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@article{187869,
        author = {Mr. Narendra B. Wakle and Mr. Manoj Wavhale},
        title = {PHARMACEUTICAL SALES AND MARKETING},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {6},
        pages = {6673-6680},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=187869},
        abstract = {Pharmaceutical sales and marketing constitute one of the most dynamic and influential components of the healthcare industry, serving as the essential link between pharmaceutical manufacturers, healthcare professionals, and end users. This review article provides an in-depth examination of the principles, strategies, and evolving trends that shape modern pharmaceutical marketing practices. Traditionally, the sector has relied on face-to-face physician detailing, medical representatives, product sampling, trade promotions, and brand differentiation to drive prescription behavior and market share. However, increasing regulatory scrutiny, rising competition, and growing healthcare awareness have transformed marketing approaches, demanding greater transparency, evidence-based communication, and patient-centric value propositions. The review highlights how digital transformation has reshaped the industry through tools such as social media outreach, e-detailing, tele-marketing, CRM platforms, big data analytics, and artificial intelligence. These technologies enhance customer engagement, allow precise targeting, and support real-time performance monitoring, thereby increasing the effectiveness of sales teams. Additionally, the article discusses the influence of ethical considerations, compliance frameworks, and global marketing regulations that govern promotional activities and ensure responsible dissemination of drug information. The shifting expectations of healthcare professionals and consumers, combined with an emphasis on pharmacoeconomics and value-based care, further shape current marketing strategies. Overall, this review emphasizes the need for integrated, ethical, and technologically driven marketing systems that balance commercial goals with public health responsibilities. By exploring current challenges and emerging opportunities, the article underscores how strategic innovation in pharmaceutical sales and marketing can contribute to improved therapeutic access, informed decision-making, and long-term industry sustainability.},
        keywords = {Pharmaceutical marketing, Sales force management, Physician detailing, Drug promotion, Regulatory compliance, Digital marketing, CRM (Customer Relationship Management), Market analysis.},
        month = {November},
        }