Marketing Strategies Applied on the Romanian Pharmaceutical Market

Nicoleta Andreea Neacsu () and Adriana Tulbure ()
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Nicoleta Andreea Neacsu: “Transilvania” University of Brasov, Faculty of Economic Sciences and Business Administration, Romania
Adriana Tulbure: “Transilvania” University of Brasov, Faculty of Economic Sciences and Business Administration, Romania

Ovidius University Annals, Economic Sciences Series, 2023, vol. XXIII, issue 1, 723-730

Abstract: The Romanian pharmaceutical market has undergone significant transformation over the past three decades. Pharmaceutical marketing, a harmonization process between the production and consumption of medicines, is key to growth and profitability. The research highlights the importance of doctors and pharmacists as main sources of information for patients. A balance of emotional and rational factors, such as the attentiveness of pharmacists, pricing, product availability and proximity, drive consumers to certain pharmacies. Product categories also influence preference, with different pharmacies favored for allopathic medicines, natural remedies, or cosmetic products. Proximity remains the principal decision-making factor, although compassionate staff offering cost-effective solutions play a crucial role in customer retention. Reputed pharmacy chains are preferred due to their promotional activities, diverse product range and knowledgeable in-store advisors. In a shifting landscape, online purchasing is gaining traction, with nearly a third of survey respondents expressing interest in purchasing pharmaceutical products online.

Keywords: pharmaceutical marketing; marketing strategies; pharmacies (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2023
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