Applications of Pharmaceutical

Marketing and Management

Syed Muhammad Saif ALI , BPD 02171021

Submmited to: Dr. Kashif Barkat

1
Document Name
Your Company Name (C) Copyright (Print Date) All Rights Reserved
 Management

 Management is Definition:
designing and
maintaining of an Management can be defined as an art
environment in which and
Individuals working science of planning, organizing,
together in groups can directing and controlling human
accomplish their efforts within the organizational
selected objectives framework and economic
within an organization. environment of the firm to achieve its
 Effective planning, objectives.
organizing, directing
and controlling the
human efforts directed
towards specific ends in
a company,department,
or a section within an
organization can
achieve this
environment.
In this context management
may be defined as an art and
science of planning,
organizing, directing and
controlling human effort.

 The management and administration, though interrelated and used

synonymously, yet have distinct meanings.
 Administration is responsible for the operation of entire organization.
 It is involved dominantly, in directing, and less dominantly in planning and
coordination. Administration facilitates the management process in an
organization.
 As compared to administration, the management is directly related to the resources
in order to control, manipulate and direct them for gain,

2
Document Name
Your Company Name (C) Copyright (Print Date) All Rights Reserved
 The basic functions of administration in an organization include:
1. Enforcing the policies and daily management
2. Establishing the organization structure to carry out its programs
3. Financial management
4. Providing, maintenance and safe-guarding of appropriate resources
of in organization
5. Looking after the weakness influencing any aspect of organization

 Management requires the knowledge of organization's objectives,

policies and the resources that can be called upon to accomplish the
predefined objectives planning, coordination and leading are more
prominent areas in management as compared to in administration.
 The management is also responsible for continued employment and
satisfaction of all associated with it.

IMPORTANCE OF STUDYING MANAGEMENT

The study of management is important for the following three reasons:
1. A society depends on specialized organizations to provide products
and services. Such organizations are guided and directed by the
decisions of management Management establishes the conditions
under which workers are provided jobs, income and the customer's
life styles, products, services, protection, healthcare and
knowledge. It would be difficult to find anyone in our society. Who
is neither a manager nor at least affected by the decisions of a
manager.

2. Having the basic knowledge of pharmaceutical management, a

pharmacist will be able to become a better employee who knows
the various managerial functions, performance appraisal systems
and ways of motivations.

3
Document Name
Your Company Name (C) Copyright (Print Date) All Rights Reserved
 1. Individuals not trained as managers often find themselves in managerial
positions. Many individuals presently being trained to be production
pharmacist, research & development pharmacist development, sales
promotion pharmacist, hospital pharmacist, and retail/community
pharmacist, etc. These will one day earn as manager and will manage a
specific job. So a pharmacist must have basic knowledge of
pharmaceutical management, in advance to tackle their new
responsibilities.

Planing

Organinzing Management Controlling

Directng

SCOPE OF MANAGEMENT
Management is applicable and essential in all the organized operations as well as
at all the levels of organization in an enterprise. In pharmacy, management is
required in pharmaceutical activities such as:
1. Production/manufacturing of pharmaceuticals
2. Marketing of pharmaceuticals
3. Research in pharmaceuticals
4. Clinical trials of drugs
5. Hospital pharmacy department in a hospital
6. Retail/community pharmacy
7. Drug distribution
8. Depot/chain pharmacies
9. Drug information centers/poison control centers.
In short, in all activities requiring human beings need management.

4
Document Name
Your Company Name (C) Copyright (Print Date) All Rights Reserved
ROLE OF MANAGEMENT
The essence of management is decision-making. Its unique role is selection
herein alternative means of moving towards an objective. The decision making
process involves the following steps:
1. Identifying and defining problem:
Any task under consideration is referred to as a problem. However, it
may be a real obstacle or trouble in organizational activity or operation.
Recognition of the obstacle, in this case is the first step in its solution.

2. Analyzing problem:
The next step in decision-making is the investigation of problem or task,
under question with respects to all possible dimensions.
3. Developing alternative solutions:

5
Document Name
Your Company Name (C) Copyright (Print Date) All Rights Reserved
 After analyzing, more than one solutions of the problem or courses of
action for achieving specific task are proposed. The developed
alternatives must be workable and any one of them can be adopted.
4. Deciding upon best solution:
All the alternative solutions or courses of actions are evaluated carefully.
The feasible and one that is expected to work well is selected.
5. Converting the decision into effective action: The selected solution or
action is then implemented. Again, after some time period, the course of
action is evaluated for its success. In case of failure, the process is again
started from the first step.
 The success of any organization is based on the efficient
management. If the management fails to do, the enterprise will fail
in the end. In such case, the resources available in the organization
become un-coordinated like the efforts of four horses without a
reviver.
 The enterprise, like driverless coach, moves forward jerkily, held
up for the lack of material, and equipment, because the machines
are badly chosen and even more badly maintained, or because
employees are unable or unwilling to do their best.

An effective management demands the following:

1. Organizational objectives/policies:
The organization objectives are the initial step for the success of a firm.
Whole policies, programs and operations of a firm depend on its objectives.
2. Resources:
As has been mentioned in preceding section, the resources include men,
materials, machines and money. All these resources have their own
importance. The resources, used coordinately are required to carry out
6
Document Name
Your Company Name (C) Copyright (Print Date) All Rights Reserved
 operations and activities within an organization. Resourcefulness of firm,
thus dictates its success.

3. Capability of decision makers:

The knowledge and courage of decision makers is regarded as their
capability. Efficient management has the capability to select the best to
achieve the predefined targets. The other capabilities of decision makers
include farsightedness, judgment and resourcefulness. These are also
needed so as a manager can predict the future of courses of actions and
decide the best amongst them.
4. Authority:
Power to implement in organization is the authority. It is needed to get the
work done in organization. The authority delegated to manager is vital for
planning, o organizing, leading and coordination and in decision-making as
well.

7
Document Name
Your Company Name (C) Copyright (Print Date) All Rights Reserved
 PHARMACEUTICAL MARKETING
Introduction
 Pharmaceutical marketing as a sub-specialty of marketing can be
defined as a process through which market for the pharmaceutical core
is actualized. It encompasses all the activities executed by different
individuals or organizations to actualize market products.

 According to the American Association marketing: It is a “Condition

within which buyers or sellers make decision or place in which buyers
and sellers’ functions or business activities that direct the flow of
goods and services from manufacturer/ producer to the consumers”.

8
Document Name
Your Company Name (C) Copyright (Print Date) All Rights Reserved
Management of Pharmaceutical Marketing:
 Marketing management: it is the analysis, planning, an implementa tion
the control over actions, aimed on an establishment, fastening and support
of favorable exchanges with target buyers for the achievement of certain
problems of the organization, such, as profit reception, sales volume
growth, increase market share, etc.
For management of marketing activity of the enterprise four groups of questions
have the greatest value:
1. Information
2. Use of elements (complex) of marketing
3. Organization of marketing activity
4. Control in marketing sphere

9
Document Name
Your Company Name (C) Copyright (Print Date) All Rights Reserved
Market Research and the Information (MARKETING INFORMATION
SYSTEMS):
 Marketing research are the scientific researches directed on regular
gathering, reflexing and the analysis of the information concerning needs,
opinions, motivations, relations, behavior of separate persons and the
organizations (subjects of economic activities, official bodies, etc.) for the
purpose of proved marketing decisions’ acceptance.

Marketing research are spent in three directions:

1. Research of macro-environment of the enterprise
2. Microenvironment of the enterprise
3. The internal environment of the enterprise.
4. The internal environment of the enterprise.

10
Document Name
Your Company Name (C) Copyright (Print Date) All Rights Reserved
Sources and structure of marketing information on enterprises:

MARKET SEGMENTATION:
 Market segmentation is the process of dividing the total heterogeneous
market for a product into several segments, each of which tends to be
homogeneous in all significant aspects.
 Management then selects one or more of these market segments as the
organization's target market.
 Finally, a separate marketing mix is developed for each segment or a
group of segments in this target market.

11
Document Name
Your Company Name (C) Copyright (Print Date) All Rights Reserved
 The commonly used bases for segmenting the consumers market may be
grouped into the following four broad categories:
1. Geographic segmentation.
Many organizations segment their market on some geographic basis
such as census region, city size, urban suburban-rural, or climate.
Many companies market only in a limited geographic area.
2. Demographic segmentation.
Probably the most widely used basis for segmenting consumer
markets is some demographic factor such as age, sex, income, stage in
the family life cycle, ethnic background, etc. Demographic factors can
also serve as the bases for operational market segments, because they
meet the conditions for the effective segmentation –measurable,
accessible, and large enough.
3. Psychographic segmentation.
Three common bases for the psychographic segmentation of consumer
markets are:
 The social-class structure,
 Personality characteristics,
 And life-styles.
4. Behaviour towards product (product-related bases).
Behavioural characteristics define that consumers expect from the
goods as they use the goods, their attitude to the goods.

The practical significance have selection of "target market", "market

window", "niche market".
 The target market of the market is one or several segments
selected for the marketing activity of the enterprise.
 Market “window” is a segment of consumers, which needs
manufacturers neglect. Needs are satisfied with other goods.
 Market “niche” is a segment of the market, for which the
optimal are the goods of the given firm.
The marketing mix is a familiar marketing strategy tool, which as you will
probably know, was traditionally limited to:
The 4Ps are:
 Product (or Service).
 Place.
 Price.
 Promotion.

12
Document Name
Your Company Name (C) Copyright (Print Date) All Rights Reserved
 13
Document Name
Your Company Name (C) Copyright (Print Date) All Rights Reserved