Marketing function in pharmaceutical industry is responsible for promoting the medicines and drugs manufactured. The marketing function may use various mechanisms to do promotions. Some of them are:

• Advertisements
• Sponsoring pharma events
• Social media messaging
• Collaborating with KOLs to talk in relevant forums
• Articles in pharma journals
• Free samples to doctors/physicians and hospitals/clinics

For a large size pharma company, there could be global and regional marketing groups. The promotions and campaigns have to carry the global messaging and regional teams can add some local flavor. The marketing teams need to segment their markets and, on an ongoing basis, identify the profitable markets and make all efforts to maximize them.

Understanding demographics with respect to physicians and patients can help them to plan better campaigns and get the best ROI. They have to keep getting feedback from the ground to understand how the market is responding, and thereby adjust the marketing strategy and create greater impact.