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Abstract

Purpose

Pharmaceutical firms target their promotion to physicians, chemists and patients. Chemists are an important entity in pharmaceutical marketing. Despite this there exists very little research on the promotional tools aimed at chemists. Thus, it becomes important for the marketers to study the perception of chemists towards the promotion tools being used by the pharmaceutical companies. The current study attempts to study the promotional tools used by pharmaceutical industry aimed at chemists. Authors also try to study the influence of these promotional tools on decisions to place orders.

Methodology

A structured questionnaire was developed for collecting primary data to meet the objectives of the study. List of chemists has been compiled after obtaining the Chemist-Must-See-List from a few pharmaceutical companies operating in Delhi. In all, 250 chemists were approached through convenience sampling and 197 usable questionnaires were received.

Findings

Medical representatives, gifts and schemes influence the chemists’ decision to place orders more in comparison to promotional literature. Thus rather than making expenditure on promotional literature for chemists the companies should focus on regular visit of medical representatives, gifts and schemes. Online promotion was not found to be influencing chemists. It was found that chemists want regular information about the schemes by sms.

Originality/value

The study attempts to study the influence of promotional tools, in reordering decisions of the chemist. It also seeks to identify additional support measures that pharmaceutical companies can take up to facilitate chemist in managing their business. Reasons for chemist cooperation with medical representative of pharmaceutical companies are also examined.

Keywords

Chemist promotion tools pharmaceutical India

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