Why is marketing for a pharma company different from other marketing campaigns? Designing a marketing campaign for a prescription drug in India poses a unique challenge. While in most marketing campaigns, you generally cater directly to the customer, in this case, you cater to a clinician who then passes it on to the final customer, the patient. This is not a problem in the US because prescriptions drugs are marketed directly to the customers, though it needs to be PRESCRIBED by the clinicians.
Hence a pharma company in the US can choose to cater either the end-user, the patient or the clinician or in some cases, both . Why is this unique and challenging? The biggest challenge for designing a campaign for prescription medications is to overcome the barriers of various prejudices and biases which the clinician carries. For example, a new class of medications for diabetes, the GLP-1…
