Branding Strategies to Pharmaceutical Companies in the Global Market

Informational and persuasive activities by manufacturers and distributors, the effect of which is to influence the prescription, supply, purchase, or use of medicinal drugs is how the World Health Organization (WHO) defines drug promotion. The process of finding new drugs involves spending billions of dollars on preclinical research, multi-centric clinical trials, and post-marketing follow-up. However, not all exploratory compounds pass the trial stage and are approved, which puts pressure on the producers of approved medications to increase their profit margins. The practice of medication promotion is relevant in this crucial domain.

Drug promotion has been a valuable tool in raising awareness among healthcare professionals about recent advancements in treatment options. However, over time, it has evolved to include aggressive marketing strategies, sometimes unethical business and scientific practices, and a focus on profit-making at the expense of patient care and scientific research. The pharmaceutical sector still operates on a profit-making corporate paradigm, while spending a lot of resources on R&D. Owing to the immense demands on technology, personnel, and cutting-edge facilities during the drug R&D process, the financial requirements for this phase of product (drug) development typically reach billions of dollars. With the exception of some medications that are designated as orphan pharmaceuticals, the producers do not obtain any outside funding from public or government organizations. The industry is under pressure hence are in need to make money from the sales of its own products as a result. [1]

Figure. Global research based pharmaceutical companies revenue, R&D (%) spending by 2023

Traditional marketing practices

The idea that greater spending on innovation and R&D assures appropriate returns on investment rather than aggressive marketing strategies for existing products is reflected in the fact that, despite the figure appearing small, the top corporations spend the most on R&D relative to revenue. While no pharmaceutical company has been exempt, smaller businesses are more likely to employ this approach of strong marketing and poor innovation, which aims to recover income quickly rather than using innovation as a means of future-proofing their businesses.[2]

Drug promotion's effects on doctors' prescription practices since pharmaceutical marketing's effect has been increasing rapidly, frequently to the point of raising ethical questions. According to the 58 studies in a review's findings, there was either no link at all or a correlation between exposure to industry promotional material and increased prescribing frequency, expenses, or quality. Since there was no discernible advantage from the promotional activities, it was suggested that they be limited because they might shorten the time spent with patients and indirectly result in more expensive medications to recoup the costs of drug marketing.[3]

Tools for drug promotion such as medical representatives (MRs) and detailing staff using direct marketing. Due to the MR primarily commercial focus, there is little to no opportunity for scientific knowledge to be shared. Another responsibility of the MR is the process of gifting free samples of drugs to the clinicians. According to a research, the majority of doctors thought that the MRs would not affect their prescriptions. The WHO Ethical Criteria for Medicinal Drug Promotion were adopted by the World Health Assembly in 1988. These guidelines mandate that medical representatives possess the requisite educational background, medical and technical expertise, and integrity to accurately, impartially, and responsibly present drug information.[3]

Promotional materials and ads for drugs, there are arguments for and against direct to customer promotion, making it a contentious issue. Focusing on the in favor arguments a better side of discussion as advertisements for drugs encourages patients to get in touch with the clinician by educating, informing, and encourages patients to communicate with medical professionals, improves the patient-clinician interaction, promotes patient compliance, decreases underdiagnoses and under treatment of illnesses, eliminates the stigma attached to some illnesses, promotes competition among products, lowers costs, and raises awareness and transparency.[4]

Effective Marketing strategies

Regulatory guidelines are in place to safe guard the customer's rights yet a company's own marketing strategy has a role in its success. Let's understand the marketing strategy of Abbvie the highest revenue making global giant in research based pharmaceutical company. Abbivie got divorce from Abbott laboratories on 01 January 2013 and on 02 Jan 2013 it became formally listed on the New York Stock Exchange while Allergan, Abbvie GK, and Pharmacyclics are some of the subsidiaries of AbbVie. The common marketing strategies that AbbVie uses are STP analysis, medical campaigns, SEO strategies, content making, and social media marketing while other approaches are mobile apps (medication tracker, events etc.), e-commerce, and influencer marketing. Most essential STP strategy of AbbVie for instance includes segmentation, targeting & positioning. Segmentation of product in pharmaceutical includes wide range of adult & pediatric medication that could be produced, marketed & sold on a global scale. Targeting independent retailers, specialty pharmacies, government organizations, healthcare facilities, wholesalers & distributers while positioning itself is as a specialty pharmaceutical business requires to be able to develop, produce, and sell medications for the chronic & difficult to treat illness including rare diseases.[5]

Diffusion, segmentation quantification and calibration, for example, is often sought to encourage health care professionals HCPs to adopt a pharma product and recommend it to patients. It’s that segmentation that is important from a strategic brand perspective. Despite the fact that pharmaceutical marketing is intricate and dynamic. A key component of improving healthcare is pharmaceutical marketing. Pharma marketing has an impact on every aspect of the healthcare system, from promoting research and development to filling knowledge gaps and expediting patient treatment. By disseminating information, encouraging preventative actions, and aiding patient support initiatives. It supports the overall objective of improving public health in addition to the success of specific pharmaceutical items. Pharma marketing will also change in tandem with the healthcare sector. [6]

In conclusion, drug promotion has frequently been criticized for its aggressive marketing strategies and propensity to affect prescribing habits, despite being a useful technique for increasing awareness of novel medicines. Due to the enormous expenses of research and development, the pharmaceutical business is under a lot of pressure to recover its expenditures. This frequently results in marketing tactics that put financial gain ahead of the welfare of patients. Regulations are in place to safeguard customers, but the industry's marketing strategies are always changing. Businesses like the well-known pharmaceutical behemoth AbbVie use advanced tactics to connect with patients and healthcare professionals. These tactics, which include collaborations, digital marketing, and direct-to-consumer advertising, have a big influence on patient behavior and prescription trends. Innovation, business interests, and patient care must be carefully balanced in order to guarantee moral drug promotion and safeguard the public's health. To lessen the possible detrimental effects of aggressive marketing strategies, stricter laws, greater openness, and a greater emphasis on evidence-based medicine are necessary.

References:

1. Congressional budget office, Research and Development in the Pharmaceutical Industry. Published on : April 2021 ; Accessed on : Nov 16, 2024 URL : https://www.cbo.gov/publication/57126

2. Brian Buntz, Top pharma companies ranked by 2023 R&D spend. Published on : 30 April 2024 ; Accessed on: 16 Nov 2024 URL: https://www.drugdiscoverytrends.com/top-pharma-companies-2023-rd-spend/

3. Jacob NT. Drug promotion practices: A review. Br J Clin Pharmacol. 2018 Aug;84(8):1659-1667. doi: 10.1111/bcp.13513. Epub 2018 Feb 20. PMID: 29349812; PMCID: PMC6046507

4. Ventola CL. Direct-to-Consumer Pharmaceutical Advertising: Therapeutic or Toxic? P T. 2011 Oct;36(10):669-84. PMID: 22346300; PMCID: PMC3278148

5. Aditya Shastri, Pricise marketing strategy of AbbVie. Published on: Dec.02, 2022 ; Accessed on Nov. 16, 2024 URL : https://iide.co/case-studies/marketing-strategy-of-abbvie/

6. Gareth Roberts, Pharmaceutical market segmentation. Published on: 08 July 2024; Accessed on : 1 Nov. 2024 URL: https://www.orientation.agency/insights/pharmaceutical-market-segmentation

About the author 

Shruti Talashi

boasts a dual mastery of lab research and writing. Her doctoral study outcome as M.Phil in biomedical science while studying breast cancer and an extraordinary masters degrees dissertation work on exploring role of Gal-lectin in cancer metastasis fuels her extensive research interests. She has gained few publication in journals. Bridging the science-public gap is her passion, aided by expertise in diverse techniques. From oncology to antibiotic/drugs production, she's led and managed complex projects, even clinical trials. Now, as a freelance Content Coordinator for Sinoexpo Pharmasource.com, her industry knowledge shines through valuable insights on cutting-edge topics like GMP, QbD, and biofoundry.