Marketing Practices of Pakistan Pharmaceutical Industry and Physician Prescription Behavior

4 Abstract: This research paper gives an insight about the processes used by local and MNCs pharmaceutical companies in Pakistan.The purpose of our research is to examine that what factors affect physician prescription behavior based on ethical grounds.Pakistani Pharmaceutical Industry has made remarkable changes since few years, it was time when there were only few companies operating in Pakistan. Today the number has increased drastically.Pharmaceutical companies are allowed to do business in generic and branded products, but there are certain rules and regulations for drugs patenting, efficacy, testing and marketing that each company has to observe. There has been an increase in competition in pharmaceutical industry due to which there has been shift in the marketing strategies of pharmaceutical companies. This research focuses on the strategies and marketing tools used by pharmaceutical companies in Pakistan and how Physicians behave against all these marketing strategies in terms of Prescription patterns. The questionnaire survey method is used for data collection and SPSS is used for Correlation and Regression techniques for the understanding of Physician's prescription behaviour. This study concluded that for better execution of promotional tools Pharmaceutical Marketing Mix is developed, there is greater marketing Mix spending on sales force. Pharmaceutical marketing Mix is a set of pharmaceutical promotional tactics used for marketing and selling of product. Pharmaceutical marketing Mix is developed for better understanding of different promotional activities and tactics such as sampling and sales force promotion which also help to change the prescription behavior of Physicians.