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Marketing Strategies Applied on the Romanian Pharmaceutical Market

Author

Listed:
  • 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)

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.

Suggested Citation

  • Nicoleta Andreea Neacsu & Adriana Tulbure, 2023. "Marketing Strategies Applied on the Romanian Pharmaceutical Market," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 723-730, August.
    • Handle: RePEc:ovi:oviste:v:xxiii:y:2023:i:1:p:723-730
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    References listed on IDEAS

    as
    1. Tatiana-Camelia DOGARU, 2012. "Applicability Of Certain Public Marketing Instruments In The Promotion Of Public Policies," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 368-380, November.
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      More about this item

      Keywords

      pharmaceutical marketing; marketing strategies; pharmacies;
      All these keywords.

      JEL classification:

      • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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