ABSTRACT
Chapter 6 discusses the different methods of promoting pharmaceutical products. This chapter also discusses contemporary pharmaceutical product promotion activities. This chapter discusses how competitors behave in the market and how they market their pharmaceutical products. From medical representatives (MRs) to managers, the responsibilities and roles of pharmaceutical sales promotion professionals are described in this book. This chapter discusses the importance of product managers in the design and development of pharmaceutical products. Several aspects of pharmaceutical brand communication have been discussed in-depth in this chapter, including the barriers associated with the process. This chapter describes the meaning and importance of emotional marketing when it comes to pharmaceutical brand management. This chapter also discusses the idea of “beyond the pill” in regards to pharmaceutical brand management. At last, a discussion of future opportunities and challenges associated with pharmaceutical brand management has been provided in this chapter.
