A CROSS-SECTIONAL SURVEY ON PHARMACEUTICAL MARKETING STRATEGIES AND THEIR INFLUENCE ON PRESCRIBING BEHAVIOR AND CONSUMER PERCEPTION

Abstract

Background: Pharmaceutical marketing is crucial in shaping prescribing behavior and consumer perceptions. The shift to digital platforms has transformed traditional marketing into integrated digital engagement models, necessitating an understanding of stakeholder perceptions for ethical and effective promotion. Objective: The present study aimed to evaluate the marketing strategies adopted for pharmaceutical products and to assess their influence on prescription behavior, product utilization, and consumer perception, with particular emphasis on digital transformation and preventive healthcare orientation. Methodology: In the Pune area of Maharashtra, India, an observational cross-sectional survey was carried out. After a thorough assessment of the literature, a structured questionnaire was created and sent electronically using Google Forms. A total of 109 valid replies were gathered from customers who were at least 21 years old, professionals in the pharmaceutical sector, and healthcare experts. Descriptive statistical techniques were used to assess the data. Results: The majority of respondents (82.6%) were aged 18–24 years, and 58.9% were healthcare professionals. Online sources (64.2%) and medical professionals (63.3%) were the primary channels for learning about new pharmaceutical products. Nearly half of the respondents (50.5%) preferred a combination of traditional and digital marketing strategies, while 45.9% favoured digital marketing alone. A substantial proportion (86%) acknowledged that marketing influenced their product utilization decisions. Furthermore, 48.6% supported a balanced approach between educational and promotional strategies, and over 96% emphasized prioritizing preventive healthcare awareness. Conclusion: The findings indicate a strong shift toward digital and integrated pharmaceutical marketing strategies. Stakeholders expect marketing practices to be ethically responsible, educationally focused, and aligned with preventive healthcare objectives.