Pharma Marketing in Italy

What is Pharma Marketing in Italy 

Although the pharmaceutical industry is naturally dedicated to innovation, the use of marketing strategies appears to be much more recent, although competition between the major companies is already fierce. 

Pharma marketing is the set of tools available to the pharmaceutical industry to promote ethical drugs, SOPs, OTCs, medical devices and dietary supplements to their target audience.

The target audience for marketing in pharma is not unique, but from time to time can be identified with general practitioners, specialists, different types of healthcare professionals (HCPs), pharmacists, patients; or all (or some) of the above categories. 

Unlike marketing used to promote other sectors, pharma marketing in Italy does not aim exclusively at selling the different types of pharmaceutical products, but may have different objectives, although always related to a clear health need. 

Precisely for this reason, in addition to the promotion of individual pharmaceutical products (based on specific values such as innovation, quality, safety, efficacy, tolerability, convenience, etc.), pharma marketing in Italy can be differentiated into further marketing campaigns, such as: 

• Disease awarness (clarifying to doctors/patients the characteristics of a specific disease); 
• Referral program (directing patients to facilities specialised in the treatment of a certain disease);  
• Patient Advocacy (all activities aimed at patient involvement). 

Pharma Marketing Targets