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A Review on Marketing of OTC Drugs


Affiliations
1 Saroj Institute of Technology and Management, Ahimamau P.O. Arjunganj Sultanpur Road, Lucknow, India
     

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Purchase and use of OTC drugs without full knowledge is not only a waste of resources for all stakeholders but can be harmful for consumers. Creating awareness of rational drug use is only possible through continued public education with a broad vision of good health and wellbeing of the society. In developed economies, the four As of marketing has been addressed fairly well but in India, the accessibility and awareness is still on a lower side especially for allopathic OTC drugs .In India, the import, manufacture, distribution and sale of drugs and cosmetics are regulated by the Drugs and Cosmetics Act (DCA) and its subordinate legislation, the Drugs and Cosmetics Rules (DCR).

Keywords

Over the Counter (OTC) Drugs, Pharmaceutical Company, Continuous Pharmacist Education (CPE), Corporate Social Opportunity (CSO), Food and Drug Administration (FDA), Corporate Social Responsibility (CSR), Ottom of Pyramid (BOP).
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  • Over-the-Counter Medicines: What's Right for You?. Fda.gov (2009-04-30). Retrieved on 2012-07-04.
  • The New Over-the-Counter Medicine Label: Take a Look. Fda.gov (2012-04-27). Retrieved on 2012-07-04.
  • FDA Approves Plan B One-Step Emergency Contraceptive; Lowers Age for Obtaining Two-Dose Plan B Emergency Contraceptive without a Prescription. Fda.gov. Retrieved on 2012-07-04.
  • FDA Approves Over-the-Counter Access for Plan B for Women 18 and Older. Fda.gov (2009-04-30). Retrieved on 2012-07-04.
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  • Wilson O. Erhun and Mercy O. Erhun-"The qualitative impact of broadcast media advertisement on the perception of medicines in Nigeria", Journal of Consumer Behaviour, Vol 31, 8-19.
  • Eric P. Brass-"Changing the status of drugs from prescription to over the counter availability"-New England J. Medicine, Vol: 345, No.11, Sept13, 2001.
  • Erin E.Baca, Juan Holguin Jr. and Andreas W. Stratemeyer, "Direct to consumer advertising and young consumers; building brand value", The Journal of Consumer Marketing (2005); 379- 387.
  • George S. Day and David B. Montgomery (1999), "Charting new directions for marketing", Journal of Marketing,Vol.63 (Special Issue 1999), 3-13.
  • India 2020-A vision for the New Millennium-A.P.J.Abdul Kalam and Y.S.Rajan-1998
  • M.E. Porter and Mark R. Kramer -"Strategy and society", HBR, Dec; 2006.
  • M.Tolga Akcura, Fusun F. Gonul, Elina Petrova, "Consumer learning and brand valuation; an application on over the counter drugs", Marketing Science, Vol: 23, No.1, Winter 2004, 156-169
  • Nirmalya Kumar-"Strategies to fight low cost rivals", HBR, Dec; 2006.
  • Richard F. Beltramini-"Consumer believability of information in direct to consumer (DTC) advertising of prescription drugs", Journal of Business Ethics (2006) 63; 333-343.
  • Svensson, Goran (2001), "Re-evaluating the marketing concept", European Business Review,V-13,N-2,95- 100.
  • Usha Arora and Girish Taneja-"An analytical study of physician's behaviour towards marketing of pharmaceutical products", Indian Journal of Marketing, Nov: 2006.
  • Wilson O. Erhun and Mercy O. Erhun-"The qualitative impact of broadcast media advertisement on the perception of medicines in Nigeria", Journal of Consumer Behaviour, Vol 31, 8-19.
  • FDA Approves Plan B One-Step Emergency Contraceptive; Lowers Age for Obtaining Two-Dose Plan B Emergency Contraceptive without a Prescription. Fda.gov. Retrieved on 2012-07-04.
  • FDA Approves Over-the-Counter Access for Plan B for Women 18 and Older. Fda.gov (2009-04-30). Retrieved on 2012-07-04.
  • Alexander, GC; Mohajir N, Meltzer DO (2005). "Consumers' perceptions about risk of and access to nonprescription medications". Journal of the American Pharmacists Association 45 (3): 363-370. doi:10.1331/1544345054003868. PMID 15991758.
  • India 2020-A vision for the New Millennium-A.P.J.Abdul Kalam and Y.S.Rajan-1998 M.E. Porter and Mark R. Kramer - "Strategy and society", HBR, Dec; 2006.
  • M.Tolga Akcura, Fusun F. Gonul, Elina Petrova, "Consumer learning and brand valuation; an application on over the counter drugs", Marketing Science, Vol: 23, No.1, Winter 2004, 156-169
  • Nirmalya Kumar-"Strategies to fight low cost rivals", HBR, Dec; 2006.
  • Richard F. Beltramini-"Consumer believability of information in direct to consumer (DTC) advertising of prescription drugs", Journal of Business Ethics (2006) 63; 333-343.
  • Svensson, Goran (2001), "Re-evaluating the marketing concept", European Business Review, V-13, N-2, 95- 100.
  • Usha Arora and Girish Taneja-"An analytical study of physician's behaviour towards marketing of pharmaceutical products", Indian Journal of Marketing, Nov: 2006.
  • Svensson, Goran (2001), "Re-evaluating the marketing concept", European Business Review, V-13, N-2, 95- 100.
  • Usha Arora and Girish Taneja-"An analytical study of physician's behaviour towards marketing of pharmaceutical products", Indian Journal of Marketing, Nov: 2006.

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  • A Review on Marketing of OTC Drugs

Abstract Views: 252  |  PDF Views: 2

Authors

Md. Yaqub Khan
Saroj Institute of Technology and Management, Ahimamau P.O. Arjunganj Sultanpur Road, Lucknow, India
Poonam Gupta
Saroj Institute of Technology and Management, Ahimamau P.O. Arjunganj Sultanpur Road, Lucknow, India
Dipendu Goswami
Saroj Institute of Technology and Management, Ahimamau P.O. Arjunganj Sultanpur Road, Lucknow, India
Bipin Bihari
Saroj Institute of Technology and Management, Ahimamau P.O. Arjunganj Sultanpur Road, Lucknow, India
Vikas Kumar Verma
Saroj Institute of Technology and Management, Ahimamau P.O. Arjunganj Sultanpur Road, Lucknow, India

Abstract


Purchase and use of OTC drugs without full knowledge is not only a waste of resources for all stakeholders but can be harmful for consumers. Creating awareness of rational drug use is only possible through continued public education with a broad vision of good health and wellbeing of the society. In developed economies, the four As of marketing has been addressed fairly well but in India, the accessibility and awareness is still on a lower side especially for allopathic OTC drugs .In India, the import, manufacture, distribution and sale of drugs and cosmetics are regulated by the Drugs and Cosmetics Act (DCA) and its subordinate legislation, the Drugs and Cosmetics Rules (DCR).

Keywords


Over the Counter (OTC) Drugs, Pharmaceutical Company, Continuous Pharmacist Education (CPE), Corporate Social Opportunity (CSO), Food and Drug Administration (FDA), Corporate Social Responsibility (CSR), Ottom of Pyramid (BOP).

References