A CROSS-SECTIONAL SURVEY ON PHARMACEUTICAL MARKETING STRATEGIES AND THEIR INFLUENCE ON PRESCRIBING BEHAVIOR AND CONSUMER PERCEPTION

Background: Pharmaceutical marketing is crucial in shaping prescribing behavior and consumer perceptions. The shift to digital platforms has transformed traditional marketing into integrated digital engagement models, necessitating an understanding of stakeholder perceptions for ethical and effective promotion. Objective: The present study aimed to evaluate the marketing strategies adopted for pharmaceutical products and to assess their influence on prescription behavior, product utilization, and consumer perception, with particular emphasis on digital transformation and preventive healthcare orientation. Methodology: In the Pune area of Maharashtra, India, an observational cross-sectional survey was carried out. After a thorough assessment of the literature, a structured questionnaire was created and sent electronically using Google Forms. A total of 109 valid replies were gathered from customers who were at least 21 years old, professionals in the pharmaceutical sector, and healthcare experts. Descriptive statistical techniques were used to assess the data.