Never Neglect Customers in the Pharmaceutical Market
Keywords:
Association of the British Pharmaceutical Industry (ABPI), Customers, Health care professionals, Pharmaceutical market, Uniform Code for Pharmaceutical Marketing Practices (UCPMP)Abstract
The pharmaceutical market is both complex and diverse. The Indian pharmaceutical industry is among the largest and most highly developed science-based sectors in the developing world. In this market, the physician or healthcare professional (HCP) who prescribes medicine is the primary customer. Understanding customer behavior in this industry is particularly challenging. Customer-centricity in pharmaceuticals involves understanding and addressing customers' needs, preferences, and concerns at every stage of their journey. In a highly competitive pharmaceutical marketplace, several key elements must be considered when developing a marketing plan. Customers should always be addressed in strategic planning. Partnering with them in pharmaceutical innovation and decision-making can significantly enhance outcomes. Involving internal medical affairs teams in every step of the decision-making process will increase the probability of success. They engage customers through evidence-based, transparent, and accurate communication via scientific initiatives, patient education, and support programs. Ultimately, a customer-focused approach benefits not just the business but the patient as well.
