Fundamental changes in business environments are rarely achieved without the use of marketing activities. Whilst consumer marketing in the pharmaceutical industry has been proven to create a negative impact and pain, it has also achieved good and has changed perceptions for the better.

The use of marketing provides a competitive edge, penetration into new markets, the acquiring of new customers, and ultimately the achievement of the business objectives.

To achieve such results, however, requires more than just a marketing plan. It requires the effective management of the plan within the organisation’s environment and competitive position, both of which are continually shifting.

This requires a look at the nature and direction of the practical application of the product or service, its distribution via sales and intermediaries, pricing, the brand as well as the marketing communications itself.