Abstract

EFFECT ON PHARMACEUTICAL SECTOR MARKETING ON CUSTOMER SATISFACTION

Nikita Ubale* and Aakanksha Kale

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Abstract

The pharmaceutical sector plays a critical role in healthcare, and its marketing strategies have far-reaching implications for patient wellbeing. This study investigates the influence of marketing practices within the pharmaceutical industry on customer satisfaction. In a rapidly evolving and highly regulated environment, understanding the relationship between marketing efforts and customer satisfaction is essential for both industry stakeholders and healthcare consumers. This research employs a mixed-methods approach, incorporating both quantitative and qualitative analyses. Quantitative data is collected through surveys administered to pharmaceutical industry stakeholders, including healthcare professionals, patients, and pharmaceutical representatives. Qualitative data is gathered through in-depth interviews and content analysis of marketing materials and practices. The findings of this study reveal that pharmaceutical sector marketing has a significant impact on customer satisfaction. The marketing practices employed by pharmaceutical companies, including advertising, detailing to healthcare professionals, and direct-toconsumer advertising, are associated with varying degrees of influence on customer satisfaction. Factors such as transparency, accuracy of information, ethical considerations, and patient education are identified as critical determinants of customer satisfaction. This research contributes to a deeper understanding of the dynamics between pharmaceutical sector marketing and customer satisfaction, shedding light on the ethical and practical dimensions of marketing practices within the industry. The insights gained from this study may inform regulatory decisions, corporate strategies, and healthcare consumer choices, ultimately leading to improved healthcare outcomes and patient satisfaction.

Keywords: Pharmaceutical sector, marketing, customer satisfaction, healthcare, transparency, ethics, patient education.