ƏCZAÇILIQ SEKTORUNDA MARKETİNQ KOMPLEKSİ (4P)
MARKETING COMPLEX (4P) IN THE PHARMACEUTICAL SECTOR

Summary/Abstract: The marketing complex (4P) in the pharmaceutical sector includes the integration of product, price, place and promotion. Due to the characteristics of this sector, marketing activities are aimed at both consumers and professionals (doctors, pharmacies, healthcare institutions). In the product area, information about the quality, safety, effects and use of medicines is important. Drug manufacturers and distributors offer different product variants (tablets, capsules, bottles, etc.) and provide information about the effectiveness of each. Pricing policy is related to determining the price of medicines and their changes in accordance with market demand. Drug prices are also set based on government regulations, competition and production costs. Price changes in this area also affect the increase or decrease in demand in the market. In the place (distribution) area, effective logistics systems must be established to deliver medicines to pharmaceutical enterprises, pharmacies and healthcare institutions. Pharmaceutical companies collaborate with pharmacies, online platforms, and other sales channels to ensure the availability of medicines in various markets. Promotion is essential for the presentation of pharmaceutical products to potential customers. This is done through advertising, discounts, outreach with doctors and pharmacies, and educating medical representatives about the product. Promotion of pharmaceutical products also helps to improve the customer experience and differentiate the product in the market.

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