Abstract:
Purpose: The purpose of this study is to explore and understand about the best promotional
strategies imperative for replacement of older medicines with the new ones .Also to make
critiques about how doctors may get better and easy comprehension about the new medicines to
start using them.
Methodology/ Sample: This study uses questionnaire completed by 150
physicians/respondents. These physicians are serving in public or private hospitals in
Karachi, which are ultimate population of this dissertation. Since every doctor uses
medicines for the patients and desired new medicines with required therapeutic action.
Hence, census approach may be used for data collection. However, due to various
constraints and limitations, the convenience & judgment non probability methods of
sampling have been opted for selection of sample. The data analysis includes
quantitative data analysis. A well - structured questionnaire has been used to acquire the
data. Data has been integrated while using SPSS software package.
Findings: The analysis and comparative results clearly suggest that there are various
promotional strategies which have been assessed as suitable for promotion of new medicines in
the place of older ones in Hospitals. However some strategies supported by literature as better to
promote new medicines could not be ascertain from the data acquired and analyzed for this
dissertation.
Practical Implications: The outcomes of the research might help the Pharmaceutical
Industry, Retail pharmacy outlets’ Businessmen, Physicians as well as other users of medicines.
Pharmaceutical industry including marketers and physicians may adopt contemporary promotional
strategies and achieve their desire objectives. They may maintain competitive advantage if the
effective promotional strategies are adopted in accordance with findings of the study.
