such as high quality medicines that are bioavailable, safe and potent; job security and tenure.

affection and belonging in the pharmaceutical and related fields.

 knowledge on pharmaceutical marketing and delf-expression

such as achievement fulfillment in the pharmaceutical business or career in pharmacy, either industrial or community pharmacy or hospital pharmacy practice.

s are the expression of needs. These are the desires or interests to satisfy a particular need and these wants are shaped by one’s culture and individual personality

A sick person in China afflicted with common colds may need medication or relief and translates this into a want (desire) for

; a sick person in the USA wants (desire) a

a sick person in the Philippines wants (desire) an (), from a nearby community pharmacy endorsed ore recommended by a licensed pharmacist or pharmacy aide.

The needs of an individual or groups may be the same but the extent to which these are satisfied vary and are spelled out in specific wants (desires). Pharmaceutical Marketing, therefore, means working () with the identified Pharmaceutical Markets to directly or indirectly generate the desired exchanges towards promptly satisfying, delighting and surprising human needs and wants. In other words, individuals and groups satisfactorily obtain what they actually need and want in the health care delivery through a complex process of creating and exchanging pharmaceutical products and value with others.

according to a noted marketing author, Philip Kotler, involves “work”, e.g., American sellers of pharmaceutical products have to search buyers, either individuals or groups, identify their needs, produce quality products within or above the standards set fort by BFAD, drum-up a well balanced promotions mix, formulate pricing strategies, ensure availability and visibility of product lines in target pharmaceutical sales outlets, and above all, render services even prior, during and after the sale is consummated.

Kotler added that the marketing activities are being carried out not only by sellers, but also by the()themselves, meaning the consumers or end-users, when they search for the best pharmaceutical products, they need prices within their means, and similarly, those in supply or purchasing functions do “marketing” when they transact business with the prospective sellers and negotiate for better product deals, higher discounts, liberal credit terms, more subsidies, allowances and other amenities.

 Kotler pointed out: “In a seller’s market, the () have more power and buyers have to be more active marketers, while in a buyer’s market, () have more power and sellers have to be more active marketers.”

Nowadays, in a rapidly changing environment, more than ever, the pharmacists stand out () as good marketers in ably communicating and satisfying the needs and wants of target clientele in the drug industry

As overhead costs are skyrocketing faster than the inflationary rates, many drugstores and hospitals are getting involved in and committed to marketing in order to increase customer traffic, creating new and satisfied clientele, grabbing market share from competition, either in the community or hospital pharmacy, analyzing and selecting target segments or subsegments, and repositioning themselves well in desired markets for growth purposes, market share and profitability, both in the short-term and long-term basis. All these inevitably, goes beyond the present day pharmacist’s responsibility, that of keeping afloat and surviving in a web of complexities of effectively and efficiently managing the health care business. The expanded responsibilities of pharmacists has risen to tidal wave proportions and definitely, beyond merely ()

The big hospitals and chain-drugstores in the country have started to install full-blown () departments to best answer their problems, exploit opportunities in a fastchanging marketplace, be a step ahead of competition, and improve overall business performance in an ongoing concern.

These are composed of such drug outlets as drugstores or community pharmacies, hospital pharmacies, industrial clinics, private medical clinics, or dispensing physician’s clinics. They normally buy medicines, medical supplies, and other health products either on credit or consignments from local and multinational drug companies through the sales and professional service representatives (detailmen or medical representatives) who call on them regularly and offer their products on liberal credit terms, discounts, allowances, product deals, warranties, and other amenities.

Many drug companies rely heavily on the traditional markets in generating a() share of the market, desired market growth, leadership and profitability. The traditional markets exist on a free enterprise basis and their operations are regulated and controlled by the Bureau of Food and Drugs (BFAD) of the Department of Health (DOH). However, there are still instances when substandards, fake drug products or banned drugs exist and are readily available for the consuming public.

These type of sales outlets operate either as wholesalers, retailers, or both and are estimated to be no less than 15,000 stores nationwide. They carry in their establishments assorted merchandise from ethical, OTC, or proprietary drug products to galenicals, chemical reagents, toiletries, and skin care lines. Some even carry healthy foods, fluids, and grocery items—particularly those that operate a large chainstore operation. Mercury Drug Corporation, which has more than 200 branches and franchises all over the country, carries in their superstores or self-service stores, a wide range of goods including grocery items, and in some branches and franchises, photocopying machines, ATM’s, watch repair shops, and the like are included. Merced Drug chainstores in Metro Manila, carries FOTO-ME services in their outlets as an added service feature to customers. In Divisoria, Manila, the big wholesalers operate purely on wholesale basis, catering to small drugstores, trading and sari-sari stores, peddlers and retailers coming from nearby provincial areas.

The chainstore type drugstores such as Mercury Drug, Merced Drug, New Southstar Drug, Rose Pharmacy, Save More Drug, Emilene’s Pharmacy, and many others, operate a () system for stock inventories, stock transfers, Invoicing, Payroll, Sales and Product Movement monitoring services.

The big wholesalers and chainstores that regularly buy in bulk quantities from established drug manufacturers and distributors for at least () supply, enjoy relatively higher () liberal () terms, some () and rentals for product displays, and other amenities.