A STUDY OF A DOCTOR’S PERSPECTIVE ON BRANDING STRATEGIES OF INDIAN PHARMACEUTICAL COMPANIES IN THE CONTEXT OF BRAND RECOGNITION AND PRESCRIPTION

Pharmaceutical business is the universal business known as the fastest growing industry. Pharmaceutical industry, especially the Pharmaceutical marketing practices are essential for Doctors, Pharmaceutical Companies, Retailers and Wholesalers, Medicine consumers, and Government. Marketing and branding of product is making people aware about the medicine brands. Branding efforts are resulting in brand recognition which is turning into brand recommendation by doctors. Doctors' prescribe more of that brand which familiar and have an established brand value. This research paper is an effort to estimate the impact and correlation of different branding activities on brand recognition and prescription of medicines. Based on a survey of 500 doctors, it is found that personal selling, Availability and distribution and Customer education (e-marketing) plays important role in on brand recognition and prescription of medicines.