DETERMINANTS INFLUENCING SALES PERFORMANCE IN THE PHARMACEUTICAL INDUSTRY

Abstract

This study aims to examine the major linkages between the marketing mix, the physician's prescription behavior, and the communication from medical salespersons on the sales performance of pharmaceutical industry. The results of the study indicated that there is a significant relationship among various promotional tools adopted by pharmaceutical companies and increased sales performance. The research highlights the importance of a comprehensive approach that integrates strategic marketing, effective communication by medical representatives, and a deep understanding of physicians' prescribing behaviors. This research will be useful for pharmaceutical companies aiming to optimize their marketing tactics, increase physician engagement, and ultimately improve their sales success in a complicated and changing market environment. For policymakers and government officials, the study provides useful insights that can inform the creation of helpful policies and regulations to foster industry growth and progress.