Medico Marketing

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Medico-Marketing shall avoid ?


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Medico-Marketing involves promotion of pharmaceutical products. It facilitates to continuously update physicians, nurses and pharmacists regarding the safe and effective use of medicines. Medico marketing encompasses activities by medicos or organizations to actualize markets for pharmaceutical care.

The World Health Organization defines pharmaceutical promotion as “all information and persuasive activities executed by pharmaceutical manufacturers and distributors, attempting to affect the prescription, supply, purchase, and/or use of medical drugs”.

The success of Medico-Marketing depends upon the approaches or plans adopted for marketing. An effective marketing management depends upon formulation of goals, identification of a target market, developing a plan to achieve the goal and analysis of marketing strategy at regular intervals for assessing the progress.

Pharmaceutical companies utilize two streams of marketing strategies:

1) push stream and 2) pull stream. Push stream strategy aims to influence decision maker’s (physician’s) prescription behavior by means of promotional items like detailing, drug sampling, journal articles, journal advertising, conferences, medical meetings etc. Pull stream strategy is targeted on end consumers and pressurizes physicians to prescribe a particular drug based on patient’s request.

Advertisements are crucial for disseminating information on medicines to physicians and are widely used by pharmaceutical companies for promotion of their products. Information provided on advertisements should be of high quality and should not be inaccurate or exaggerated. Advertisements which exaggerate the benefits of medicines and tend to play down risk associated with drugs, may lead to potential side effects. Physicians following such promotional information may endanger life of the patients by prescribing irrational drugs. Therefore, pharmaceutical companies should avoid unethical medico marketing practices such as misleading advertisements and disease mongering.

The medico marketing department of any pharmaceutical company should  follow three major codes:

1) The International Federation of Pharmaceutical Manufacturers (iFPMA) code of pharmaceutical marketing practices
2) The World Health Organization’s ethical criteria for medicinal drug promotion
3) The code prepared by Health Action International WorkSureTM specializes in Medico-marketing and Medical Affairs Management and help industry towards ethical product promotion.


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