion of the pharmaceutical and the products are least promoted by
the channel of instagram.
The secondary data has also revealed that after the maximum number of drugs are proved
to be effective in the market, the doctors will show ways to recommend the innovative options in
the pharmaceutical industry. The research from the Christakis and Miller , it is stated the most

9MARKETING RESEARCH AND ANALYTICS
important reasons that have been the main cause of the effectiveness of the Social Media Tool in
the operations within the pharmaceutical and the medical markets across the globe.
Appendix 4 depicts the growth of promotion of pharmaceutical industries in the year
specifically in 2017. From the chart it can be said that for the year 2017 Facebook has been the
most used social media channel to promote the pharmaceutical products which is almost
equivalent to 3.5 million followers of the pharmaceutical pages. Instagram has however recorded
the largest percentage of increase in the promotional measures of the pharmaceutical products.
 Market Penetration of Pharmaceutical industry through the Social Media
channels
The introduction of the social media channels like email, the new media tools such as
You tube, Facebook and Twitter have highlighted the different ways of promotion of brands. The
changes have been manifold regardless the age of the internet users. The use of the social media
channels in the pharmaceutical market is not only for the implementation of the modern
techniques but also to discover new innovations in the medicinal products. The dynamic
development of the interactive form of the social media will also possess immense possibilities
for the innovative methods for building up of the market position of the companies to operate in
the pharmaceutical industry.
Limitations
The limitations in the research project were mainly the restrictions and the constraints
that are imposed on the methodology of the research study and the process of exploration in
general. Access to the reliable sources was the most important constraint that I was facing while
conducting the research project. Throughout the entire research all the source of research was not

10MARKETING RESEARCH AND ANALYTICS
accessible so I had to use the limited available resources. Completing the entire research within
the stipulated deadline was another challenge in my research project. Often I faced limited time
problem that can reduce my quality of grades (Kumar & Kavitha, 2018).
Conclusions &Recommendations
Finally it can be concluded that the pharmaceutical industry in order to enhance its
product base and to target the more number of customers should stress more on the content in its
advertisement through the social media channels. The content is important as it drives the
different shares of the engagements in order to result in the right kind of balance between the
promotional and the publishing of the content that the willing customers want to see. The
manufacturers of the drugs have often used the platform of the tool of the social media to
broaden its customer base. Many suffering patients also get the opportunity to check the
available medicines on the online platform. The social media is the most crucial tool in the field
of marketing of the pharmaceutical products as healthcare is that particular profession which
requires continuous updates. The representatives of the pharmaceuticals also find the new
technology really crucial in interacting with the doctors (Ding, M., Eliashberg & Stremersch,
2016).

11MARKETING RESEARCH AND ANALYTICS
References
Calado, R., Leal, M. C., Gaspar, H., Santos, S., Marques, A., Nunes, M. L., & Vieira, H. (2018).
How to succeed in marketing marine natural products for nutraceutical, pharmaceutical
and cosmeceutical markets. In Grand challenges in marine biotechnology (pp. 317-403).
Springer, Cham.
Costa, T., Borges-Tiago, T., & Tiago, F. (2018, September). Pharmaceutical Communication
over Social Media Channels: 24/7 Management Challenges. In Digital Communication
Management (pp. 77-96). IntechOpen.
Ding, M., Eliashberg, J., & Stremersch, S. (2016). Innovation and marketing in the
pharmaceutical industry. Springer-Verlag New York.
Enyinda, C. I., Ogbuehi, A. O., & Mbah, C. H. (2018). Building pharmaceutical relationship
marketing and social media impact. International Journal of pharmaceutical and
healthcare marketing.
Hadland, S. E., Rivera-Aguirre, A., Marshall, B. D., & Cerdá, M. (2019). Association of
pharmaceutical industry marketing of opioid products with mortality from opioid-related
overdoses. JAMA network open, 2(1), e186007-e186007.
Huhmann, B. A., & Limbu, Y. B. (2016). Content and compliance of pharmaceutical social
media marketing. Marketing Intelligence & Planning.
Jha, A., Pandey, J. R., & Mukherjee, S. K. (2018). An Empirical Note on Perceptions of Patients
and Physicians in Direct-to-Consumer Promotion of Pharmaceutical Products: Study of
Indian Patients and Physicians. In Management Strategies and Technology Fluidity in the
Asian Business Sector (pp. 65-87). IGI Global.