مجلة إقتصاد المال والأعمال
Volume 9, Numéro 2, Pages 865-874
2024-10-31
Launch Of A New Pharmaceutical Product
Authors : Bouzerouata Ilhem . Chetih Hichem .
Abstract
The aim of our research is to analyse pharmaceutical marketing in new product launches and to look at the problems in applying the marketing mix for new medicines, as well as the effectiveness of B-to-B communication in the context of a new product launch. We used a qualitative approach, conducting semi-structured interviews with key opinion leaders and board members such as heads of marketing departments. The results show the importance of the relationship between the organisation and these professionals, as well as the relationship between the marketing department and healthcare professionals: doctors and pharmacists
Keywords
Product launches, ; New products, ; Pharmaceutical. ; . industry, ; pharmaceutical marketing, ; communication
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