Pearl Lums

• What above the line marketing techniques do you use and for what kind of medicines?
• What mediums are used?
• What below the line marketing activities are carried out and for what products/achievements?
• What percentage of funds is allocated to each marketing activity?
• Strategies used to market Over the counter drugs?
• Strategies used to market prescription drugs?

Prescription being converted to over the counter drugs

Drug pricing policy introduced in 2015 after 10 12 years. The last increase wa sin 2001

It wasn’t good for the industry

We could’ve been 30% of what indias industry is right now

Some of the drugs are called schedule D drugs, controlled by the national health survice. All life saving drugs. In order to make it broader they have included the top molecules including cough syrups.Gov has expanded the list to include every drug that you can think of.  Might also include vitamins,

What drugs come under OTC, including asprin, panadol,  can be advertised. Panadol has permission through GSK, asprin, and Pfizer took approval for advert of ponston only for one or two year, so for every advertisement there needs to be an approval. The vitamin policy will allow certain drugs to be advertised freely. Like Z se zinc. All the nutracutical products. Johar joshanda is being advertised.  Hne the vitamen policy comes out then we will know if you can advertise vitamens or not. Vitamen D more than 5000 RDS.Doctor cough is being advertised. Joey capsule contains lead in the lower segment which is being advertised.

OTC  means Calcium eg, hould be OTC, it is everything in Pakistan. Legally they aren’t OTC so they cant be advertised.

Certain btl activities are done with the doctors, EG: Pfizer, ponston was advertised via BTL activity, went to a womens college, cuz its for PMS pain, took a doctor along, in order to prescribe, doctor gave a talk,  to 150 women, it’s a way of advertising.
Cardio vascular has BTL activities, world heart day activity, hepatitis is a big issue.

Talk about symptoms in activity cannot take drug names, lifestyle reasons, migrane,

Licator is a cholesterol, cancer is a specialized medicine. For cancer

First educate the doctors, Round table discussions.

Ethical Dilemma,

How much is ethical dilemma,
How much corruption is there in Pakistan. Large number of companies are absolutely and truly ethical, A kit of ethical checks, Top 50 companies have 50 % of the entire market share, and top 100 have entire market share, 20-25 companies are mnc, they have more than 45% of the market share. Too many registered companies and too many registered drugs, Why are there 50 drugs why aren’t there 5 Drugs,  So there is a lot of competition. 100 companies have 100 percent market share, what will the others do then?