Pharmaceutical marketing is a special area of marketing that deals with promoting the sale of drugs and medical devices. This type of marketing aims to inform medical professionals, pharmaceutical professionals and end users about the properties, benefits and correct use of drugs and medical devices. It covers a wide range of activities, from market research and product development to advertising, sales promotion and visits by pharmaceutical representatives.

The most important aspects of pharmaceutical marketing (German translation: Pharma-Marketing) include:

• Market research (translation into German: Marktforschung): Analysis of the needs and preferences of healthcare professionals and patients in order to develop effective marketing strategies and products that meet these needs.
• Product advertising: Information of doctors, pharmacists and other healthcare professionals about new drugs, including their benefits, dosage and possible side effects using promotional material, pharmaceutical representatives and specialist seminars.
• Advertising and communication: Use of various communication channels, including traditional media, digital marketing and social media, to raise awareness of the product and its benefits.
• Pricing and availability management: Development of pricing strategies that take into account the cost of product development, health value and availability to the end consumer.
• Compliance with legal regulations: In Germany, according to the German Law on Advertising in the Healthcare System (HWG), public advertising is only permitted for non-prescription drugs, not for prescription drugs. This serves to protect consumers and public health (German: öffentliche Gesundheit).

Pharmaceutical marketing plays a key role in ensuring that healthcare professionals and patients are informed about available drugs and their appropriate use. This helps to improve the quality of care and public health. In addition, effective pharmaceutical marketing contributes to the growth and development of pharmaceutical companies, which indirectly promotes innovation and the introduction of new technologies in the pharmaceutical industry.

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